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On the other side of the globe, China is also navigating a period of slower growth, influenced by a complex mix of economic and political factors. As a result, a swift rebound in luxury goods consumption in 2025 may not materialise as quickly as anticipated, says Joëlle Grunberg, partner and leader in McKinsey’s retail, fashion and luxury practice. While China remains one of the largest markets for luxury, alongside the US, the outlook becomes more uncertain if Stateside growth also hits a snag. This dual slowdown could present significant challenges for premium brands. Facing strong headwinds, brands will have to adapt to a growing consumer resistance to premium pricing, a surge in demand for experiential spending and an ongoing digital transformation that is reshaping how luxury is sold and perceived.Official Cadets Vs Convicts Shirt
Amid economic uncertainty, affluent US consumers are already adjusting their spending habits. Many are opting for more accessible luxury options, a trend referred to as ‘value hacking’. Chen points to partnerships like that of Rebag and Walmart, whereby the former sells coveted pre-owned Birkin bags via the latter’s highly trafficked marketplace, as an example of this shift. Similarly, Costco has become the largest US importer of French wines, reflecting how well-heeled shoppers are embracing the value offered by more mainstream outlets. This shift underscores how even high-income consumers are becoming more strategic with their purchases, prioritising perceived value over traditional luxury retail channels.
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