Men in Their 10s-20s Focus on 'Contemporary Luxury Brands', Women in Their 40s Pay Attention to 'Luxury Living'

Catch Fashion Analysis, New Age Group Consumers Entering the Online Luxury Market

[Asia Economy Reporter Jo In-kyung] The number of male customers in their teens and twenties seeking 'contemporary luxury brands' in the online luxury market is increasing. Among women aged 45 and older, interest in 'luxury living products' is rising.

On the 14th, luxury platform Catch Fashion analyzed purchase data by age group for the first and second halves of last year, revealing that the proportion of male customers aged 15-24 and female customers aged 45 and older has noticeably increased, broadening the age range of purchasing customers.

First, people in their 30s have established themselves as the main customer base in the luxury market, backed by purchasing power and strong interest. The repurchase rate for this age group reached 70%.

In particular, the market influx of young male customers and middle-aged female customers increased significantly. In the first half of last year, the purchase proportion of the 25-34 age group was the highest at 56.9%, followed by the 35-44 age group at 29.6%. The 15-24 age group accounted for 7%, and customers aged 45 and older made up 6.5%.

However, in the second half, the purchase proportion of the 15-24 age group rose sharply to 14.7%, and customers aged 45 and older accounted for 7.5%. The largest purchase proportion remained with the 25-34 age group at 52.5%, while the 35-44 age group was also recorded at 25.4%.

It is also notable that among the younger generation, male customers increased, while among middle-aged and older customers, female customers increased. In the second half of last year, the proportion of female customers in the 15-24 age group increased by 5 percentage points compared to the first half, and males increased by 10 percentage points. Among customers aged 45 and older, male customers showed no change, whereas female customers increased by more than 2 percentage points.

Preferred luxury brands also varied by age. Among the MZ generation, especially male customers aged 15-24, so-called 'new luxury' contemporary brands showed strength, with clean details making them suitable for daily wear, such as Stone Island, Maison Kitsun?'s logo patch sweatshirts, and Maison Margiela Replica low-top sneakers gaining popularity.

On the other hand, women aged 45 and older focused on the living category amid the 'luxuryterior (luxury + home interior)' trend sparked by extended time spent at home. They frequently chose Gucci's Herbarium coffee cup set, European luxury porcelain brand Richard Ginori's plate sets, and Danish living brand MENU's Umanoff wine rack.

Lee Woo-chang, CEO of Catch Fashion, explained, "Analysis of actual purchasers shows that while the loyalty of the existing customer base with purchasing power in the luxury market remains strong, new generations continue to enter the market."

This content was produced with the assistance of AI translation services.