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Research

Comfort is No. 1 aspirational luxury as younger consumers stress

September 9, 2023

Personal luxury is the third category to emerge – after traditional luxury and contemporary luxury – that resonates highly with stressed younger aspirational consumers. Source: Horizon Media Personal luxury is the third category to emerge – after traditional luxury and contemporary luxury – that resonates highly with stressed younger aspirational consumers. Source: Horizon Media

 

By Staff reports

Respondents to a new Horizon Media study across the United States and Canada ranked comfort as their top luxury attribute, consistently placing it at No. 1 in all surveyed categories, including travel, dining, fashion, groceries, wellness, automotive and tech.

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