EY Luxury Client Index 2026: New ownership models, experiences and AI could reshape how aspirational clients engage with luxury brands

• 62% of clients would buy certified pre-owned from luxury brands, with 46% saying it increases the likelihood of purchasing luxury items altogether
• Nearly three in four (73%) clients are willing to pay for luxury experiences such as personalized offers or access to exclusive events, yet 30% report not having received any experiences in the past 12 months
• 94% believe artificial intelligence (AI) can enhance the luxury shopping experience by enhancing online search (56%) and personalizing suggestions (50%)

Aspirational luxury clients (who strategically purchase luxury goods and services rather than the ultra-high-net-worth individuals who habitually engage with luxury) are increasingly turning to new ownership models, experiences and AI-powered personalization to shape how they engage with brands, according to the EY Luxury Client Index 2026.

This second edition of the Index surveyed 1,631 participants across 11 markets and generational cohorts to uncover new pathways for luxury brands, or maisons, to deepen connections with clients and navigate global market challenges.

Luxury fundamentals remain unchanged

Despite evolving expectations, traditional pillars of luxury continue to affect purchasing decisions, as quality of materials (65%) and brand heritage (52%) remain the top factors influencing purchases, according to surveyed clients. Among those who favor well-established brands, 68% cite heritage and legacy as key reasons. Attachment to heritage also increases with age, rising from 46% of Gen Z to 67% of baby boomers.

Rachel Daydou, Partner, EY Luxury AI & Sustainability Hub, says:

“The global luxury market is showing signs of recovery; however, growth remains fragile and uneven across regions and customer segments. The most successful luxury brands will be those who engage, convert and retain aspirational clients.

“This creates a clear need to protect what makes luxury distinctive while evolving how clients interact with the brand. Product excellence, craftsmanship, heritage and exclusivity remain essential, but they must now be supported by new ownership models, experiences and singular AI-powered personalization.”

Certified pre-owned can strengthen demand without diluting exclusivity

Openness to certified pre-owned (CPO) is high, with 62% of surveyed aspirational luxury clients willing to buy pre-owned products directly from brands, an 8% year-on-year increase. Only 24% believe that pre-owned offers dilute the brand by reducing exclusivity, and just 6% say it would make them less likely to buy. In fact, 46% report that it increases their likelihood to purchase, rising to 53% among Gen Z.

Experiences are a driver of growth

Experiences are becoming a critical driver of both loyalty and revenue with 75% of “aspirationals” likely to repurchase from a brand that offers complimentary experiences and 73% willing to pay for access to exclusive luxury events.

Despite this demand, 30% report not having received any complimentary experiences or invites to exclusive events in the past 12 months. This demonstrates opportunities to strengthen engagement and drive additional revenue, especially from first-time buyers.

Interest in subscription-based luxury models is also rising, with 63% of surveyed clients saying they would consider a subscription offering, especially if it provides exclusive access (44%), personalized selections (38%) or VIP experiences (38%).

AI is reshaping customer journeys

The 2026 study found that 94% of surveyed “aspirationals” agree that AI could enrich their shopping experience with common use cases, including enhanced online search (56%) and personalized suggestions (50%). There was also meaningful interest in in‑store AI applications (47%) such as smart mirrors.

However, expectations are clear that AI must support, not replace, human interaction. The survey highlights that concerns around digital features include a fear of losing the human touch (72%). At its core, luxury remains a human business.

Physical retail remains central to the luxury experience

While omnichannel browsing is now standard, the physical store continues to dominate at the point of purchase within the luxury market. Brand stores are the final purchase channel for 71% of respondents and deliver the strongest satisfaction outcomes, with 67% of respondents all luxury clients reporting being extremely satisfied with their in-store shopping experience.

Within physical channels there are country-level differences. Brand stores are the most common recent purchase channel in Mainland China (86%) and Italy (81%), while department stores are more prominent in Japan (65%). Service and human connection are the strongest differentiators of the brand store, with in-store pampering (44%), human interaction (42%) and style recommendations (41%) being the top factors that would make luxury buying more rewarding to respondents.

Malin Andrée, EY Global Retail Leader, says:

“Clients are becoming more intentional in how they spend and more selective in the brands they choose, increasing expectations for relevance, service and consistency at every touchpoint. The brands that are successful will seamlessly connect physical and digital retail with data-led personalization to create experiences that build trust and strengthen brand loyalty.”

For the full analysis, data and recommendations, read the complete EY Luxury Client Index.

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Notes to editors

About EY Luxury Client Index

The survey was conducted with a total of 1,631 participants across 11 markets. This included strong representation from key luxury markets such as the US (N=200), European markets and Mainland China (N=155). The sample included respondents across key generational cohorts, including Gen Z, millennials, Gen X and boomers. The sample highlights a majority of clients who are millennials as a reflection of the aspirational luxury clients’ base composition. This year’s sample includes a slight emphasis on gen Z (N=393) to provide more robust insights on this specific generation.

The survey focused on high-potential aspirational luxury clients, with a deliberate emphasis on millennials (1981–1996), who made up 44% of respondents. This generation now represents the largest and most influential cohort in the luxury market, driving both current sales and setting future expectations around brand values, digital engagement and experience. A deliberate emphasis was placed on Gen Z (1997–2008) which accounted for 24%, to offer more robust analysis of their behavior. Gen X (1965–1980) comprised 23% and baby boomers (1946–1964) 9%, allowing for generational comparison.

The sample was balanced across genders, with a minimum quota of 45% for each gender to ensure diverse representation.

Participants were spread across a range of annual household income levels, with the €100,000–€199,999 band being the most represented. All participants have purchased luxury fashion items and/or watches and jewelry in the past year — specifically clothing, shoes, bags, watches, jewelry and other accessories. The sample includes a wide range of spending levels.

Where direct comparisons with 2025 results are made, they are presented on a comparable basis, excluding Singapore and removing watches and jewelry categories to ensure the 2025 and 2026 samples are consistent.

Fieldwork was conducted between February and March 2026. Data was collected through a 14-minute online survey administered between February 2 and March 9, 2026. Respondents were recruited through a combination of opt-in research panels, curated databases, and targeted outreach using professional and business directories, as well as magazine and publication subscriber lists. Approximately 48,000 respondents were invited to take the survey.