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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Luxury Needs to Rethink How It Speaks to Gen Z

Many high-end brands are struggling to connect with young consumers, who are either bored by dated marketing, turned off by high prices or both. Time is running out, as Gen Z is poised to dominate luxury spending by 2030.
Luxury brands need to figure out ways to communicate with Gen-Z beyond dressing celebs or influencers of their generation.
Luxury brands need to figure out ways to communicate with Gen-Z beyond dressing celebs or influencers of their generation. (BoF Studios)

On paper, Nolan Daniel White is luxury’s dream Gen-Z customer.

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Further Reading

The Great Fashion Reset | Can Designer Revamps Save Fashion?

Brands are betting big on creative reboots across the luxury industry including Dior, Chanel, Gucci and more. But sticking the landing on an aesthetic refresh is easier said than done, and a new generation of creative directors face the same systemic challenges that stymied predecessors.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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