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In-store experiences that captivate Gen Z in Germany’s luxury fashion sector
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This master thesis aims to explore the evolving preferences of Gen Z within the luxury fashion
sector, using Schmitt’s (1999) Strategic Experiential Modules (SEMs) as a framework to ana lyze their shopping experiences. Through a combination of literature review and qualitative
interviews, the research examines the role of the physical store in shaping Gen Z's interactions
with luxury fashion brands. The study aims to provide insights into how luxury retailers can
adapt their in-store strategies to better align with the expectations and behaviors of this emerg ing consumer demographic.
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Luxury fashion Gen Z Luxury consumer trends Experiential marketing In-store experiences