Editor’s Note
This analysis highlights a key distinction in the global luxury market. While quality is universally prized, the French consumer’s deep-rooted appreciation for artisanal craftsmanship remains a unique and powerful driver of demand, shaping the identity of the nation’s iconic brands.
In its latest report, consulting firm EY examines the evolution of consumption trends in the luxury industry. While quality remains highly valued by all international consumers, it appears that French buyers are distinguished by their fundamental connection to craftsmanship, which serves as a true driving force influencing their purchasing decisions.
Chanel, Hermès, Dior, Louis Vuitton… While France has historically been home to many major luxury Houses, the concept of craftsmanship may also be ingrained in the DNA of its consumers.
This is precisely what the EY Luxury Client Index 2025 study reveals, indicating that two-thirds of French respondents cite the “desire to own a quality product” as the primary motivation for purchasing a prestige item. While this criterion also dominates in the nine other surveyed markets (United States, Mainland China, Spain, United Kingdom, Germany, Italy, Japan, United Arab Emirates, and Switzerland), its consideration in France is five points higher than the international average, further proof, if needed, of the national attachment to this subject.
This inclination goes even further, as according to the report, artisanal craftsmanship stands out as the primary influencing factor for French luxury consumers. This geographical exception even tends to be more pronounced among younger generations:
the firm specifies in an analysis note shared alongside the study.
Among other French specificities, luxury consumers also prioritize product exclusivity and rarity, whereas in other markets, buyers place greater value on brand heritage.
The relationship with quality and authenticity is also reflected in the prioritization of sustainability-related action areas: when asked about responsible initiatives in the luxury sector, the French indeed place supply chain transparency in first position.
emphasizes Rachel Daydou, Partner at EY Fabernovel and Head of AI and Sustainability for Luxury.
This authenticity, which guarantees cultural anchoring and serves as a reassurance lever, is found in the editorial strategies of the Houses—focus on workshops, portraits of artisans, deep dives into archives…—and also highlights the major challenges surrounding the transmission and perpetuation of artisanal skills.