New Luxury Fashion Monitor
TL;DR:
- 88% of young people would rather buy sneakers than spend money on holidays or gadgets
- 68% regularly buy luxury fashion such as Balenciaga, Alexander McQueen and Filling Pieces
- Friends are a bigger source of inspiration than influencers for more than half of young people
- Instagram is the most influential media source for clothing (59%), TikTok is growing among students
- The study was conducted among 1,000 young Dutch people aged 15 to 30
How much do young people spend on sneakers and luxury fashion?
88% WOULD RATHER BUY NEW SNEAKERS than spend money on a holiday, the gym or gadgets.
1/3 SET ASIDE €250 to €500 A YEAR FOR THIS - One in five young people say more than €1,000.
69% SAY THAT 'SALE' INFLUENCES THEIR BUYING BEHAVIOUR
A FULL 68% REGULARLY BUY LUXURY FASHION Such as sneakers from Balenciaga, Alexander McQueen and Filling Pieces.
Students and pupils increasingly choose Dutch fashion brands.
Where do young people most like to shop for luxury fashion?
BASICS FROM H&M AND ZARA REMAIN POPULAR 94% of young people pick up many of their basics here
SHOPPING ONLINE & OFFLINE FOR LUXURY FASHION AND ACCESSORIES Around 66% of young people prefer a shop or department store, 34% prefer to buy online, of whom 30% choose an online shop where multiple brands and products are represented.
Curious about how quickly young people make luxury purchases? Read more about impulse purchases of luxury fashion among young Dutch people.
Who inspires young people when buying clothes?
NOT INFLUENCERS, BUT FRIENDS AS A SOURCE OF INSPIRATION More than half of young people are more likely to be inspired by friends than by online influencers
INSTAGRAM IS SEEN AS THE MOST INFLUENTIAL MEDIA SOURCE 59% use Instagram as a source of inspiration to buy clothes; among pupils, TikTok and SnapChat are more popular than average.
What is the New Luxury Fashion Monitor?
WINKELSTRAAT.NL NEW LUXURY FASHION MONITOR
Luxury is no longer only about displaying wealth. Expressing a particular subculture has become increasingly defining in fashion. As a result, sneakers and streetwear have found their way to the top of fashion in recent years: the rise of New Luxury.
The New Luxury Fashion Monitor by Winkelstraat.nl offers insight into the shopping behaviour of the current young generation in the Netherlands and their attitude toward luxury brands and fashion. The study was conducted by Qrius on behalf of Winkelstraat.nl among 1,000 young Dutch people aged 15 to 30.
Also take a look at which cities spend the most on luxury fashion for more insights from our data.
Frequently asked questions about the New Luxury Fashion Monitor
What is New Luxury?
New Luxury is no longer only about displaying wealth. It's increasingly about expressing a subculture through fashion. Sneakers and streetwear have found their way to the top of the fashion industry. Brands like Balenciaga, Alexander McQueen and Filling Pieces are symbols of this movement.
How big is the luxury fashion market among young people?
A full 68% of young Dutch people regularly buy luxury fashion. A third set aside 250 to 500 euros a year for sneakers and designer clothing, and one in five spends even more than 1,000 euros. The study was conducted among 1,000 young people aged 15 to 30.
Are young people inspired by influencers when buying clothes?
Surprisingly, no. More than half of young people are more likely to be inspired by friends than by online influencers. Instagram does remain the most important media source for fashion inspiration (59%), while TikTok and Snapchat are growing especially among pupils.
