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!
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