Luxury consumers may be more careful about where they spend, but the fundamentals influencing their decisions remain remarkably consistent.
The EY Luxury Client Index 2026 examines the behaviour and expectations of aspirational luxury clients, based on a survey of 1,631 consumers across 11 markets. The research looks at what motivates luxury purchases and how clients are responding to experiences, technology and newer business models.
Quality Remains the Starting Point
Despite significant changes across the luxury market, product quality remains the strongest purchase consideration. EY found that 65% of respondents identified quality of materials as an important influence, followed by brand heritage at 52% and craftsmanship at 50%.
Established luxury houses continue to hold considerable appeal, particularly among older and higher-spending consumers. Niche brands, however, are finding greater interest among younger clients looking for craftsmanship, creativity, and distinctive products.
Physical Retail Still Matters
Digital channels are important for research and discovery, but boutiques remain central to the purchase experience. Brand stores were the final purchase channel for 71% of respondents, while 67% reported being extremely satisfied with their in-store experience. Human interaction, personal recommendations and attentive service remain important reasons for visiting physical stores.
Clients Are Open to AI
Technology is also becoming more accepted within luxury. EY found that 94% of respondents believe AI could improve their shopping experience, with online search and personalised recommendations among the most attractive applications. However, concerns around privacy and losing human interaction remain significant.
Experiences Create Another Opportunity
Experiences appear to have considerable influence on loyalty. According to the research, 75% of respondents are likely to purchase again from brands offering distinctive complimentary experiences. Furthermore, 73% would consider paying to participate in a luxury or exclusive event.
The study also identifies growing interest in certified pre-owned products and subscription models. Sixty-two percent would consider purchasing certified pre-owned directly from a luxury brand, while 63% would consider a fee-based luxury subscription.
Overall, the findings point to a luxury client who remains interested in quality, craftsmanship, and heritage while becoming increasingly open to new ways of experiencing and engaging with brands.
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Source
EY, EY Luxury Client Index 2026, 2026. Research conducted among 1,631 luxury consumers across 11 markets between February and March 2026.
