20-35 YEARS OLDS AND THE LUXURY MARKET
A study carried out by Sociovision, Brain Value and the Le Figaro group's advertising network on the relationship between 20-35 year-olds and luxury reveals that 63% of them in France, 75% in the United States and 92% in China say that luxury is part of their daily lives.
Much of this attachment comes from their parents, but also from the personal tastes they have developed. Thus, 50% of young French people, 61% of young Americans and 56% of young Chinese say that their appetite for luxury is a combination of what their parents passed on to them and their personal preferences.
If young people today have such a strong relationship with luxury, it is primarily because of influential sources such as luxury brand advertising (47%), major brand websites (44%) and celebrities (44%).