PwC research: Secondhand is a conscious choice_ clothing leads luxury purchases

Secondhand fashion is no longer a niche but a conscious choice_ increasingly integrated into the purchasing behaviour of younger generations. 40 percent of Gen Z and 28 percent of Millennials have already purchased second-hand products on Vinted_ while 41 percent and 27 percent_ respectively_ have also sold them. In contrast_ 53 percent of Baby Boomers and 49 percent of Gen X have never bought or sold secondhand items_ a sign of a still-strong cultural resistance.

71 percent of consumers have purchased luxury items from Italian multi-brand boutiques at least once_ both in brick and mortar stores and online. 39 percent of Gen Z considers the ability to personalise a product very important. These are some of the findings from the 'Trends in luxury fashion: Consumer survey 2025' survey by PwC. The survey was conducted on 268 consumers in Italy_ Germany_ the UK_ France_ and Spain_ belonging to the baby boomer_ Gen X_ millennial_ and Gen Z generations. Some of the research findings were presented this week in Rome during a retail conference organised by Camera Buyer Italia.

When prices are too high some wait for discounts_ some choose secondhand_ others opt for rental

Furthermore_ 87 percent of millennials are more interested in discovering new high-end multi-brand labels_ while 49 percent of baby boomers are unwilling to pay more for sustainable products. It seems clear that luxury is changing_ and the new generations want it to be sustainable_ accessible and customisable.

Clothing remains the most purchased luxury category_ with 69 percent of consumers having bought at least one item in the last 12 months. This is followed by accessories (53 percent)_ shoes (32 percent)_ and bags (16 percent). Young people from Gen Z stand out for the variety of their purchases: 66 percent choose clothing; 62 percent accessories; 43 percent shoes; and 18 percent bags. The preferences of millennials are similar_ while Gen X and baby boomers focus mainly on clothing_ showing less interest in accessories and footwear.

“Luxury fashion is undergoing a profound and irreversible transformation. The new generations are no longer content with just buying a product; they want to understand its value_ history_ and impact. Gen Z and millennials are redefining the rules of the game_ pushing the industry towards more sustainable_ inclusive_ and digital models. Consumers are more informed_ more curious_ and more demanding. They clearly indicate where to invest: in experience_ circularity_ and trust. For companies in the sector_ this is a real opportunity to rethink their positioning and build long-term value. The future of luxury is already here_ and it speaks the language of awareness_” explained Erika Andreetta_ partner at PwC Italia and EMEA fashion & luxury leader_ in a note.

When the price of a product is considered too high_ consumer behaviour changes. About a third (29 percent) admit to waiting for sales_ while 20 percent claim they have never given up a purchase for financial reasons. Younger generations show more flexible strategies. Gen Z prefers second-hand_ rental_ and private sales. Millennials look for similar alternatives in more accessible brands_ while Gen X and baby boomers do not seem to be deterred by price.

Another interesting finding concerns the time between encountering a product and deciding to purchase it. Gen Z is more deliberate: only 34 percent decide in less than half an hour_ while 21 percent take a few hours before buying. In contrast_ Baby Boomers are more impulsive: 32 percent buy within 10 minutes_ and a significant 47 percent within half an hour.

The motivations driving the purchase of a luxury product are not limited to design or brand. The most influential factors are craftsmanship and the quality of customer service (37 percent). These are followed by environmental sustainability (32 percent); 'Made in Italy' production (31 percent); the status associated with the brand (31 percent); and reviews from friends and family (28 percent). Personalisation emerges as a key element. 39 percent of Gen Z considers it very important to be able to customise a product or service based on their preferences for design_ functionality_ content_ and user experience.

In-store or online purchases?

The physical channel remains a key reference point for luxury fashion shoppers_ but the omnichannel experience is now a well-established reality. Only 34 percent of consumers state they shop exclusively in physical stores_ compared to 13 percent who buy only online. The majority alternate between both channels (53 percent)_ showing a growing fluidity between the physical and digital experience.

The preference for physical stores is stronger in certain categories. Jewellery (41 percent)_ accessories (40 percent)_ and formalwear (39 percent) are predominantly purchased in physical boutiques. Half of baby boomers prefer to buy exclusively in physical stores (48 percent)_ while Gen Z shows a strong inclination towards a hybrid model (68 percent)_ combining physical and digital.

When it comes to choosing where to shop_ the brand's own store is the preferred channel for all generations. This is followed by multi-brand stores_ which are particularly popular with Gen X (40 percent) and baby boomers (26 percent). Outlets_ second-hand stores_ and local markets remain marginal.

Exclusivity is main factor that makes a high-end multi-brand store attractive

Online purchasing habits also vary by generation. On average_ single-brand e-commerce remains the preferred channel_ followed by multi-brand boutiques and generalist marketplaces. Gen Z stands out for its more intense presence on digital platforms_ dividing its purchases among e-commerce_ online outlets_ and second-hand markets.

Multi-brand stores continue to be key players in luxury fashion_ serving as a reference point for those seeking variety_ quality_ and new shopping experiences. Millennials frequent them the most_ with 79 percent choosing these boutiques_ followed by Gen Z at 69 percent. Conversely_ baby boomers are the generation least likely to shop in Italian multi-brand boutiques (47 percent) and also have the most limited knowledge of this channel (16 percent).

Trust in high-end multi-brand stores varies significantly across generations. Gen Z and millennials are the most convinced_ with 49 percent and 46 percent respectively believing these stores can select the right brands for them. Gen X shows a more moderate attitude (63 percent)_ while baby boomers are more sceptical: 32 percent state they agree 'little' or 'not at all'.

Exclusivity is the main factor that makes a high-end multi-brand store attractive for 43 percent of consumers.