MILAN — Why buy the bag when you can have an iconic couch for the same price? It’s a question consumers as young as 25, with a distaste for greedonomics, are asking themselves amid an era of inflation across many product categories.
Northern California-based Lumens, a premier destination for modern lighting, furniture and decor and which sells brands like Italian lighting manufacturer Flos and furniture from B&B Italia, is a good litmus test of this phenomenon.
“Lumens naturally attracts a higher share of these younger customers compared to traditional showrooms. Many come to Lumens as a place of discovery, seeking inspiration and deepening their understanding of design,” explained Lumens’ chief marketing officer Dana Gers, who joined the company from Net-a-porter.
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Bestsellers for the 30 and Younger Set
They are especially drawn to recognizable, design-forward pieces that serve as entry points into the category. Bestselling examples include the Nelson Bubble Lamp by Herman Miller, the PH5 Pendant by Louis Poulsen, CH20 Elbow chair by Carl Hansen, Bellhop table lamp by Flos and Alessi tea kettle, Gers explained.
“These iconic products from heritage brands often act as gateway purchases for younger customers building confidence in their design choices while investing in timeless style,” she said.
The rise in prices for luxury fashion and accessories hit new heights in the post-pandemic years as brands took advantage of soaring demand. According to a Bernstein report in June, Chinese were opting for expensive jewelry over ready-to-wear, and have generally become more discerning shoppers. In October, Morgan Stanley said the affordability of certain “iconic” luxury handbags in the U.S. has deteriorated between 10 percent and 33 percent over the past decade, far outstripping disposable income in the U.S., and “pricing out the middle-income consumer.”
By comparison, the price of a Chanel Maxi Flapbag is $9,300 in the U.S. while the price of the Flos Arco Floor Lamp, one of the firm’s most famous and designed by Achille and Pier Giacomo Castiglioni in 1962, is priced at $4,035.
As the U.S.-Israeli war with Iran goes on, consumer spending will likely be further impacted by rising oil prices and inflation.
Joseph Brusuelas, chief economist and principal at RSM, broke down how oil prices trickle down in the U.S.
“We are anticipating the top-line inflation rate to increase to between 3.5 and 4 percent, which will carry with it second- and third-order effects that will be transmitted down to the household over the next six months even if the conflict ends soon,” Brusuelas wrote in an analysis.
In the eurozone, things are even more challenging with annual inflation expected to be 2.5 percent in March 2026, up from 1.9 percent in February, according to a flash estimate from its statistics bureau Eurostat.
A New Demographic Emerging
Italian design firm Poliform, which specializes in fine furnishings, kitchens and cabinets, said their consumer is getting younger, especially in China, where the penchant for their goods starts as young as 25, the firm’s chief executive officer Marco Spinelli said.
“It depends on the geographical area. In Europe and Italy, our clientele tends to be of medium age. However, in China, Asia and other newer markets, I see that the average age is much lower. There are more younger people approaching Poliform and design in general,” he said.
Italian Radical Design, which is home to envelope-pushing firms like Gufram, Memphis and Meritalia, has intentionally shifted its strategy to target the same demographic in China to offset the consumer spending slowdown there due to the crash in property valuations.
“We’ve noticed a slowdown in the Asian market, particularly China, after its boom in 2023 and 2024. To address this, we’re shifting focus toward younger demographics aged 25 to 35 in Asia, as we believe this audience will embrace our products and rejuvenate the market.”
Molteni&C, owned by the family-run Molteni Group in northern Italy, did the same when they turned the focus to smaller objects like the sculptural pieces within the Gio Ponti collection, which included eight select designs from the legendary designer’s archive. Ponti designed with such passion and frequency, he filled his creative well with more than 250 design objects, some of which have never been seen by the public.
“That had a dual purpose,” said Molteni Group CEO Marco Piscitelli. “First, to make our brand more accessible to younger audiences by offering products in a less demanding price category, particularly through e-commerce channels and [second], these items serve as gateways to introduce younger consumers to our world, even if they’re not yet ready to invest in a full Molteni home.”
Shifting Priorities
Artemest CEO Marco Credendino told WWD that a younger audience is increasingly entering the Artemest community through physical experiences such as Milan Design Week and the Artemest Gallery events. “This younger clientele tends to be more willing to invest in important design pieces when engaging in person, as it creates a stronger sense of connection and belonging,” he said.
Additionally, brands continue to look for new collaborations like Faye Toogood with Noritake Andres Reisinger with Moooi, and Cristián Mohaded — who will unveil Hug and Eyes, the new collaboration between Meritalia. Elsewhere, Mohaded is also presenting an exhibit called “Entropia” with Brazilian furniture firm Etel and curator Annalisa Rosso.
Gers concluded that the young design consumer, particularly Millennials, are entering their peak earning years with a sense of taste linked to who they are. “They are looking to express their identity and sophistication through their lived-in spaces, not just through personal fashion,” she said.