A new wave is altering Europe’s high-end market, and it’s not coming from the usual clientele. In 2024, the sector grew to nearly €110 billion, marking a 3% increase despite global economic uncertainty. But this rise isn’t fueled by status-driven spending or legacy buyers. It’s younger consumers, especially Gen Z, who are steering luxury in a fresh direction, one shaped by emotion, spontaneity, and discovery through platforms like TikTok.
One of the most noticeable trends is the rise of “self-gifting.” Young buyers are increasingly purchasing luxury goods not to show off, but to reward themselves, boost their mood, or mark special moments in their everyday lives. The idea of buying something just because it feels good, without waiting for a special occasion, is taking hold, especially among those under 30. On TikTok, the popularity of self-gifting has surged, with creators openly sharing their purchases and the reasons behind them. This honest, personal style of communication is proving far more persuasive than traditional advertising.
TikTok’s influence goes beyond inspiration — it’s changing how people find and trust luxury brands. Many shoppers now discover products through content shared by creators rather than through ads or shop visits. This form of digital word-of-mouth helps users feel more confident in their choices, especially when the content feels relatable. A successful example of this approach was a recent Burberry campaign showing actors from The Crown doing something as ordinary as making a cup of tea. The casual setting resonated with audiences, showing that luxury can be part of everyday life.
Eastern Europe is also seeing strong results. In Poland, for example, the luxury sector grew by 24% in 2023, one of the fastest increases in Europe. Polish beauty and accessory brands are capitalizing on the current mood, utilizing storytelling on platforms like TikTok to garner broader attention. Rather than focusing on exclusivity, they often highlight daily rituals, heritage, and personal stories, which make their products feel more meaningful and easier to connect with.
Gen Z shoppers want something that resonates with them emotionally and fits seamlessly into their lives, not something that puts them on a pedestal. With TikTok shaping buying habits and emotional value taking center stage, luxury brands are rethinking how they present themselves.
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SOURCES: EURONEWS
