2025年奢侈品客户指数_赢回志向型奢侈品客户-安永

EY 2025 Luxury Client IndexWinning back aspirational luxury clients

3717 2333536062ForewordMotivations and valuesAppendix: Study methodologyManaging barriers and purchase intentionsPurchase experience New offers and opportunitiesTop recommendations for maisonsKey contacts and contributors

3 | Luxury Client Index: winning back aspirational luxury clientsFor decades, the luxury sector has enjoyed double-digit growth, reaching a global value of €363 billion (Reuters 2025), in part due to wealth expansion in new markets. But in the face of an economic downturn, and more subdued spending from markets such as Mainland China, the sector as a whole has been seeing a significant slowdown, sparking profit warnings across the industry and a US$240 billion fall in European luxury shares over the course of just a few months (Bloomberg 2024).Sales reports indicate that wealthy clients are maintaining or even increasing their spend with luxury maisons (brands). Maisons’ struggle to maintain sales often comes directly from a decrease in new client acquisition and a decrease in spend from the rest of their current clients. This could be a reflection of tougher economic conditions, with global growth forecasts revised downward (OECD 2025), along with the possibility that price elasticity has now reached a ceiling.The luxury paradox still stands: The more desirable a brand becomes, the more sales grow, the more people wear brands, the less desirable the brand becomes. In this complex context, what can brands do to retain client loyalty?With a wealth of experience supporting the transformation of industry-leading luxury companies, a new Luxury Client Index is being launched as an EY initiative. This year, we focus on the purchase drivers for aspirational luxury clients, to help maisons navigate the current market slowdown by providing a clear understanding of the aspirations of aspiring luxury clients and identifying actionable levers to win them back.We wanted to comprehend the real state of the market today. What matters to, and influences, aspiring luxury clients when purchasing luxury? What meaning do they put behind overused terms such as “quality,” “experience” and “sustainability”? How satisfied are they with the current price/value paradigm, and how do they behave when they feel maisons are no longer offering true value? What desire do they have for luxury, and what level of confidence do they hold in any future luxury spend? How satisfied are they with the in-store and online experiences?Going beyond current status, we explore the drivers of satisfaction and a new revenue generation path for luxury maisons, from improved purchase journeys to the development of new offers, including luxury experiences and the build-out of a certified pre-owned business model. We highlight generational, geographic and spend variations to create a complete overview th...