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.

Read the full article here

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).

Read the full article here