We are thrilled to present the Global Luxury Brand Analysis 2025 Report. 

Dive into insights from 70+ luxury brands and 10,000 activations to understand how the luxury industry is evolving amid its recalibration phase.

Key Findings:

• Activations Accelerate Despite Market Normalization: Brand activations rose +21% YoY in 2025, with strong H2 momentum (+46%), confirming the growing strategic importance of year-end cycles even as the luxury market stabilizes.

• Sector Leadership Shift: Perfume & Cosmetics led growth (+43%, 43% of total activations), driven by retail expansion. Watches & Jewelry grew +24%, while Fashion & Leather Goods declined (-1% globally, -10% in China).

• Localization Becomes Structural: Local activations surged +40% as global campaigns stagnated (-1%), with H2 showing a decisive shift toward region-specific strategies (+65% vs. +21%), signaling precision targeting over global scale.

• Regional Growth Polarization: MEA (+105%) and North America (+102%) led expansion, while China remained the largest activation market (+16%). LATAM (+59%) and APAC (+79%) strengthened as high-growth hubs.

• Cultural & Financial Discipline Intensify: Sponsorships (+52%) and movie placements (+133%) reinforced cultural positioning, while pricing pressures and FX headwinds pushed brands toward portfolio rationalization, mid-range expansion, and capital discipline.

Unlock the data, insights, and trends that shaped the global luxury landscape in 2025 and see why they matter in 2026.