Gucci, Rolex, Louis Vuitton: Gen Z Favorites According to YPulse

The YPulse platform conducts studies and analyses focused on the preferences and trends of Generation Z and Millennials consumers. It has become an essential tool for brands aiming to understand the demands of a young clientele interested in luxury products.

In its latest study, YPulse identified the most coveted luxury brands by Gen Z in Western Europe, with Gucci leading the way, followed by Rolex and Louis Vuitton. The results are based on a survey of 2,500 individuals aged 13 to 39 in Italy, France, Spain, Germany, and the United Kingdom.

The most coveted brand appears to be Gucci, placed on the podium by buyers aged 18 to 39 and in second place for the 13 to 17 age group. This popularity can be attributed to its effective strategy targeting this generation, especially through its strong presence in the web3 and gaming world, which has become a new frontier for luxury brands. Gucci, a pioneer in this field, has deciphered the codes and language of gaming. Through initiatives such as the creation of mini-games and collaborations with The Sandbox or Roblox, the Italian brand has established effective communication with its young audience. This success persists despite a challenging 2023 for the brand, marked by a 7% drop in third-quarter revenue.

Louis Vuitton ranks fourth among 13-17-year-olds but rises to second place for 18-24-year-olds and third place for 25-39-year-olds. The brand also leverages current Web3, metaverse, and NFT trends. Another reason for Vuitton's success among young people can certainly be found in the new artistic director Pharrell Williams, whose particularly visible success on social media (Instagram and TikTok) has been confirmed by his dominant position on Google searches in 2023.

Rolex also asserts itself as a status symbol among Gen Z and Millennials. The numbers indicate that those in their thirties are big fans of models like the Yacht-Master 40, known for its compact design. The Swiss brand is thus attracting an increasingly younger clientele.

Will luxury be the definitive playground for Gen Z in 2024?