US consumers targeted by luxury brands across the globe
US shoppers are more important than ever to the global economy, with North America for the first time taking the top spot for new store openings, according to real estate firm Savills’ global luxury retail report.
The report, which was covered by Reuters, found North America accounted for about 27% of global luxury store openings in 2025, compared with 26% of openings in Europe and 19% in China.
The conclusions from Reuters are that European luxury brands are aggressively shifting their focus to the United States, launching a wave of new boutique openings and high-profile fashion shows to capture wealthy American shoppers.
This is against the backdrop of weakening consumer confidence across the globe, due to the Iran war, ongoing deflation in China, and a persistent property crisis.
It cites examples of brands expanding into second-tier markets where high-net-worth individuals have relocated for lower tax rates. For instance, Moncler is set to debut its largest global flagship on Fifth Avenue later this year alongside new locations in Aspen and Dallas. Meanwhile, Hermès recently opened storefronts in Nashville and Scottsdale, with upcoming summer launches planned for Brooklyn and Chicago.
