Decoding Luxury through digital signals

What billions of searches reveal about how luxury is seen, sought, and sold         Leveraging 8.5B+ searches across 30 brands over 4 years, USA 

Are you tracking the signals that matter?

After years of record growth, the luxury industry is facing a new reality. Once defined by timelessness and exclusivity, it is now shaped by volatility, shifting values, and a consumer base that’s harder to pin down.

And yet the desire for luxury has not disappeared.

We used digital signals over a period of four years to understand what people search for in the context of a pre-defined set of luxury brands, and unpacked it in this latest Kantar report. 

5

BILLION fashion related queries are made in the US each year

+31%

YoY Vintage searches 

+278% 

Surge in interest in second-hand luxury 

+20%

use luxury rental service
Decoding Luxury 

73% of brands tracked saw a decline in search interest year-on-year 

Decoding Luxury 

Sneaker & New Balance searches reflect the success of Miu Miu’s New Balance collaboration.

Decoding Luxury 

Second-hand is mainstreaming, vintage is the new status symbol

Decoding Luxury 

Footwear is down at -29% hinting at saturation 

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