Navigating the new luxury landscape: How brands can re-engage with Gen-Z

Andrew Burnstine – Retail Matters

Luxury is losing ground with Gen-Z shoppers who are sensitive to the industry’s price hikes but also disengaged with how brands speak with them today.

Impersonal in-store experiences are out of step with Gen-Z consumers raised on YouTube and TikTok, and who shop vintage in greater numbers than older generations.

This first generation of digital native consumers also challenge brands to make their marketing entertaining, rather than offer up polished, aspirational imagery.