EY 2025 Luxury Client Index
Winning back aspirational luxury clients

To gain insights into the perspectives of aspiring luxury clients, we conducted a survey involving 1,600 participants across nine countries. This research aimed to uncover new pathways that could entice these clients back to luxury brands, or maisons. We sought to understand what truly matters to these clients and what influences their purchasing decisions in the luxury market. Additionally, we explored the meanings they attribute to commonly used terms such as "quality," "experience," and "sustainability," which have often become overused in marketing. Furthermore, we examined their satisfaction with the current price/value paradigm and their behaviors when they feel dissatisfied. Our inquiry also delved into their aspirations and confidence regarding future luxury spending, as well as their overall satisfaction with both in-store and online purchasing experiences.