Luxury Brands Chase America’s AI Wealth

European luxury houses are intensifying their focus on the United States as the artificial intelligence and technology boom creates a new class of wealthy consumers. After two difficult years for the sector, brands are leaning on resilient American high-end spending to offset weaker confidence in other major luxury markets.

The shift is visible in both retail expansion and cultural staging. Dior and Gucci recently showed cruise collections in the US, while Zegna is preparing to present its Summer 2027 collection in Los Angeles. North America also became the leading region for new luxury store openings in 2025, accounting for about 27% of global openings, ahead of Europe and China.

The US appeal is partly structural. Luxury brands still see the market as underpenetrated relative to the scale of its wealth base, especially as affluent consumers move beyond traditional coastal hubs into lower-tax states and second-tier cities. Moncler has opened in Aspen and plans a major Fifth Avenue flagship, while Hermès has expanded into Nashville and Scottsdale, with further openings planned near Chicago and in Brooklyn.

Sales trends reinforce the strategy. The Americas have outperformed other regions for several luxury groups, with Richemont reporting 18% sales growth in the region from January to March. US brands such as Ralph Lauren and Tapestry have also benefited from loyal, resilient customers who continue to spend despite wider economic uncertainty.

The American pivot gives luxury a much-needed growth pocket, but it is not a full recovery plan. US consumers account for only about a fifth of global luxury spending, meaning the sector still needs China and other markets to improve. For now, America’s AI-rich elite offers visibility, momentum and a new audience, but not enough on its own to restore the industry’s global rhythm.