Access to certified pre-owned, experiences and AI could reshape how aspirational clients engage with luxury brands

• 45% of Singapore clients (global 62%) would buy certified pre-owned directly from luxury brands, with 32% (global 46%) saying that offering certified pre-owned alongside new products increases their likelihood of purchase
• Close to half of Singapore clients (Singapore 46%, global 73%) are willing to pay for luxury experiences, yet 30% (Singapore and global) report not having received any experience in the past 12 months
• 94% of clients (Singapore and global) believe AI can enhance the luxury shopping experience; however, majority still prioritize human touch

Aspirational luxury clients or “aspirationals” (those who strategically purchase luxury goods and services) are increasingly open to certified pre-owned, as well as turning to 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, including 100 respondents from Singapore. The survey seeks 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 (Singapore 72%, global 65%) and craftsmanship (Singapore 67%, global 50%) remain the top factors influencing purchases, according to survey respondents. In Singapore, among those who favor well-established brands, 72% (global 68%) cite heritage and legacy as key reasons. Attachment to heritage also increases with age, rising from 43% of Gen Z (global 46%) to 60% of baby boomers (global 67%).

Olivier Gergele, EY-Parthenon Asean and Singapore Consumer Products & Retail Leader, says:

“While the global luxury market has softened, in Southeast Asia, this reflects a reset rather than a decline, following a very high demand during the pandemic years. The long-term outlook remains optimistic, but the drivers of growth are becoming more nuanced.

Successful luxury brands will be those that move beyond products to deliver distinctive, immersive experiences that deepen emotional connection and reinforce loyalty, while aligning with growing expectations around product excellence, authenticity, personalization, sustainability and new ownership models.”

Certified pre-owned can strengthen demand without diluting exclusivity

In terms of openness to certified pre-owned (CPO), 45% of aspirational luxury clients in Singapore (global 62%) are willing to buy pre-owned items directly from brands. Interest is strongest in watches, bags and jewelry. Access to rare, vintage or discontinued pieces (Singapore 86%, global 76%), and affordability (Singapore 79%, global 71%) rank as top reasons for CPO purchase.

Only 29% (global 24%) believe that CPO offers dilute the brand by reducing exclusivity. In fact, close to a third (Singapore 32%, global 46%) report that it increases their likelihood to purchase from the brand.

Experiences are a driver of growth

Experiences are becoming a critical driver of both loyalty and revenue with 75% of Singapore “aspirationals” (global 75%) likely to repurchase from a brand that offers complimentary experiences and 46% (global 73%) willing to pay for access to exclusive luxury events.

Despite this demand, close to a third (Singapore and global 30%) report not having received any complimentary experiences or invites to exclusive events in the past 12 months. This demonstrates there are opportunities for luxury brands to strengthen engagement and drive additional revenue, especially from first-time buyers.

Interest in subscription-based luxury models is also rising, with 52% of survey respondents in Singapore (global 63%) saying they would consider a subscription offering, especially if it provides cost savings (Singapore 52%, global 36%), exclusive access (Singapore 47%, global 44%), ability to try products they would not normally purchase (Singapore 38%, global 35%) and flexibility in subscription terms (Singapore 38%, global 33%).

AI is reshaping customer journeys

The 2026 survey found that 94% of Singapore “aspirationals” (global 94%) agree that AI could enrich their shopping experience with common use cases, including enhanced online search (Singapore 64%, global 56%) and personalized suggestions (Singapore 48%, global 50%). There was also meaningful interest (Singapore 54%, global 47%) in in‑store AI applications such as smart mirrors and virtual try-ons.

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 (Singapore 75%, global 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 77% of survey respondents in Singapore (global 71%) and deliver the strongest satisfaction outcomes, with close to half (Singapore 48%, global 67%) reporting being extremely satisfied with their in-store shopping experience.

Globally, 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%).

Mirroring global trends, in Singapore, service and human connection are the strongest differentiators of the brand store, with in-store pampering, human interaction and style recommendations being the top factors that would make luxury buying more rewarding to aspirational luxury clients.

Gergele adds:

“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. With AI now influencing how they discover and evaluate luxury, brands risk losing control over the customer journey if they are not part of these decision-making moments. The brands that succeed will combine data-led personalization with human-led engagement, seamlessly connecting physical and digital channels to create experiences that reinforce trust and long-term relationships.”

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

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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.