Bilan: Après l’euphorie, le recalibrage

Après trois ans d’euphorie, les clients du luxe ont changé. Plus exigeants, plus complexes ou tout simplement plus là, ils bouleversent le secteur. À coups de modifications profondes, un nouveau luxe se dessine, que les marques tentent de capturer pour durer.

[en] After three years of euphoria, luxury consumers have changed. More demanding, more complex, or simply no longer there, they are disrupting the sector. Through profound shifts, a new form of luxury is emerging—one that brands are striving to understand and capture in order to remain relevant and thrive.

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WWD: What to Watch: Even the World’s Richest People Are Pulling Back on Luxury, Survey Shows

Our GLAM monitor data has been featured in WWD’s article “What to Watch: Even the World’s Richest People Are Pulling Back on Luxury, Survey Shows“

Here’s what they said about our findings:

Even as luxury brands intensify their focus on wealthy clients, there are signs of pullback on several fronts. Twenty percent of affluent and high-net-worth individuals (HNWIs) intend to spend less on designer fashions over the next 12 months. The percentage of non-purchasers rises to 30 percent for leather goods, 32 percent for jewelry and 44 percent for watches, according to findings gathered in the third quarter of 2025 by research firm Altiant and interpreted by Paris-based luxury consultancy MAD.

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Fashion Network: From ownership to experience: how young buyers are reshaping luxury

Our research was featured in Fashion Network’s article "From ownership to experience: how young buyers are reshaping luxury".

Here’s what they said about our findings:

As the luxury industry faces a complex economic climate, it is also undergoing a major transformation in the way wealthy consumers shop. Younger buyers, in particular, are shifting their focus from status to meaning and emotion, embracing what researchers call "de-linearized luxury"—immersive experiences beyond traditional retail channels. This evolving dynamic is a central finding of "New Desires, Luxury De-Structuring," a study conducted by marketing data firm Kantar Insights and research group Altiant.

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láRECLAME: Étude Kantar x Altiant : comment les jeunes redéfinissent le luxe en 2025

Our collaboration with Kantar was recently featured in laRéclame’s May 20 article “Étude Kantar x Altiant : comment les jeunes redéfinissent le luxe en 2025”.

The article highlights that young Affluents are redefining luxury by prioritizing experiences over ownership, with strong interest in spas, luxury hotels, gastronomy, and new access models such as second-hand purchases, rentals, and co-luxing.

The luxury sector is at a turning point. After years of almost universal growth, only 33% of luxury houses reported progress in 2024, compared with 95% in 2021–2022. Faced with an economic slowdown and rising expectations, luxury seems compelled to reinvent itself. Kantar—in partnership with Altiant—conducted an exclusive study among high-income clients in France, the United States, China, and the United Arab Emirates, revealing a profound shift in expectations, particularly among young Affluents (under 35).

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