The first phase of Tmall’s 2025 Double 11 Global Shopping Festival reveals luxury spending shifting from logos to personal style and lifestyle enhancement. Total luxury transaction volume grew by double digits YoY, with Balenciaga, Burberry, and Miu Miu seeing high double-digit increases. Two key trends emerged: luxury ski gear from brands like Bogner and Zegna drove an 80% YoY surge in winter sports sales, while high-end home goods from Wedgwood and Alessi experienced rapid growth. Coach saw triple-digit growth driven by its viral “Empire” bag, while Maison Margiela broke sales records with its MM6 x Salomon collaboration. Over 200 luxury brands launched 10,000-plus exclusive items on Tmall.