An EY study on the luxury sector reveals that Artificial Intelligence is gaining ground, but physical stores remain the preferred channel for consumers. According to the study, 71% of clients continue to prefer completing the purchase of a luxury item in a physical store, and 67% are extremely satisfied with the in-store experience, a 20 percentage point difference compared to brand websites. Sérgio Ferreira, Partner and Consumer Products & Retail Leader at EY, states that the boutique continues to be the space where the brand promise becomes tangible through service, trust, and personalized attention.
However, 94% of aspirational consumers believe that AI can enrich the shopping experience, and 57% consider AI services "very or extremely appealing." Sérgio Ferreira argues that the opportunity lies in making the journey more relevant and personalized, through improved online search, personalized recommendations, and greater product guidance. However, he emphasizes that in luxury, AI should not be a mass efficiency tool, but rather an extension of the maison's codes and the client advisor's work.
The study, the second carried out by EY, also shows that traditional luxury fundamentals prevail. The quality of materials is the main purchasing factor, cited by 65% of consumers, followed by brand heritage and legacy, at 52%. Hermano Rodrigues, Principal at EY-Parthenon, states that even in a more challenging economic context, consumers primarily value quality, craftsmanship, and the lasting value of products.
The study also reveals openness to alternative business models: 62% of consumers are willing to buy certified second-hand products directly from brands, and 63% would consider joining a luxury subscription model. Sustainability has been gaining relevance, especially among younger generations, with 32% of Gen Z and millennials including this factor among their main purchasing criteria.
