Luxury Branding in the Digital Age: What Gen Z Wants
Luxury branding is being transformed by Gen Z, the first digital-native generation. They expect more than heritage and exclusivity, authenticity, transparency, and sustainability are key to winning their loyalty. Immersive digital experiences, influencer-driven campaigns, and personalization matter as much as craftsmanship. They value brands that reflect their identity, offer community, and embrace innovation such as NFTs, AR, and metaverse experiences. For Gen Z, luxury is not just status, it’s connection, responsibility, and cultural relevance.
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