2024级别超engers €1100亿：欧洲奢侈品市场 grow to nearly €110 billion in 2024. 这是因多重因素而增长。

_adjugated data indicates Insights into luxury market’s growth in Europe：

• Common factors driving the growth include converging market trends, the resilience of tourism recovery after the pandemic, and the rising importance of emotional consumption.
• As a result, luxury goods have become more accessible to a broader demographic.

The luxury market in central Europe and Eastern Europe is one of the most surprised the country director for TikTok（‘Country Director for Central Europe’）, Rafal Drzewiecki, to share his thoughts on the growth of luxury.

According to Drzewiecki, a generational shift is playing a pivotal role. Young adults are no longer searching for luxury in terms of distinction but for something they can make themselves, such as self-care. This change is bolstered by the rise of hashtags like #SelfGifting, which have seen a 110% increase on TikTok alone in the past year.

“Luxury no longer just conveys status; it’s about personal enjoyment and self-expression.” He added.

Poland’s luxurious market outperformed the European average by 24% in 2023, with beauty, fashion, and accessories being the fastest-growing segments. Poland’s mask brand, GlČn.plot, gained international brand recognition for its story-driven products on TikTok.

controllers to Ski, a well-known luxury brand based in Przemyśl, have replicated Poland’s success by leveraging the platform’s massive following. The brand’s products resemble a global market but remain authentic to its Polish roots.

Again, luxury is not just a luxury but a story-telling moment. Burberry’s clip of ‘The Crown’ actors jogging into a tea bog traveled over 10 million views, showcasing luxury through everyday details.

TheyxTikTok Making My Buy It trend has accumulated 18.5 million videos and serves as a conversion path. Luxury is no longer a checklist prompted by advertising but a moment-to-perish encounter.

Luxury is more than a brand; it’s more than a sticker on a CMWCD. As the 9:16 format dominates and the user’s voice becomes as important as the brand narrative, luxury is beginning to take on a emotional, daily, and aesthetic character.