4 ways millennials and Gen Z customers are shaping the future of luxury retail – and how A-listers like Bella Hadid are lending a hand
By Eva Langer - Eva Langer is the Generation Z luxury trend expert and advisor at the luxury, lifestyle and consumer brand strategy firm Équité.
Originally published in South China Morning Post
As young customers redefine luxury market rules in China and in other regions, the retail experience not only has to be “luxurious”, but it also needs to appeal to younger generations to create hype around their products. Recent store audits of leading luxury brands in the US and Asia show a significant gap in several categories in delivering a luxury experience.
Brands need to make their retail spaces Instagramable, shareable and relevant to attract young consumers who live their lives using social media apps. Relating to younger customers allows luxury brands to be relevant to a broader audience.