Hermès and Cartier’s last reliable shoppers are retreating in China

Luxury powerhouses including Hermès and Cartier are suffering steeper slumps in China, in a sign that a spending pullback by the country’s wealthy consumers is hitting even the most resilient brands. Sales at both brands in mainland China fell as much as double-digits in August and September compared to the year-ago period, according to two research firms surveyed by Bloomberg that track industry data. The drop is significant as Hermès International and Richemont’s Cartier had been relatively unaffected in the country as a broader slowdown in luxury consumption took hold in June, the firms’ data show. Mainland sales for the 25 largest luxury labels including Louis Vuitton and Gucci have also contracted further, plunging by double-digits in August and September, according to the firms. Golden Week fails to lift China luxury spending as wealthy clients turn cautious Business remained weak during China’s National Day holiday, a seven-day break in early October dubbed the Golden Week, even as consumers spent more on travel, according to people familiar with the matter who asked not to be identified because they are not authorized to speak publicly. Some executives at major luxury houses now fear the slump could become more widespread and persist until 2027, the people said. Concerns are mounting as Beijing’s widening scrutiny of offshore wealth and a cooling AI stock rally rattle private fortunes, testing the long-held belief that the luxury industry’s wealthiest clients are largely recession-proof. Global brands had long banked on these top-tier spenders as China’s middle-class retreated during a prolonged property-market slump and wider economic slowdown. Now, they are facing the possibility of both their key customers and aspirational shoppers spending less at the same time. “The recurring message from our annual Asia consumer and luxury trip over the past three years was that conditions were difficult, but that ‘next year would be better,’” HSBC Holdings analyst Anne-Laure Bismuth wrote in a note this month. “This time, however, meetings in Hong Kong, Xiamen and Shanghai provided no timeline or evidence of a recovery in Chinese luxury consumption.” Hermès and Cartier didn’t respond to requests for comment. Hong Kong and Macau cushion the blow, but Hermès’ Asia-Pacific sales stall To be sure, resilient demand from other parts of Greater China, including Hong Kong and Macau, has helped offset some of the declines in the mainland for high-end jewelry brands like Cartier, said research firm JL Warren. Still, the weakness in one of the luxury group’s largest markets has weighed on their earnings. Hermès on Thursday reported flat sales in Asia-Pacific for the third quarter. Revenue in the region excluding Japan fell short of analyst expectations for 1.55% growth. The performance in the region — which includes China and accounts for about 42% of Hermès’ total revenue — is a sign that the Birkin bag maker isn’t immune to the spending curbs affecting Chinese shoppers. China’s macroeconomic environment remains challenging, compounded by sluggish financial markets and ongoing tax-related campaigns, Hermès Chief Financial Officer Eric Du Halgouet said during a post-earnings briefing. LVMH and Gucci slide as Chinese luxury consumers swap logos for experiences LVMH Moët Hennessy Louis Vuitton’s third-quarter results showed a double-digit drop in domestic China sales amid a trademark controversy involving its largest brand Louis Vuitton. Purchases by Chinese shoppers overseas also fell by a mid-single-digit percentage. The weakness contributed to a 5% revenue slump in Asia excluding Japan, the group’s only region to post a negative performance. Gucci sales fell 6% in the third quarter, worse than analysts’ expectations, hurt by weak consumption in China. That’s contributed to parent Kering’s quarterly decline. Amid the broader economic downturn, Chinese consumers have become more selective about discretionary spending, prioritizing travel, dining and other experiences over highly visible luxury purchases. Even among those still willing to spend, tastes have shifted. Many younger shoppers are gravitating away from prominent logos and status-driven purchases in favor of understated products that emphasize craftsmanship and quality, fueling the rise of so-called “quiet luxury.” Retail sales growth in August slowed further to 0.4% before improving in September. Big-ticket items including jewelry and cars performed the worst, plunging as much as 21% in business receipts in the two months. Why easier 2027 comparisons won’t fix the China luxury market’s deeper problem Comparisons are likely to become less challenging next year after a steep downturn in 2026, potentially helping major luxury groups return to reported growth, said Jacques Roizen, co-founder of Shanghai-based consultancy Foresight Performance Partners. But any improvement in headline numbers is unlikely to signal a meaningful recovery in demand, he said. “Beneath those comparisons is a structural problem,” said Roizen. “Much of the aspirational middle-class have moved away from luxury, while wealthier consumers have become more cautious. The underlying pressures are unlikely to change quickly.”

Sectors

Insights

Company

Hermès and Cartier’s last reliable shoppers are retreating in China