Luxury Ownership The Millennial generation and the cohort that follows in our broke footsteps account for 30 percent of luxury good sales globally, according to Bain & Company, a figure poised to rise to 45 percent by 2025. The luxury business is in an interesting existential struggle of figuring out what, precisely, even is luxury anymore. Top-tier labels are now selling sneakers and sweatpants in order to juice sales, and figuring out whether "luxury" is defined by the item itself or the brand slapped on it is a tier of philosophical thought I never got to in college.