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Most popular luxury brands among millennials and Gen Z in the United States in 2025

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Number of respondents

745 respondents who know the individual brand*

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?"

*Survey respondents by generation:

  • Gen Z: 345
  • Millennials: 400

Citation formats

Most popular luxury brands among millennials and Gen Z in the U.S. 2025

Published by
Bruna Rocco,
Nov 3, 2025

Louis Vuitton was the most popular luxury brand among U.S. Gen Z consumers, receiving a positive rating of ** percent from this group. Despite also being popular with millennial consumers at ** percent, Dior was only the most popular brand after Gucci, Chanel, Louis Vuitton, and Burberry. According to ÌÇÐÄÆƽâ°æ's brand KPI rankings, the brand Balenciaga was a specially popular with Gen Z consumers, with about **** of those surveyed expressing positive opinion about the brand.

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Brand rankings

7

Social media interactions

4

Overview

5

Attitudes towards luxury sector

7

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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