Italian consumers view luxury handbags as solid investments

High-end handbags are consolidating their position as tangible assets and financial collateral. According to a new study by Ipsos Doxa in collaboration with Affide, 35 percent of Italians own luxury handbags. This figure rises to 45 percent among those under 40, and 64 percent of the sample recognise their structured economic and asset value.

The demographic survey was conducted in September 2026 on a sample of 1,491 respondents using a mixed methodology of Cawi (Computer-assisted web interviewing) and Cati (Computer-assisted telephone interviewing). It reveals a significant shift in private wealth management. 61 percent of designer handbag owners state they are willing to use them as collateral to access immediate liquidity through the pawn credit model, while retaining ownership and the option to buy them back.

83 percent of respondents consider the revaluation of unused goods a priority

The phenomenon is part of a broader trend of valuing tangible assets kept in private homes. 85 percent of the population recognises the economic value of their precious items, with an estimated average of 54 grams of gold per person. Sixty-eight percent use fewer than five items per year and 60 percent fear domestic theft.

Loan applications have involved 41 percent of the population over the last five years, primarily for vehicle purchases (30 percent); property renovations (27 percent); and unexpected expenses (25 percent). Pawn credit is known to 59 percent of citizens as an alternative financing channel. Historically, around 95 percent of customers regularly redeem the items given as collateral.

In parallel, the survey notes a push towards the circular economy and transparent asset management. 83 percent of respondents consider the revaluation of unused goods a priority. 52 percent are familiar with the consignment sales model through auction houses, and 65 percent state they are in favour of entrusting their goods to them. On the purchasing side, online auctions attract the interest of 53 percent of the total sample and 57 percent of the under-39 segment.

Affide, part of the Viennese group Dorotheum, is a company active in the pawn credit sector in Italy and across Europe. With a workforce of over 300 and more than 300,000 customers served, it operates in Italy through 39 branches. In response to the market transformations highlighted by the research, Affide has announced the extension of its valuation; custody; financing; and auction sale services to luxury handbags.