Bringing Gen Z Into Luxury

  • Read time 4min
  • published 2021.08.25 updated 2023.11.08
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Gen Z is the future which luxury industry should nurture now

The new generation of luxury buyers will be very different

Nurturing the future now

At present, Gen Z accounts for just 4% of the real luxury market; however, brands must not underestimate the involvement of this audience in the near future. It’s important for brands to understand that Gen Z expectations and experiences differ significantly from all previous generations.
The coming generational shift for luxury items consumption will push more trends already driven by millennials and at the same time come up with different ones. Gen Z is known for their unique set of values and behaviors as they prefer buying products coming from collaborations. They are also very sustainability-conscious, they like mixing-and-matching high and low-end brands.
Gen Z was born into advanced technology. They grew up facing smart devices and spend most of their time on the internet. As a result, they are greatly influenced by everything tech and online-related.
Compared to millennials that still hold an affinity for print media, Gen Z is best reached through digital, and the focus should be on mobile outreach. Luxury brands should venture into social media channels like Snapchat, TikTok, Instagram, and WeChat to gain viral and organic awareness.
TikTok for example is one of the most engaging platforms in the social media world of Gen Z with about 1 billion global users, most of them young adults. That is a source of an efficient engagement for brands. Hence, the reason we are seeing luxury brands like Balenciaga, Fendi, Louis Vuitton, etc. joining platforms like TikTok.
At Exclusible we understand the importance of helping luxury brands to reach Gen Z. Our team has all necessary tools and experiences to collaborate with brands in setting up and launching marketing and communicative strategies targeted to that specific audience.