Understanding luxury and what luxury represents to an individual, in addition to other factors, also strongly depends on his environment and geographical location. This makes luxury difficult to measure and luxury products relative, depending on the market and on the consumer. Due to its small size and saturation, the Slovenian market does not allow many opportunities for the development of the luxury segment, which is why it is all the more interesting for research. The purpose of our research is to determine which brands (both global and local) Slovenians understand as luxury; whether Slovenian consumers know them at all and show that Slovenian consumers know global luxury brands better than local ones. Based on the literature review, we designed a survey questionnaire. Data was collected online and analyzed with statistical tools. We concluded that Slovenian consumers are better acquainted with global than local luxury brands. This is true in relation to the fact that Slovenian consumers are not familiar with what it means that a product is luxurious and that the perception of luxury and luxury goods varies among individuals, which we proved with empirical research on Slovenian consumers. Our research reveals many opportunities for further luxury studies and contributes to understanding how luxury is perceived by Slovenian consumers and manufacturers, how much they know Slovenian luxury brands compared to the global ones and to what extent is this knowledge influenced by the financial situation of the consumer.
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