Working in the luxury sector remains a dream for many young French graduates. But in reality, it can quickly remain just a pipe dream, as a lack of connections and the demand for excellence can deter many from applying. This is confirmed by an ESG Luxe study conducted in February 2026.
Luxury continues to inspire the younger generations, as evidenced by the Universum ranking, which tracks the choices of recent graduates, where leading players in the sector such as LVMH, L’Oréal Group, and Hermès still dominated the Top 3 in 2025.
However, the new ESG Luxe x So Youth! barometer reveals a paradoxical situation: while 76% of 18- to 25-year-olds want to work in luxury, a large proportion feel they don’t belong there.
Although desirable, the sector suffers from an image of being demanding—and therefore stressful—and at times even unwelcoming.
A Career in Luxury Remains Desirable
Despite the turbulence facing the sector, luxury continues to inspire young people.
According to the second “Youth & Careers in Luxury” barometer, a quantitative survey conducted by ESG Luxe and So Youth! among 402 young people aged 18 to 25, representing Gen Z, 76% of those interested in the luxury world dream of working in it.
For them, the sector remains associated with a threefold success: financial, status-related, and social.
The Rise of Experiential Luxury
However, the segments most popular in France are no longer quite the same: the allure of the fashion and accessories sector—the beating heart of the market—has eroded over the past three years (-26 points), now ranking as the second choice among young luxury enthusiasts (35%). And it is the world of perfumes and cosmetics that has gained new appeal, with a 19-point increase over the period to attract 40% of respondents.
Another sign is that Gen Z’s career aspirations align with those of luxury consumers and their desire for experiences, with hospitality and transportation (automobiles, yachting, etc.) both ranking third among desired careers, at 32% of respondents.
The top 5 luxury sectors most favored by young people are rounded out by gastronomy, at 30%. The ranking continues with architecture and interior design, watchmaking and jewelry, followed, lastly, by wines and spirits.
Sales Still Perceived as Less Attractive Than Design
In terms of professions, design and creation top the list (36%), followed by event planning (34%) and marketing & communications (26%). The luxury sector thus continues to be perceived as a realm of expression, storytelling, and presentation.
This projection once again highlights the persistent lower appeal of sales and service roles, despite their being the beating heart of the sector’s job market. With 23% of respondents, they rank fourth.
Not to mention that men and women are not necessarily drawn to the same roles. For instance, 41% of women envision themselves in creative roles, compared to 31% of men. Male talent tends to gravitate more toward technological and strategic roles (tech & digital, R&D).
A world perceived as too intimidating?
While luxury is attractive, it is also intimidating. In fact, 65% of respondents believe it is difficult to find a job in the sector, while 75% believe it is better to have a strong network to be able to work there.
Another barrier to applying: 75% perceive the sector as highly competitive and, by extension, at first glance, ill-suited to a positive work environment.
Some respondents do not hesitate to lament “a highly codified world, almost a world apart,” while another laments “an overly competitive environment.” These responses reflect the barriers felt by a large number of young candidates.
Despite an inclusive policy toward less conventional and non-luxury profiles over the past decade, the sector still suffers from a particularly exclusive image and is therefore… exclusionary for those who don’t know the right codes.
While young people are clearly attracted by prestige, the rigidity inherent in the rules and expected behaviors of the sector constitutes a serious barrier for Generation Z, which is accustomed to flat organizational structures.
“The new generations value authenticity, flexibility, and autonomy. The work environment determines their willingness to commit,” notes Béatrice Decoop, the sociologist leading the study and founder of So Youth! “During interviews, it happens thatsome young people, despite being very promising, express a certain apprehension. They may wonder if they truly belong in an environment as demanding as the luxury sector,” says Sarah Nadir, Director of Dior Homme at Le Bon Marché and occasional lecturer at ESG Luxe.
Luxury is still perceived as an exclusive world where the rules aren’t always explicit. More problematic, this perception is accompanied by uncertainty regarding the sector’s actual openness to diverse backgrounds. While one in two young people believes that luxury brands are open to varied backgrounds—whether in terms of social background,education, or appearance—26% believe the opposite, and a quarter of respondents did not express an opinion.
Another interesting finding from the survey: it is not so much social background that shapes perceptions of the sector, but gender. Herein lies another paradox: despite the fact that the sector is known for being heavily female-dominated, women perceive internal competition more acutely. This sensitivity stems from fears of a glass ceiling and heightened vigilance regarding unwritten criteria of legitimacy.
Training: A Solution to Barriers to Entry
The ESG Luxe x So Youth! barometer finally demonstratesthe importance of training as a lever for acculturation to the sector’s codes as well as a tool for gaining experience (internships, work-study programs) to reduce the sense of illegitimacy among those aspiring to enter this world. And the Gen Z members surveyed seem aware of this reality: 73% believe that specialized training is necessary to enter the luxury sector.
In addition to professional experience, young people cite mastery of the codes (diction, dress code, interpersonal skills) at nearly the same level (44%), closely followed by proficiency in a foreign language of the major luxury markets (43%) .
These results show that, for the 18-25-year-olds surveyed, access to the luxury sector rests on a clear three-pronged approach: practical experience, familiarity with the codes, and an international outlook. To address its talent shortage in sales, craftsmanship, and tech roles, the sector must further review the appeal of its job offers to align with the current aspirations of young people (compensation, work-life balance, continuing education, internal mobility, support in using new technologies…).
Read more > Retail and customer experience talent still in high demand in the luxury sector
Featured photo: Unsplash
