Generation Y's Favorite Brands

New Coverage By Courtney Iseman, New York Contributing Writer

Generation X and the Boomer Generation take cues from the youngest generation, Generation Y, when it comes to styles and trends. In a society that prizes youth, Generation Y just couldn’t be more powerful.

L2 assembled a panel of 448 individuals in 45 countries. The average age is 28.5 and the gender breakdown is 55% female and 45% male. 83% of this panel expect to reach making over $100,000 a year within the next two years. This generation is right in the middle of its spending prime.

To find out where 105 iconic prestige brands lie on the scale of importance and relevance to Generation Y, L2 asked the panel to name their five favorite luxury brands – unprompted, and having to also rank 105 brands out of a list representing six categories: Auto, Beauty and Skincare, Champagne and Spirits, Fashion, Watches and Jewelry and Hotels.

L2 broke the results into five categories of descending relevance: Epic (highest relevance), BFF, Whatever, Tired and Off the Grid (lowest relevance).

Top Luxury Brands Among Gen Y Female Consumers

Chanel
Ritz-Carlton
Four Seasons
Marc Jacobs
Cartier
BMW
Mercedes-Benz
W Hotels
Prada
Audi

The bottom ten were: Audemars Piguet, Luxury Collection, Jaeger-Lecoultre, Franck Mueller, Woodford Reserve, Conrad, IWC, Graff, Vacheron, Constantin and Hublot.

Brands like Hermes, Tiffany, Gucci, Dior, Louis Vuitton, Kiel’s Waldorf Astoria, Armani, Dolce & Gabbana, Ferrari, YSL and Bobbi Brown held on to spots in the Epic or BFF categories.

Top Luxury Brands Among Gen Y Male Consumers

BMW
Ferrari
Porsche
Lamborghini
Audi
Aston Martin
Four Seasons
Mercedes-Benz
Ralph Lauren
Ritz-Carlton

The bottom ten was Hublot, Jaeger-Lecoultre, Conrad, Vacheron Constantin, Balenciaga, Graff, Stila, NARS and Benefit.

Among others, brands like Bentley, W Hotels, Rolex, Johnnie Walker, Cartier and Burberry stayed in the top categories of Epic and BFF.

To read the full article, go to FashionablyMarketing.Me.