PwC Study Reveals: Secondhand Shopping Is a Deliberate Luxury Choice

Secondhand fashion is moving beyond a niche market into a thoughtful choice embraced by the younger generations. About 40% of Gen Z and 28% of Millennials have bought secondhand items on Vinted, while 41% and 27% have sold them. Conversely, many Baby Boomers (53%) and Gen X (49%) have yet to engage in buying or selling such items, indicating a lingering cultural resistance.

A significant 71% of consumers have purchased luxury items from Italian multi-brand boutiques, either in-store or online. Notably, 39% of Gen Z considers product personalization crucial. These insights stem from the ‘Trends in luxury fashion: Consumer survey 2025’ conducted by PwC, which surveyed 268 consumers across Italy, Germany, the UK, France, and Spain among various generations. Key findings were shared recently during a retail conference arranged by Camera Buyer Italia in Rome.

Adjusting to High Prices: Discounts, Secondhand, or Rentals

Moreover, 87% of millennials show a keen interest in discovering new high-end multi-brand labels, while 49% of baby boomers are less willing to pay extra for sustainable options. It’s evident that luxury is evolving; the new generations demand sustainability, accessibility, and customization.

Currently, clothing leads as the most favored luxury category, with 69% of consumers purchasing at least one item in the past year. Accessories are next at 53%, followed by shoes at 32% and bags at 16%. Gen Z stands out for their diverse purchases: 66% choose clothing, 62% accessories, 43% shoes, and 18% bags, while Millennials reflect a similar pattern. In contrast, Gen X and baby boomers primarily focus on clothing.

“Luxury fashion is undergoing significant changes. The new generations aren’t simply satisfied with buying; they wish to grasp the product’s value, history, and impact. Gen Z and Millennials are reshaping the landscape, steering the industry towards more sustainable and digital models. Informed and curious, consumers are now adamant about experiences, circularity, and trust. This presents a unique opportunity for companies to reassess their strategies and build lasting value.” This was highlighted by Erika Andreetta, a partner at PwC Italia and EMEA leader for fashion and luxury.

As for the response to high prices, consumer behaviors shift notably. About 29% admit they wait for sales, while 20% have never abandoned a purchase for financial reasons. The younger generation is more adaptable; Gen Z tends to favor secondhand, rental, and private sales. On the other hand, Millennials seek alternatives in more affordable brands, whereas Gen X and baby boomers remain less affected by pricing.

An intriguing finding focuses on the decision-making duration before a purchase. Gen Z takes a more cautious approach; only 34% decide within 30 minutes, while 21% take several hours. In contrast, Baby Boomers often act on impulse, with 32% making a decision within 10 minutes, and 47% in under half an hour.

The reasons driving luxury product purchases extend beyond mere aesthetics or branding. The most significant factors include craftsmanship and quality of customer service (37%). These are closely followed by environmental sustainability (32%), ‘Made in Italy’ production (31%), brand prestige (31%), and recommendations from friends and family (28%). The option for personalization also ranks high; 39% of Gen Z considers it vital to customize a product or service according to their preferences.

Online vs In-store Shopping Preferences

While physical stores remain vital for luxury fashion consumers, the omnichannel experience has become a prevalent trend. Only 34% of shoppers claim they only shop in physical locations, compared to 13% who exclusively buy online. Most consumers (53%) alternate between both shopping methods, indicating an increasing blend of in-person and digital experiences.

Preferences for physical retail are more pronounced in specific categories. Jewelry (41%), accessories (40%), and formalwear (39%) are primarily purchased in store. Notably, half of the Baby Boomers (48%) prefer to shop only in physical locations, while Gen Z leans heavily towards a hybrid shopping model (68%).

When selecting shopping venues, brand-specific stores take precedence across generations. Following these, multi-brand stores attract significant interest, especially from Gen X (40%) and Baby Boomers (26%). Outlets, secondhand shops, and local markets remain less popular.

The Appeal of High-End Multi-Brand Stores

Generational differences also influence online shopping habits. On average, single-brand e-commerce is favored, followed by multi-brand boutiques and general marketplaces. Gen Z demonstrates a strong presence across digital platforms, mixing their purchases among e-commerce sites, online outlets, and secondhand markets.

Multi-brand boutiques remain essential in luxury fashion, acting as hubs for those seeking variety and unique shopping experiences. Millennials frequent these stores the most, with 79% actively choosing them, while Gen Z follows at 69%. However, Baby Boomers are the least likely to shop in these Italian multi-brand boutiques (47%) and have limited understanding of this shopping channel (16%).

Trust in high-end multi-brand stores varies among generations. Gen Z and Millennials exhibit high confidence, believing that these stores will curate suitable brands for them (49% and 46%, respectively). Gen X maintains a more balanced viewpoint (63% trust), while Baby Boomers tend to be skeptical, with 32% expressing a lack of trust.

Exclusivity remains a primary attraction for high-end multi-brand stores, appealing to 43% of consumers.

This article was translated to English using an AI tool.

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