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Luxury Trend Report 2021: A newfound positivity

For the 12th consecutive year, Ifop has joined the Grand Prix Stratégies du Luxe, organised by Stratégies, the marketing, communication and weekly media. On this occasion, Ifop Luxe carried out an exclusive study: the “Luxury Trend Report“, which highlights the trends, as seen by luxury professionals (Maisons de Luxe, Agencies, Media, etc.).

The results were revealed by Stéphane Truchi on the occasion of the awards ceremony, which was held on 1 December 2021 at the Salon des Miroirs in Paris. Unlike last year which was disturbed by the context we know all too well, luxury displays a frank smile. To the question “In your opinion, among the following expressions, which one best illustrates the year 2021 for the luxury sector?”, 49% of the 189 luxury professionals display a candid smile and 28% have chosen a more timid smile. So, 77% adopt an air of enchantment.



Optimism is also in the spotlight this year. The study counts a favourable total of 84% of respondents who say they are optimistic about the future of the luxury sector. According to Stéphane Truchi, it would indeed be a “euphoria of coming out of the crisis”.

The list of countries whose sector has been severely tested during this crisis is mainly made up of European countries such as Italy, the United Kingdom and France but also Russia.

As for the various luxury categories (leather goods, ready-to-wear, etc.), growth prospects are positive.

Forecasts as regards commitments are mainly concentrated around the environmental dimension, which plays a large role in the results (45%). Transparency on manufacturing conditions is in second place (35%) followed by social responsibility (10%).



To discover the full set of results, details by country and product category, download the full edition of the Luxury Trend Report 2021.

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Marc Gicquel Head of Luxury division

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