Luxury in DE

Almost 10% of Germans are luxury consumers, roughly 8 Mill. people. That is +3 Mill. since 2011, or +60%.

They are dining in top restaurants, staying in luxury hotels, wearing expensive sportswear. And they own, or plan to buy jewelry, eyewear, watches, etc.

Exclusive brands are their preference.

The group has changed very little over the last 10 years. Mostly they are 50+ and married. They are well educated, and are living in the suburbs.

What changed are their financials, to the better. The average household income increased by ~15%. The free, spendable income increased by ~ 30%.