EY Luxury Client Index 2026: Trends in the Luxury Market

The global luxury market is showing the first signs of recovery—but growth remains fragile and varies significantly by region and customer segment. At the same time, new business models, exclusive customer experiences, and AI-driven personalization are fundamentally changing trends in the luxury market. This is shown by the latest EY Luxury Client Index 2026, for which 1,631 so-called ’Aspirational Luxury Clients« were surveyed across eleven markets, including approximately 100 people from Switzerland.

Tradition and quality remain key

Despite new trends, the classic values of the luxury segment remain central. Worldwide, material quality (65 percent) and brand heritage (52 percent) are among the most important purchasing criteria. This trend is similarly evident in Switzerland: Just under half (46 percent) of respondents cite a brand’s history and tradition as an important reason for purchasing established luxury brands. For 64 percent, perceived product quality plays a decisive role.

Traditional factors also played a major role in the most recent luxury purchase. Material quality (63 percent), long-term product value (47 percent), brand heritage (46 percent), and craftsmanship (44 percent) are among the most important factors influencing the purchase decision.

Fabian Wehren, EY Switzerland Consumer & Retail Sector Leader, comments on the report with regard to Switzerland: «Today’s luxury consumers expect both: a brand’s traditional values and, at the same time, innovative offerings. Particularly interesting is the high level of openness among Swiss customers toward certified pre-owned products, exclusive experiences, and AI-powered services—as long as these enhance the brand experience rather than replace it.»

Future Potential Through Certified Pre-Owned

The market for certified pre-owned luxury goods is increasingly becoming an integral part of trends in the luxury market. Worldwide, 62 percent of respondents would purchase pre-owned luxury goods directly from a brand, provided that authenticity and quality are guaranteed. In Switzerland, this figure is significantly higher, at 70 percent.

Half of Swiss respondents have already purchased a pre-owned luxury item at least once (50 percent). The main reasons for purchasing are access to rare or no-longer-available products (76 percent), more attractive prices (72 percent), and sustainability considerations (57 percent).

Subscription-based models are also gaining in importance. Worldwide, 63 percent of respondents can imagine signing up for a paid luxury subscription. Exclusive access to products and experiences (44 percent) as well as personalized offers and VIP experiences (38 percent each) are particularly appealing.

Experiences Are Becoming a Competitive Advantage

Luxury brands are increasingly investing in exclusive customer experiences to strengthen customer loyalty. Nevertheless, both globally and in Switzerland, 30 percent of respondents said they had not had any brand-related experiences in the past twelve months.

At the same time, the results highlight the potential of such offerings: Globally, 73 percent of people would be willing to pay for exclusive luxury experiences. In Switzerland, this figure is slightly lower at 67 percent, but remains at a high level. Private shopping experiences, limited-access products, and exclusive lifestyle and travel offers are particularly in demand.

AI is meant to support—not replace

Artificial intelligence is also gaining importance in the luxury segment. Both globally and in Switzerland, 81 percent of respondents are convinced that AI can enhance the shopping experience. Smart mirrors and virtual try-ons in stores, personalized product recommendations, and digital assistance during shopping are particularly in demand.

At the same time, expectations for personal interaction remain high: Three-quarters of Swiss respondents fear that digital technologies could cause the human aspect of the luxury experience to be lost (77 percent). While omnichannel shopping is increasingly becoming the norm, brick-and-mortar retail remains central. Globally, 71 percent of recent luxury purchases are made directly in brand stores. In Switzerland, too, this channel continues to dominate and achieves the highest satisfaction ratings.

Fabian Wehren of EY Switzerland concludes: «Luxury remains a personal business. New technologies such as AI can enrich the shopping experience, but they cannot replace human interaction. Successful brands will be those that make strategic use of innovation while simultaneously strengthening exclusivity, trust, and personal customer relationships.»

You can find the complete EY Luxury Client Index 2026 at: https://www.ey.com/de_ch