Luxury: What consumers want from luxury in 2025
- InsightTrendsWorld
- Mar 26
- 8 min read
Why it is the topic trending:
Shifting Consumer Confidence in Luxury: After a period of challenges, consumer confidence in the luxury market appears to be stabilizing, making it crucial to understand evolving expectations.
Impact of Price Increases and Ethical Concerns: The article acknowledges the effect of price hikes, value discrepancies, and unethical practices on luxury brands, highlighting the need for brands to address these issues.
Creative Director Changes and Brand Reinvention: Numerous changes in creative leadership within major luxury houses are reshaping brand identities and impacting consumer perception, making it a significant area of interest.
Understanding Future Consumer Demands: Fashion houses are actively working to understand and cater to the traits of current and future luxury shoppers, emphasizing the importance of branding, communication, and experience.
Data-Driven Insights: The article is based on a survey of over 4,000 luxury consumers across multiple key markets, providing data-backed insights into evolving desires and brand perceptions.
Overview:
The article explores the evolving expectations of luxury consumers in 2025, based on a survey conducted by Vogue Business. It examines how consumers view the top 60 luxury fashion brands in terms of quality, storytelling, and heritage, and analyzes their purchase intent across various markets. The findings indicate a slight positive shift in overall consumer sentiment towards luxury brands, with increased purchase intent and a marginal decrease in price sensitivity. The article also delves into how creative director changes at brands like Ferragamo, Chloé, Chanel, and Gucci are impacting consumer perception and highlights the importance of value proposition, brand storytelling, and ethical practices in gaining the appreciation of today’s luxury shopper.
Detailed Findings:
Improved Consumer Sentiment: Overall consumer perception of luxury brands has risen compared to six months prior.
Increased Purchase Intent: Average purchase intent across the top 60 brands has increased by 4.2%.
Slightly Decreased Price Sensitivity: Consumers are marginally less likely to switch to cheaper brands or wait for sales.
Market Variations in Price Sensitivity: Italy shows the highest price sensitivity, while Japan is the most resilient to price changes.
Shifting Brand Sentiment:
Hermès and Dior have risen in consumer sentiment, driven by improved perception across brand values, innovative design, and in-store experience.
Louis Vuitton and Gucci have dropped slightly due to perceived less interesting brand stories and, in Gucci's case, being considered less classic and timeless.
Positive Impact of Strategic Changes: Ferragamo's rebrand and Chloé's new creative direction have positively impacted consumer perception, particularly in areas of societal impact, value for money, and iconic status.
Challenges for Chanel: Despite remaining at the top for sentiment, Chanel's perceived quality and value for money have declined over the past five years, coinciding with price increases.
Transitions at Gucci: Gucci's creative transition has led to a decline in its perceived modern style and uniqueness, though quality and in-store/digital experiences have improved.
Tory Burch's Positive Trajectory: Tory Burch has significantly improved in consumer sentiment due to operational changes and evolving design principles.
Key Takeaway:
In 2025, luxury consumers are showing increased confidence but remain discerning, prioritizing brand values, innovative design, in-store and digital experiences, a clear value-quality proposition, and ethical practices, while reacting to creative direction changes and varying in price sensitivity across different markets.
Main Trend: The Conscious and Value-Driven Luxury Consumer
Description of the trend: This trend highlights the evolving nature of the luxury consumer who is not solely driven by status or price but increasingly prioritizes brand values, ethical practices (like living wages in the supply chain), a clear alignment between quality and price, innovative design, and engaging experiences both in-store and online.
What is consumer motivation:
Seeking Quality and Craftsmanship: Luxury consumers expect high-quality products that justify the price tag, considering factors like longevity and cost per wear.
Desire for Meaningful Brand Stories: Consumers are drawn to brands with compelling heritage and narratives that resonate with their values.
Ethical Considerations: Issues like sustainability and fair labor practices in the supply chain are becoming increasingly important to luxury shoppers.
Value for Money Perception: Consumers are more discerning about the value they receive for the price they pay, expecting a clear justification for luxury price points.
