享乐主义、遗产和以人为本：揭开全球奢侈品的新密码（英）2026

JavierCalvar,Valerie-Anne PagliaandStephane Paoli CONTENTS 1. WELCOME TO THE AGE OF PARADOX3 2. SEVEN CONSUMER TRENDSIMPACTING LUXURY4 Trend 1: The Supremacy of Global Brand Equity4 Trend 2: The ‘Carpe Diem’ Consumer6 Trend 3: Materialism as Social Scorecard7 Trend 4: The Heritage Haven8 Trend 5: Digital Duality9 Trend 6: The Sustainability Expectation Gap10 Trend 7: The Longevity Economy10 3. THE STRATEGIC TRIAD:THREE MACRO-THEMES REDEFININGVALUE IN LUXURY11 Macro-Theme 1: The Rush for Significance11Macro-Theme 2: The Anchor of Authority12Macro-Theme 3: The Quest for Human Centricity13 4. CONCLUSION AND FOOD FOR THOUGHT14 The Way Forward: Mastering the Balancing Act14Strategic Questions: Food for Thought15 As we move deeper into the 2020s,the global luxury sector finds itselfat a fascinating, albeit complex,crossroads. Based on the IpsosGlobal Trends 2025 and otherresearch conducted by Ipsos, thisreport outlines a market definednot by linear growth but by deeppsychological duality. We are witnessing a consumer base caught upbetween two opposing forces. On one side,there is a ‘Carpe Diem’ urgency–a drive forimmediate gratification, status and hedonistic‘revenge spending’fueledby global volatility. Onthe other, there is a profound retreat towardsafety, where consumers crave the stability ofheritage brands, the anchor of establishedauthority, and the reassurance of the past. This report dissects seven pivotal trends anddistillsthem into three overarching macro-themes shaping the luxury sector. From the‘Digital Duality’, where Artificial Intelligence (AI)is both embraced and feared, to the‘Sustainability Expectation Gap’, whereconsumers demand ethical supply chainswithout sacrificing convenience or prestige, weexplore how these shifts manifest differentlyacross the East and West. Specifically, wehighlight the widening divergence between thestatus-driven growth markets of Asia-Pacificand the values-driven, quieter luxuryconsumption of the mature West. 1.WELCOMETO THE AGEOF PARADOX This is your roadmap to navigating a landscapewhere brand equity is the ultimate safety net,health is the new wealth, and the human touch isthe rarest luxury of all. Trend 1: The Supremacy of GlobalBrand Equity This trend underscores the significant power ofbrand equity. It is not merely about a logo; it is adual-engine driver where ‘image’ justifies theprice premium and ‘global status’ acts as a proxyfor superior quality. 2.SEVENCONSUMERTRENDSIMPACTINGLUXURY The Data •Willingness to Pay:56% of global consumersare willing to spend extra for a brand with animage that appeals to them. This willingnessis substantially higher in growth Asianmarkets (China, 81%; Indonesia, 78%;Vietnam, 74%) and more moderate in matureWestern markets (France, 57%; the US, 51%). •Perceived Quality:42% of consumers aroundthe world believe global brands producebetter products than local ones. Thissentiment is even stronger in Asian marketswith significant untapped potential for luxurylike India (63%), Thailand (60%) and Vietnam(59%). China is an exception, where only 40%of consumers think global brands offersuperior products. This is likely due to thegrowing strength of local brands, which blendtraditional Chinese culture, heritage andaesthetics with modern design to boostnational pride and compete with internationallabels. Examples of this ‘Guochao’ trendinclude Li Ning and Anta in fashion, andHuawei and Xiaomi in tech. Based on theIpsos Global Trends20251, we have identified sevenpivotal trends impacting the luxurysector. These trends highlight aduality in consumerbehaviour: astrong desire for hedonistic,status-driven consumption(especially in emerging markets)balanced against a search forsafety, heritage and ‘meaning’ in avolatile world. Implications for Luxury This confirms that the ‘brand premium’ isresilient. In most emerging markets, Westernluxury brands are still viewed as the goldstandard for quality, insulating themsomewhat from local competition. However,our data suggests that in mature markets (likeEurope), consumers are more skeptical of the‘global is better’ narrative. Therefore, in Asia,luxury brands should double down on theirglobal heritage and quality credentials,whereas in the West they may need to focusmore on values and personal alignment. This also leads to the equally important needfor relevance in different socio-culturalcontexts. Luxury brands must keep theirnarrative locally relevant while globallyconsistent. 56% of global consumersarewilling to spendextrafor a brand withan image that appealsto them. is an experience itself. Luxury brands mustensure the entire purchase journey, fromsearching about the product to unpacking,reflects the luxury nature of the brand andcreates positive, long-lasting memories. Trend 2: The ‘Carpe Diem’Consumer Global volatility has triggered a psychologicalshift toward immediate gratification. Theuncertainty of the future is driving a ‘live for themoment’ spending philosoph