The language of luxury

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Luxury brands have never had it better. High-end products and experiences have withstood recent economic headwinds, with the luxury sector reporting record growth.

Morgan Stanley has attributed this to members of gen Z still living at home using disposable income on ‘expensive things’, rather than saving for property.

With luxury consumers getting younger, what does this mean for the sector? And how will shifting priorities change how luxury brands operate?

To get to the heart of why, Relative Insight conducted open-ended surveys to gauge how consumers from varying demographics and geographies talked about luxury.

We asked consumers about all things luxury, including their preferences, the rationale behind these purchases and how inflation had impacted them.

This webinar shared insights that were not an indulgence, but essential for brands to know. We explored why gen Z are so luxury focused and how financial circumstances influence people's views on luxury goods and experiences — plus the impact geography has on luxury opinions.

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