Among the three brands—Polène, DEMELLIER, and JIL SANDER—Polène is generally more popular with young people (Gen Z and millennials). Here’s a breakdown of why, along with insights into how each brand resonates with younger audiences:

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1. Polène

Popularity with Youth: 🌟🌟🌟🌟🌟
Key Reasons:

• Instagrammable Designs: Polène’s sculptural, photogenic bags (e.g., Numéro Dix, Numéro Un) are tailor-made for social media, driving viral appeal among trend-focused youth.

• Affordable Luxury: Priced between €200–€500, it’s accessible for younger buyers seeking premium quality without ultra-luxury price tags.

• Digital-First Strategy: Heavy reliance on Instagram and TikTok marketing, influencer collaborations, and user-generated content (UGC) fuels its Gen Z/millennial fanbase.

• Viral Moments: Frequent features in "best affordable luxury" lists and viral unboxing videos amplify its youth cachet.

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2. DEMELLIER

Popularity with Youth: 🌟🌟🌟
Key Reasons:

• Ethical Appeal: Sustainability-focused messaging (vegan leather, carbon-neutral shipping) attracts eco-conscious young buyers.

• Timeless Aesthetic: Classic designs (e.g., Nano Montreal, Mini Venice) cater to minimalist-minded youth seeking longevity over trends.

• Mid-Luxury Pricing: Slightly pricier than Polène (€300–€700), but still within reach for some younger professionals.

• Limited Social Buzz: Less viral than Polène, with a smaller presence on platforms like TikTok.

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3. JIL SANDER

Popularity with Youth: 🌟🌟
Key Reasons:

• Ultra-Luxury Positioning: With bags starting around €1,500+ and apparel at €2,000+, it’s less accessible to most young people.

• Niche Minimalism: Appeals to high-fashion enthusiasts and older, affluent buyers who appreciate avant-garde austerity.

• Quiet Luxury Trend: While "quiet luxury" is rising, Jil Sander’s designs lack the logo-driven or viral elements that captivate Gen Z.

• Marketing Focus: Targets established luxury shoppers via high-end retailers (e.g., SSENSE, Bergdorf Goodman) rather than youth-centric platforms.

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Key Factors Driving Youth Popularity:

Factor	Polène	DEMELLIER	JIL SANDER
Price Accessibility	High (€200–€500)	Moderate (€300–€700)	Low (€1,500+)
Social Media Buzz	Viral	Moderate	Minimal
Design Trendiness	High (sculptural)	Moderate (classic)	Low (avant-garde)
Ethical/Sustainable	Moderate	High	Moderate

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Final Verdict:

• Polène wins with young audiences due to its social media dominance, trend-forward designs, and accessible pricing.

• DEMELLIER appeals to a smaller, sustainability-minded subset of youth but lacks Polène’s viral edge.

• JIL SANDER is admired by fashion purists but remains a niche choice due to its high cost and minimalist austerity.

For Gen Z and millennials scrolling through Instagram or TikTok, Polène’s bags are the likeliest to end up in wishlists and checkout carts. 🛒

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