Luxury Brands’ Next Move To Attract Gen Z

Since 2021, catering to Generation Z has become a consensus among luxury brands, and even a fixed formula for omnichannel communication has been commonly figured out. A series of methods including online sales, live-streaming, online fashion shows and exhibitions are no longer new to young adults.

                         

Now the point is when a replicable development model has been formed within the market, it is time to innovate and breakthrough. 

The main question is: what is missing for Generation Z?

The answer is beauty, or rather: aesthetic ability.

With the growth of experience, we have gradually tired of fast fashion brands that only look good, and started the pursuit of taste and texture, in which luxury brands are the best leaders. We hope that luxury brands can take action to appeal to aesthetic education. 

Generation Z has a strong desire for expressing themselves on the one hand and wants to be treated uniquely on the other. Luxury brands can invite customers to share their stories with luxury goods through social interaction and art exhibitions. Leveraging the influence of some special days like Valentine’s Day with high public enthusiasm can further increase engagement.

Brands can invite customers to share their stories about their relationship with luxury, such as how they bought their first luxury item, how luxury has influenced their aesthetic and artistic cultivation, and what luxury means to them. This is a valuable opportunity for brands to gain deeper insights and a process for customers to establish an emotional connection with the brand again. What's more, through this move of the brand, customers can sense the sincerity of the brand and feel that they are valued more than the one-to-one personalized service that any brand can do in the era of big data.

In addition, after an art exhibition, brands can set up a space for selling, exchanging, and renting used luxury goods, it will be a great opportunity for every consumer who is interested in luxury goods. It is also a way to showcase sustainability and brands’ care for the world.

Further, we sincerely hope brands provide some space for creativity. For example, in an exhibition on sustainable fashion, exhibitors can get discarded fabrics from the garment-making process and take them home to recreate. Someone must be able to turn waste into treasure and create something surprising. When a customer's own creation is recognized even a little bit, his or her feelings towards the brand will become a sense of belonging. I hope luxury companies can consider providing such a space to give all the "folk artists" a chance to express themselves.