PUBLIC STUDY GLOBAL B2B 2025

Luxury in the midst of change

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Available in French only.

The global luxury sector has been experiencing turbulence for the past several months. Is this a temporary slowdown or a more structural crisis? This report from KPMG France and Potloc helps chart the way forward.

Which strategic choices will define the industry’s next chapter?

Faced with cooling markets, shifting consumer expectations, and strategic crossroads, luxury houses must rethink how to sustain relevance and performance. KPMG France and Potloc conducted the second wave of their survey on the global luxury industry to show brands where priorities must shift next.

Guillaume des Rotours

Partner, Global Head of Luxury

Raquel Navalon de la Rosa

Senior Manager at KPMG France

Alexis Ressy

Account Executive at Potloc

Survey details.

  • 180

    leaders of global luxury brands

  • 10

    countries across 3 continents

  • 15

    data quality controls per respondent

The Potloc advantage.

  • Precise sampling.

    Potloc’s proprietary social media sampling technology provides rapid access to the right respondents via social media sampling and a vetted partner network.

  • Holistic data quality.

    Alongside 15 data quality checks, Potloc’s experts also optimize surveys for respondent engagement, meaning faster, richer responses and fewer dropouts.

  • Speed to insights.

    Potloc’s platform allows firms to monitor fieldwork live. Auto-analysis tools help filter, crosstab, test significance, and extract takeaways instantly.

Key trends

1

The limits of pricing power.

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For years, price increases were the main growth lever in the luxury sector. However, in 2024, demand slowed. This signals a critical need to rethink value perception and the balance between exclusivity and accessibility.

 

2

AI’s untapped potential.

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72% of industry leaders see AI as a strategic enabler, from personalized experiences to supply chain efficiency. Yet most lack the data infrastructure to unlock its full promise.
3

Second-hand going mainstream.

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The €48 billion second-hand luxury market is no longer niche. It attracts younger consumers and supports sustainability, but only 7% of brands have placed it at the core of their strategy.

“Luxury brands are no longer confined to fashion — from Bvlgari Hotels to Louis Vuitton cosmetics, diversification is redefining the boundaries of luxury. Yet, this push for broader reach brings its own tension. As brands experiment with more affordable lines, they must do so without diluting their exclusivity.”
Guillaume des Rotours BW
Guillaume des Rotours Partner, Global Head of Luxury
KPMG_logo

Our team

Alexis Ressy
ACCOUNT EXECUTIVE
alexis.ressy@potloc.com

 

Kickstart your next thought leadership survey.

With unmatched sample quality, time-saving analysis tools, and dedicated research experts at your disposal, Potloc is the go-to survey partner for PE & consulting firms.

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