Luxury Interest Up ↑ 'MZ Generation', Top Female Preferred Brand "1st = Chanel", What Is 1st for Men?

Revenge Spending and the Rise of Resell-jok Change the Landscape of the Secondhand Luxury Goods Market

The domestic luxury market continues to show steady growth, with luxury goods becoming a hot topic especially among the 2030 MZ generation and office workers. In particular, the MZ generation is actively participating in open-run events and secondhand luxury reselling, creating a new trend that accounts for half of the department store luxury sales.

So, which luxury brands do the MZ generation prefer? Recently, the luxury platform Philway conducted a survey to find out which luxury brands the MZ generation prefers and which brands they actually own.

The survey targeted Philway members who own luxury goods, with the MZ generation making up 52.7% of all participants, more than half. In the brand preference survey for those considering recent purchases, women ranked Chanel first, Gucci second, and Louis Vuitton third, confirming that Chanel consistently holds the top spot as expected.

The preferred brands were similar across all age groups. Among men, Stone Island, which is also very popular among people in their 20s recently, ranked first, followed by Balenciaga and Gucci. Men showed a consistent preference for Rolex across all age groups, confirming the enduring popularity of the Rolex brand.

Especially, Chanel and Rolex still experience open-run phenomena at department stores every season, making it difficult to purchase new products. Recently, it has been reported that many consumers are willing to wait for long hours even on weekdays to make a purchase.

Why do brands like Chanel, Rolex, Balenciaga, and Stone Island, which are hard for the MZ generation to easily obtain, continue to be popular?

According to industry insiders, the growing interest of the MZ generation in financial investments such as cryptocurrency, stocks, and real estate, and the increase in young and rich individuals accumulating wealth through these means, are exerting a powerful influence on consumption trends. Additionally, the flex culture that was hugely popular last year is once again becoming a focus of their interests.

Moreover, the resale market has become vibrant to the extent that terms like ‘Chatech’ and ‘Roltech’ have emerged among the MZ generation, marking it as a new trend. As a result, the number of resellers who professionally purchase high-value secondhand luxury goods and sell them at high prices is increasing, and the secondhand luxury goods market is expected to expand further in the future.