UK Attitudes Towards Luxury Consumer Report 2025
A majority of consumers research luxury items on social media prior to purchasing, indicating a major shift in the discovery phase of the customer journey.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for spending on luxury
- Opportunities
- Digital can breakdown barriers to luxury
- Quality and craftsmanship can win back trust for luxury shopers
- Authenticity as the foundation for sustainable luxury
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THE MARKET
- Slower growth hits the UK luxury market amid economic pressure
- UK consumer outlook and luxury implications
- Income shifts are redefining spending habits
- Graph 1: median and mean equivalised household disposable income of individuals, UK 2000- FYE 2024
- Central London investment soars amid experiential demand
- Winning back UK shoppers while wooing international shoppers
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THE CONSUMER
- Who is buying luxury
- Men drive recent luxury spending, but women show stronger future intent
- Graph 2: luxury purchasing in the last 18 months, by gender, 2025
- Luxury at a crossroads
- Social media drives inspiration and fuels desire for luxury experiences
- What luxury means to consumers
- The meaning of luxury is shifting
- Younger consumers will redefine luxury
- Meeting the evolving needs of luxury consumers
- Quiet luxury continues to hold appeal
- What today’s luxury shoppers are buying
- Accessible luxury holds the power
- Graph 3: what luxury branded items are purchased in the last 18 months, by gender, 2025
- Luxury faces new competition
- Younger consumers are more likely to buy copies of luxury branded items
- Luxury consumers’ evolving relationship with dupes offers new opportunities
- The luxury market faces challenges but younger men highlight growth potential
- Balancing affordability and quality in the luxury buyer’s journey
- Luxury brands need to do more to reaffirm its quality for its price point
- Graph 4: consumers preference to quality when buying luxury branded item, by age, 2025
- Luxury in flux, while brands with clear vision show strength
- Affordability is the most significant barrier to luxury purchasing
- Preloved luxury can support aspirational luxury shoppers
- Redefining transparency and ethics in luxury
- Building trust in luxury
- Luxury brands use digital product passports to ensure transparency and build trust
- Authenticity is key to buying second-hand luxury
- Experiences are key for luxury retailers
- Aspirational luxury shoppers key to unlocking market potential
- Experiences need to be authentic
- AI can foster more authentic luxury shopping experiences
- Experiences can power luxury loyalty
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INNOVATION AND MARKETING
- Burberry hones in on its British roots
- Loewe captures younger consumers with authentic social media campaigns
- Jewellery delivers for Richemont
- Marketplaces build confidence for luxury resale
- Investing in beauty and wellbeing to elevate luxury brands
- Mulberry’s new leash on luxury
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APPENDIX
- Report scope
- The consumer
- Consumer research questions
- Consumer research methodology – EMEA
- UK generation groups
- Other data source methodologies
- Ralph Lauren significantly increases adspend
- Luxury brands are investing in social and digital for their adspend
- Nielsen Ad Intel coverage
- Abbreviations
A majority of consumers research luxury items on social media prior to purchasing, indicating a major shift in the discovery phase of the customer journey. This focus on digital platforms highlights how important it is for luxury brands to have a strong online presence.
The UK luxury market is experiencing slower growth due to sustained economic pressures, including inflation and high interest rates. This has led to price fatigue among consumers, who are increasingly turning to the resale market and more affordable luxury alternatives, forcing brands to re-evaluate their value propositions.
Luxury brands have the opportunity to deepen loyalty by integrating digital discovery with physical retail. Transforming the high level of online curiosity into memorable in-store experiences and delivering personalised service can create a more resilient customer base.
However, the industry faces a significant threat from rising consumer scrutiny. Doubts regarding transparency, labour practices, and overall quality are growing, amplified by social media. Brands are now under pressure to provide proof of their ethical standards and craftsmanship to maintain trust, particularly as prices rise.
This report looks at the following areas:
- Factors shaping the luxury market in the UK
- Consumer behaviour in past luxury purchases, including preferred items and purchasing channels
- How consumers define and perceive luxury in their buying decisions
- The impact of economic pressures and affordability on luxury purchasing behavior in the UK
- Consumer trust and perceptions of ethics, quality and authenticity in luxury-branded items
- The role of personalisation and memorable experiences in shaping luxury shopping preferences
- Consumer attitudes towards sustainability in luxury purchases
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