The Top Luxury Brands Dreamed of by Consumers: LOUIS VUITTON and HERMÈS Lead the Rankings

Insights into Luxury Brand Aspirations in Japan

A recent study conducted by LINE Yahoo Japan’s LINE Research, which draws from a substantial panel of over 7 million active respondents, sheds light on the aspirational luxury brands among Japanese consumers. This survey focused on both genders aged 15 to 69 and produced intriguing insights into brand preferences and sentiments.

Overall Brand Sentiment

The findings reveal that less than 30% of respondents expressed a strong liking for luxury brands, while about 35% remained neutral. Interestingly, younger women exhibited notably higher favorability towards these brands. Analyzing the data by gender and age, the results indicate a distinctive preference landscape: 30% of participants disliked luxury brands, with a more substantial percentage among men, especially in their 30s, where nearly 50% reported negative sentiments.

Ranking of Desired Luxury Brands

When asked about their aspirational luxury brands, over 20% of the respondents indicated that LOUIS VUITTON and HERMÈS were their top choices, virtually tied for first place. Following them, TIFFANY & Co., CHANEL, and ROLEX captured the interest of the respondents, with each of these brands appealing to roughly 15%. Notably, nearly 40% of those surveyed either felt indifferent or had no specific brand they aspired to.

Diving deeper into age demographics, the analysis revealed a shift in preferences across different age groups. Among teenagers and those in their twenties, DIOR and CHANEL ranked highest, especially among young women, where nearly 50% indicated a desire for DIOR. In contrast, the 30-something demographic exhibited a preference for HERMÈS, while those aged 40 to 60 gravitated towards LOUIS VUITTON and HERMÈS, both brands showing a higher appeal among women.

Men’s preferences were distinct, with ROLEX taking the lead for males, particularly popular among those in their 60s. On the other hand, women displayed a higher inclination towards brands like TIFFANY & Co., HERMÈS, and CHANEL. The survey indicated a significant gender-based discrepancy in luxury brand preferences, especially among younger consumers, where young men expressed a lack of interest at rates nearing 60% as compared to their female counterparts.

Survey Methodology

This survey was executed via a smartphone web platform aimed at LINE users, ensuring a wide reach across Japan. Conducted between October 1 and October 3, 2025, the survey gathered responses from 3,148 individuals, with careful demographic adjustments made to reflect national statistics accurately. The survey’s design capitalized on LINE’s interactive notification capabilities, allowing for real-time responses, which enhances engagement and accuracy.

About LINE Research

LINE Research serves as a research platform designed to maximize business development activities and marketing strategies for companies. With close to 50% of its panel comprising individuals aged 10-29, it can cater to target demographics less often included in traditional surveys, providing a broader perspective on consumer opinions. This platform's efficiency and responsiveness to evolving social patterns and consumer interests make it a vital tool for modern marketing practices.

For further insights and past research reports, please visit LINE Research's official website.

By monitoring the shifts in luxury brand desirability across various demographics, businesses can tailor their marketing and product strategies to better align with consumer expectations and aspirations.