Despite the global slowdown in the luxury goods sector, Europe is showing growth. In 2024, the value of the market in the region increased by 3% and reached almost €110 billion. What is behind this paradox?

The luxury market in Europe is experiencing a shift as Millennials and Gen Z consumers prioritize authenticity and values over traditional, polished advertising. Platforms like TikTok have become influential in shaping consumer preferences, with brands engaging audiences through genuine dialogue rather than idealized imagery.

Brands such as Hylak and Inglot are leveraging TikTok to connect with younger audiences, translating online engagement into real-world purchasing decisions. While the concept of luxury remains important, its definition is evolving to include the values and relationships a brand represents, rather than just the products themselves.

Are TikTok, Gen Z responsible for luxury boom in European market?

Millennials and Gen Z no longer want perfect campaigns or smooth messages. They expect authenticity, relationships and values. And platforms like TikTok are becoming the voice of the new consumer. The new generation of consumers is moving away from an idealized world. They are not looking for perfect images and prefer authenticity. Such brands are able to dispense with excessive perfectionism and rely on dialogue to win true audience engagement. The Polish market is no exception. Brands such as Hylak and Inglot are effectively using the potential of TikTok. This form of communication translates into real purchasing decisions. Luxury is not losing its meaning. It is rather changing its form. Today, it is not just about the product, but also the values that the brand represents.

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Breakdown