The New Generations of customers who jostle the luxury codes

This study aims to show how Generation Z will reshape the concept of luxury already impacted by their predecessors: Generation Y. Through expert interviews and consumer panels from Generation Z, this work explains that Generation Z's behavior and expectations regarding luxury are meaningful for luxury brands.In fact, their need for interactivity and creativity seems to indicate a strong individuality as well as good sense of community, making them very demanding consumers that luxury can no longer ignore.

Autorentext

Louise Calonne and Capucine Thoor, graduated from SKEMA Business School, wrote this work as part of their thesis for the MSc Luxury and Fashion Management. Passionate about consumer bahavior and luxury, they wanted to show the impact of the New Generations of consumers on the luxury codes and the luxury industry in its entirety.