Engagement with Brand Experience: A positive and seamless experience across all touchpoints, including in-store and digital, is crucial for luxury shoppers.
Appreciation for Innovative Design: Consumers are attracted to brands that offer fresh and creative designs that push boundaries while maintaining brand identity.
What is driving trend:
Increased Transparency and Information Access: Consumers have more access to information about brands' practices and product quality, influencing their perceptions.
Growing Awareness of Social and Environmental Issues: Global awareness of ethical and sustainability concerns is impacting consumer choices across all industries, including luxury.
Shifting Demographics of Luxury Consumers: Younger generations, with different values and priorities, are becoming a more significant part of the luxury market.
Impact of Economic Fluctuations: While price sensitivity is slightly decreasing, economic factors still play a role in how consumers perceive value.
Influence of Creative Leadership: Changes in creative direction can significantly alter a brand's image and appeal to consumers.
What is motivation beyond the trend:
Beyond the specific aspects of luxury consumption, this trend might reflect:
A Broader Shift Towards Conscious Consumption: Consumers in general are becoming more mindful about the impact of their purchasing decisions.
A Search for Authenticity and Purpose: Shoppers are increasingly looking for brands that align with their personal values and contribute positively to society.
Description of consumers article is referring to:
The article's findings are based on a survey of over 4,000 Vogue and GQ readers across various international markets, including China, Japan, South Korea, the UK, France, the US, Italy, Germany, Spain, Brazil, and the Middle East. These respondents include:
Aspirational Luxury Consumers: Spending a minimum of $500 on one item per year (around 20% of respondents).
Core Luxury Consumers: Spending a minimum of $2,000 per year on luxury goods (around 80% of respondents).
While the article doesn't provide specific age or gender breakdowns, the readership of Vogue and GQ suggests a demographic that is likely interested in fashion and lifestyle, potentially spanning a range of ages from younger adults to older consumers with the disposable income to purchase luxury goods. Their lifestyle would include an appreciation for quality, design, and brand prestige, with an increasing awareness of ethical and value considerations.
Conclusions:
The Vogue Business Index findings suggest a positive shift in consumer confidence towards luxury in 2025. However, luxury brands must continue to focus on delivering high quality, compelling brand stories, positive societal impact, and a clear value proposition that aligns with price. Creative direction plays a crucial role in shaping brand perception, and while price sensitivity is easing slightly, it remains a key factor, especially in markets like Italy. Ethical practices, such as ensuring living wages in the supply chain, are also gaining importance for luxury consumers.
Implications for brands:
Focus on Brand Values and Societal Impact: Clearly communicate and demonstrate a commitment to ethical practices and positive societal change.
Strengthen Brand Storytelling: Develop and convey compelling narratives that resonate with consumers and highlight brand heritage and values.
Ensure Value-Quality Alignment: Justify price increases by consistently delivering exceptional quality, craftsmanship, and design.
Invest in Customer Experience: Provide outstanding in-store and digital experiences that enhance brand perception and loyalty.
Monitor and Adapt to Creative Direction: Recognize the significant impact of creative leadership on brand image and consumer sentiment.
Implication for society:
Increased Consumer Pressure for Ethical Practices: The growing importance of ethical considerations for luxury consumers could drive positive changes within the industry.
Shifting Perceptions of Luxury: Luxury is increasingly being associated with values beyond just high price and exclusivity.
Implications for consumers:
More Discerning Purchasing Decisions: Luxury consumers are becoming more informed and thoughtful about their purchases, considering a wider range of factors.
Greater Power to Influence Brand Behavior: By prioritizing values and ethical considerations, consumers can influence the practices of luxury brands.
Implication for Future:
The future of luxury consumption will likely see a continued emphasis on value, ethics, and meaningful brand connections. Brands that prioritize these aspects and adapt to the evolving expectations of consumers are poised for success, while those that fail to do so may face challenges in maintaining their appeal. The impact of creative direction will remain a significant driver of brand perception.
