Written by Abi Ward
New visions, new ideas, new consumers.
The pandemic and the everlasting crisis have profoundly changed the way luxury consumers live, shop, and value themselves. However, these changes vary by generation, and luxury brands are becoming increasingly polarized within the category.
Fashion brands in particular need to balance their appeal with Gen Z and older Gen there is. With such diverse needs and motivations, how can luxury brands attract one generation without alienating others?
Gen Z: Community and Influence
Gen Z is the most influential luxury cohort, redefining the sector with their forward thinking. For them, luxury transcends tradition and heritage. It’s about constant innovation and cultural relevance. These niche communities inspire a culture united by shared values and aesthetics that drive a new wave of authenticity in fashion. For Gen Z, luxury is fluid and adaptive, reflecting the fast-paced, ever-changing world in which they live.
To connect with Gen Z, luxury brands must fully embrace their desire for change. This includes not only staying responsive to cultural changes, but also creatively integrating fashion with technology, social media, and pop culture. This change is prompting brands to collaborate with new versions of creative directors, including artists, musicians, creators, and influencers, inspiring collaborations like H&M and Rabanne.
Strategic use of social platforms like TikTok – recently explored by Marc Jacobs and where fashion moments can go viral overnight – is essential to attracting this demographic. By experimenting with interactive campaigns, brands can capture the fluidity of Gen Z’s interests, but there are understandable concerns about how far to go.
Inviting viewers to participate and take an active role in the worlds these fashion brands create allows for more self-expression, but also increases the risk of conflict.
Memory Maker: Experience Seeker
In contrast, an older audience of Gen
They are transitioning from frequent shopping to resetting how they want to live, how they spend their time and money, and creating memories. Memories makers seek meaning in their purchases through clear value exchanges and invest in keepsakes that are passed down from generation to generation.
With this group on track to become the wealthiest generation in history, it’s no surprise that their preferred brands are the epitome of luxury fashion: Hermès, Cartier, and Chanel.
Memory makers believe that luxury provides an experience, and they expect that experience to be authentic and meaningful. They want access to exclusive events such as Hermès Brides de Galaxy, an immersive warehouse takeover event, and Chanel Métiers d’Art Manchester, which turned the streets of Manchester into a catwalk, as well as product customization and bespoke services. .
By focusing on these connections, fashion brands can sell not just their products, but their stories, and gain attention in ways that traditional advertising can’t.
the power of storytelling
Although their motivations may be contrasting, what Gen Z and Memory Makers have in common is a desire for connection.
Whether it’s the excitement of being part of the next big cultural moment or the satisfaction of owning a timeless piece that will ultimately be passed down to your children, luxury is no longer just about the product. . It’s about identity, belonging, and being part of a broader cultural narrative.
This is where the power of storytelling in brand communication comes into play. Focusing on storytelling humanizes your brand and helps build trust and loyalty.
Luxury fashion brands can capitalize on this by putting storytelling at the heart of their strategies, delivering stories that resonate with both groups, and fusing innovation with timelessness to connect these two consumer groups. It can bridge the gap between generations.
Some brands have already achieved this balance with standalone films such as House of Gucci and Dior’s recent Apple TV show The New Look, and campaigns such as Tag Heuer’s Carrera launch with Ryan Gosling. I’m doing it.
Fashion and entertainment have always been closely intertwined, but now we’re seeing a willingness to become emotionally involved. In today’s experience economy, people want something different.
Luxury fashion brands create unique and memorable moments that go beyond traditional media experiences, bridging generational gaps and re-engaging lifelong loyal brand loyalists while captivating new, modern luxury consumers. You can.
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