Four in five consumers now doubt luxury is worth the premium
StatTrends
The global luxury market is in its worst period since 2009: Bain expected personal luxury goods to shrink 2-5% in 2025, China's luxury market fell 18-20% in 2024, and 81% of people globally now say luxury goods are not always worth paying more for. Among gen Z, 70% say luxury brands no longer define status - though 65% still aspire to a luxurious lifestyle.
Source
VML, The Future 100: 2026 (2026)
VML Intelligence (Emma Chiu, Marie Stafford)
Bain & Co; VML Intelligence SONAR · The Future 100: 2026, s. 209-216
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