On the occasion of the 12ᵉ edition of the Paris Luxury Summit, initiated by CB News and Publicis Media, held at the Théâtre Marigny around the theme “Time to Reload”, the Ifop Group unveiled an exclusive study dedicated to the new levers of rebound in luxury.
Presented by Rémy Oudghiri, Managing Director of Sociovision (Ifop Group) and sociologist, this international survey analyzes how luxury customers perceive today’s brands, their expectations and the tensions running through the sector.
Carried out at the end of 2025 among 1,200 luxury goods buyers in France, the USA and China, and powered by Dynata*, the study shows a luxury that is resilient, but remains under pressure: attractive as a source of pleasure and investment, yet weakened by growing criticism of brand commoditization, prices and loss of exclusivity.
The results highlight strong, structuring expectations: more exclusivity, personalization and innovation, greater transparency, a clear commitment to social responsibility, the transmission of know-how and support for culture. Faced with the rise of artificial intelligence, customers are also asserting a clear expectation: creativity must remain, above all, human.
The study outlines five key priorities to enable luxury to recharge and bounce back: reaffirm its singularity, strengthen the experience, assert its dual vocation of pleasure and value, clarify its commitments and preserve the human dimension of creation.
Essential reading for understanding how luxury can reinvent itself in a changing world.
* Dynata is the world’s leading provider of first-party data and insights, with access to nearly 70 million consumers and professionals across the Americas, Europe and Asia-Pacific.
To consult the study in detail, please feel free to download the report by completing the form.
