2025年奢侈品客户指数：赢回志向型奢侈品客户

17 33 53 60 62 For decades, the luxury sector has enjoyeddouble-digit growth, reaching a global valueof €363 billion (Reuters 2025), in part due towealth expansion in new markets. But in the faceof an economic downturn, and more subduedspending from markets such as Mainland China,the sector as a whole has been seeing a significant We wanted to comprehend the real state of themarket today. What matters to, and influences,aspiring luxury clients when purchasing luxury?What meaning do they put behind overusedterms such as “quality,” “experience” and“sustainability”? How satisfied are they with thecurrent price/value paradigm, and how do they Sales reports indicate that wealthy clients aremaintaining or even increasing their spend withluxury maisons (brands). Maisons’ struggleto maintain sales often comes directly from adecrease in new client acquisition and a decreasein spend from the rest of their current clients. Going beyond current status, we explore thedrivers of satisfaction and a new revenuegeneration path for luxury maisons, fromimproved purchase journeys to the developmentof new offers, including luxury experiences and The luxury paradox still stands: The moredesirable a brand becomes, the more sales grow,the more people wear brands, the less desirable Luxury maisons are at a crossroads, and thisdifficult period may be just the right moment tochallenge commonly accepted beliefs, strengthen With a wealth of experience supporting thetransformation of industry-leading luxurycompanies, a new Luxury Client Index is beinglaunched as an EY initiative. This year, we focus onthe purchase drivers for aspirational luxury clients, Rachel DaydouPartner, Luxury AI & Sustainability Hub,EY Advisory France David NaïmEY Europe West Managing PartnerConsumer & Health Industries Executive summary What do luxury clients really want? It’s a critical question at a time when maisons are facing falling sales and clients in particular are struggling tojustify premium purchases. Maisons have increased prices dramatically over the past few years, to the point where even those who can easily afford Looking beyond pure spending power, we wanted to understand the deeper values and desires that influence luxury consumption and consider theways in which maisons may be able to strengthen their offers and their relationships with clients. In spring 2025, we conducted original research Quality above all Expanding the brand universe What we found is that three-quarters of aspiring clientsare prioritizing quality above all else. Owning somethingof quality is more important than exclusivity, celebrityendorsement, personalization and even price. Thismeans that clients will be looking closely at related It’s clear that aspirational clients need to be cultivated, with brand engagement andexperiences that make them feel part of the brand journey and that inculcate the kindof loyalty that leads to repeat purchases. Right now, that is only happening selectively.Two-thirds of aspirational clients spending under €5,000 per year are not being offereda brand experience along with their purchase, even though 83% indicated that such There is also a tremendous opportunity for maisons in the growth of new businessmodels. Despite a booming market in pre-owned luxury items (Luxonomy 2024),many clients are put off by suspicions around authenticity and condition, but 54%would purchase a pre-owned product directly from a luxury maison. Similarly, 50%would consider renting, instead of buying, both for convenience and event-specific In a time of economic uncertainty, clients are fiscallyconscious enough to be put off by what they feel is aninflated price tag. More than just the inherent value ofan item, aspiring clients want to feel embraced by thefull luxury experience, whether that’s through access to What all of this demonstrates is that connecting with clients on the most personallevel possible is essential to the ongoing buoyancy of maisons. Profound engagement Segment profiles In our exploration journey, we identified five aspirational luxury client segments.Each segment demonstrates distinct behaviors and attitudes toward luxury, offeringa useful framework for refining targeting, messaging and experience design. Eight key insights into aspiring luxury clients’ luxury purchase drivers 5But artificial intelligence (AI) powered features canimprove online shopping experience Seventy-one percent of clients said they are primarily driven by a desire to own high-quality products, Most rewarding online shopping experiences include AI-powered features such as personalized productsuggestions and enhanced product visualization as as numbers one and four respectively. Thirteen percentofbeyond aspirational luxury clientsagree that personalized suggestions would be the feature that wouldmost enhance their online shopping experience, while 11% ofprestige aspirational luxury clientsagree withthis statement. and 32% stated that they buy luxu