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Shaping the future of luxury: digital transformation as influencing key trend in Gen Z consumer behavior
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| 2.43 MB | Adobe PDF |
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Resumo(s)
Sustainability, masstige and digital transformation are current trends, reshaping the luxury
market, especially for Gen Z. This work project combines literature review and survey data to
explore how these trends affect the consumer behavior, more specifically the purchasing
decisions and potential shift in loyalty of Gen Z toward luxury brands. The research highlights
Gen Z’s demand for sustainable practices, preference for accessible luxury, and openness to
digital tools like VR. Using a modified purchase model, the findings reveal that Gen Z expects
brands to align with their values while maintaining authenticity and quality. The study provides
actionable recommendations for luxury brands to integrate these preferences and adapt to a
quickly evolving market.
Descrição
Palavras-chave
Luxury Luxury trends Sustainability Masstige Digital transformation Gen Z Consumer behavior Purchasing decisions Future trends