Gen Z Isn’t Buying Luxury’s Story
Gen Z isn’t tuning out of luxury — they’re questioning its value. From soaring prices to second-hand alternatives, discover why younger shoppers demand transparency, authenticity, and a new kind of storytelling.
Luxury fashion is facing a generational disconnect. Once driven by Millennials’ embrace of streetwear collaborations and the excitement of scarcity, today’s luxury market is colliding with the values of Gen Z. Raised on TikTok and YouTube, younger shoppers research before they buy, see resale as a natural entry point, and increasingly question whether rising prices truly reflect product quality. What once passed as polished storytelling now feels out of step with a generation that prizes transparency, authenticity, and real conversation.
The shift is not about Gen Z abandoning fashion but interrogating it more closely. Many see luxury conglomerates as prioritizing profit over value, fueling resentment toward price hikes that feel unjustified. For these shoppers, vintage and second-hand are often the first stop, not the fallback. To win them back, brands must go beyond glossy campaigns and heritage talking points to prove why a product is “worth it.” That means showing real craftsmanship, cultural relevance, and engaging with communities in ways that feel inclusive and credible. Lo-fi, conversational content and participation in the resale ecosystem are no longer optional—they’re part of how Gen Z defines value.
The Debrief explores how this rising generation is reshaping the rules of luxury. From their demand for authenticity in storytelling to their preference for meaningful, community-driven brand experiences, the conversation highlights how companies must adapt to remain relevant. Gen Z isn’t rejecting luxury outright—they’re challenging it to do better. Read more here!
Latest insights
December Newsletter 2025
As the year comes to a close, what stands out most are the accomplishments we’ve shared and the relationships that brought real progress. It’s clear: great people make great things happen.
The Beauty of Precision: Inside SearchBeaute.ai’s AI-Powered Discovery Platform
As AI reshapes how consumers shop for beauty, SearchBeaute.ai emerges as a focused alternative to mass platforms—delivering personalized, clutter-free product recommendations built for beauty lovers.
Cocoon Group Expands Circular Luxury Ecosystem with More Luxury Club
Cocoon Group strengthens its vision for circular luxury by welcoming More Luxury Club, uniting communities around sustainable, shared access to designer fashion and jewellery.
November Newsletter 2025
As we enter this season of gratitude, we’re taking a moment to celebrate the partnerships, talent, and transformations that made 2025 remarkable. From empowering professionals to reach new heights, to helping brands grow with purpose-driven leaders - CP & KRELL Group is thankful for every success story we’ve shared together.
Old-School Kicks, New Age Appeal: How Onitsuka Tiger Captures Gen Z
The 76-year-old Japanese sneaker brand Onitsuka Tiger is making a major comeback by winning the hearts of Gen Z—thanks to a blend of vintage style, social-media buzz and savvy global travel.
Game On for Great Skin: CeraVe Joins Forces with the NBA
CeraVe and the NBA are teaming up in an unexpected power move that brings self-care to center court. As the league’s official skin and hair care partner, CeraVe is redefining what it means to perform-on and off the court-by making dermatologist-developed care accessible to all.
October Newsletter 2025
Can you believe it’s already October? 🍂 This season reminds us of the power of change—and at CP&KRELL Group we feel blessed to have helped professionals land new opportunities and supported beauty, wellness, and fashion brands in finding the talent to fuel their growth. The year isn’t over yet, and there’s still so much ahead!
OpenAI E-Commerce: What Every Brand Needs to Know
OpenAI’s Shopify integration could reshape e-commerce. From personalization to data battles, brands must adapt to stay visible in ChatGPT.
Gen Z Isn’t Buying Luxury’s Story
Gen Z isn’t tuning out of luxury — they’re questioning its value. From soaring prices to second-hand alternatives, discover why younger shoppers demand transparency, authenticity, and a new kind of storytelling.
September Newsletter 2025
Hard to believe we’re already in the 4th quarter of 2025! This is a key moment to finish the year strong. September brings a fresh burst of energy and sharper focus—and at CP&KRELL, we’re tapping into that momentum to make meaningful hires and career moves that set the tone for the months ahead.