Most popular luxury brands among millennials and Gen Z in the U.S. 2024

Published by
Tugba Sabanoglu,
Sep 26, 2024

Dior was the most popular luxury brand among U.S. Gen Z consumers, receiving a positive rating of 49 percent from this group. Despite also being popular with millennial consumers at 43 percent, Dior was only the third most popular brand after Gucci and Louis Vuitton. According to Statista's brand KPI rankings, the British designer brand Vivienne Westwood was a trending brand with Gen Z consumers, with about one-third of those surveyed expressing positive opinion about the brand.

Most popular luxury brands among millennials and Gen Z in the United States in 2024

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Number of respondents

309 - 424

Supplementary notes

During the survey, the questions were phrased as follows:

Brand popularity: "When it comes to luxury fashion, which of the following brands do you like?"

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Overview

5

Brand rankings

7

Attitudes towards luxury sector

7

Social media interactions

4

Purchase channels

8

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Topics

Luxury goods, Gen Z, and millennialsGlobal personal luxury goods industryU.S. Gen Z & millennials: consumer goods and shopping behaviorUK Gen Z & millennials: consumer goods and shopping behaviorLuxury goods in Europe
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