Consumer Trend (name, detailed description): Luxury with a Conscience
Detailed Description: This consumer trend describes the increasing desire among luxury shoppers to purchase from brands that not only offer high-quality goods but also demonstrate a commitment to ethical and sustainable practices, including fair labor and positive societal impact.
Consumer Sub Trend (name, detailed description): The Value-Driven Luxury Equation
Detailed Description: This sub-trend highlights the heightened scrutiny luxury consumers are applying to the value they receive for their money, demanding a clear and justifiable alignment between the price tag and the quality, craftsmanship, and overall brand experience.
Big Social Trend (name, detailed description): The Rise of Purpose-Driven Consumption
Detailed Description: Consumers across various sectors are increasingly choosing to support brands whose values align with their own and who demonstrate a commitment to making a positive impact on society and the environment.
Worldwide Social Trend (name, detailed description): Global Demand for Transparency and Ethics in Business
Detailed Description: Across international markets, there is a growing expectation for businesses to operate transparently and ethically, addressing issues like labor practices and environmental sustainability.
Social Drive (name, detailed description): Seeking Alignment Between Values and Consumption
Detailed Description: Consumers are driven by a desire to ensure that their purchasing decisions reflect their personal values and contribute to a better world.
Learnings for brands to use in 2025 (bullets, detailed description):
Invest in transparent and ethical supply chains.
Communicate your brand values and societal impact clearly and authentically.
Focus on delivering exceptional quality that justifies the price.
Create engaging and meaningful brand stories.
Ensure a positive and seamless customer experience across all channels.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Conduct thorough audits of your supply chain to ensure ethical practices.
Develop comprehensive sustainability strategies and communicate your progress.
Invest in product innovation and craftsmanship to maintain high quality standards.
Craft compelling brand narratives that highlight your heritage and values.
Personalize customer experiences and build long-term relationships.
Final sentence (key concept) describing main trend from article: Luxury consumers in 2025 are increasingly conscious and value-driven, prioritizing brand ethics, quality, storytelling, and a clear alignment between price and perceived worth alongside their desire for innovative design and positive brand experiences.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, luxury brands and companies should focus on building deeper connections with consumers by emphasizing their brand values, ethical practices, and the inherent quality and value of their products. To benefit from this trend, they should:
Enhance transparency in their supply chains and communicate their ethical commitments to consumers.
Invest in crafting authentic and engaging brand narratives that resonate with consumer values.
Ensure their products offer exceptional quality and justify their price points, delivering on the expectation of true luxury.
Final Note:
Core Trend:
Name: The Ethically Mindful Luxury Shopper
Detailed Description: Consumers purchasing luxury goods are increasingly motivated by ethical considerations, brand values, and a demand for transparency and sustainability, alongside traditional drivers of quality and prestige.
Core Strategy:
Name: Lead with Values and Quality
Detailed Description: Luxury brands must prioritize and clearly communicate their ethical practices and brand values while consistently delivering exceptional product quality to resonate with today's conscious and discerning luxury consumer.
Core Industry Trend:
Name: The Evolution Towards Responsible Luxury
Detailed Description: The luxury industry is undergoing a significant shift towards greater responsibility and sustainability, driven by consumer demand for ethical practices and a growing awareness of social and environmental impact.
Core Consumer Motivation:
Name: Seeking Value Alignment in Luxury Purchases
Detailed Description: Luxury consumers are motivated by a desire to align their purchasing decisions with their personal values, seeking brands that demonstrate ethical responsibility and offer a clear value proposition beyond just status.
Final Conclusion: In 2025, the key to success in the luxury market lies in understanding and catering to the ethically mindful and value-driven consumer who seeks not just status but also brands that reflect their personal values and offer exceptional quality and meaningful experiences.
Core Trend Detailed (name, detailed summary):
Name: The Ethically Mindful Luxury Shopper
Detailed Summary: People who buy luxury goods now care more about whether the brands they choose are ethical and responsible, along with the quality and prestige of the items.
Comments