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Most popular luxury brands in the UK 2020

The most popular luxury brands in the UK as of 2020 is led by Rolex, Swarowski and Calvin Klein. The luxury watch brand Rolex came in first place receiving 55 percent of positive opinions by respondents surveyed. The jewelry and crystal brand Swarowki came in second place and received a 53 percent approval rate from respondents. Rounding out the top three was the simplistic fashion brand Calvin Klein, which received a 52 percent approval rate among UK consumers surveyed.

Factors influencing luxury goods purchasing in the UK

When UK consumers were asked to rate their reason for purchasing luxury goods from the five following factors of “special occasions”, “better quality products”, “providing confidence/pride”, “keeping up with friends/family” or “other”, nearly 50 percent stated “special occasions” had the most influence on their purchasing of luxury goods. A close second was due to the perception that luxury goods are “better quality products”. A similar survey revealed the same findings as 75 percent stated the “quality” of luxury items was the biggest pull factor influencing consumers.

Millennials’ luxury purchase behavior

Even among younger generations like millennials, peer pressure factors such as the label, the brand name and the exclusivity status associated with luxury goods do not seem to be a big factor influencing their purchase. 43 percent of UK millennials surveyed reported the “quality” influenced their purchasing behavior and only 13.4 percent surveyed stated the influence of the luxury brand’s “reputation” influenced their purchasing of luxury brands.

Most popular luxury brands in the United Kingdom (UK) as of January 2020

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Release date

January 2019


United Kingdom (Great Britain)

Survey time period

January 2019 to January 2020*

Number of respondents

Over 6,000**

Method of interview

Online survey

Supplementary notes

* The number of respondents and the data collected by YouGov accumulate continually. The data as shown on the YouGov website is an average measure of the input provided by respondents since YouGov Ratings began in May 2018. For this particular ranking, data was collected between January 2019 and January 2020.

** The number of respondents for this survey varied by brand, between 6,049 to 6,213 interviews.

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Statistics on "Luxury goods in the United Kingdom (UK)"

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