The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers

Daria Batamirova () and Alkis Thrassou ()
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Daria Batamirova: University of Nicosia
Alkis Thrassou: School of Business, University of Nicosia

Chapter Chapter 2 in The Evolution of Luxury Brands, Volume II, 2025, pp 33-64 from Palgrave Macmillan

Abstract: Abstract This research explores Generation Z’s (Gen Z) transformative impact on the luxury market, examining their values, behaviors, and preferences that redefine traditional luxury. Using a Systematic Literature Review (SLR) and Critical Discourse Analysis (CDA), it synthesizes insights from academic and industry sources, identifying themes such as sustainability, digital engagement, and identity-driven consumption. CDA reveals how media and industry narratives frame Gen Z as disruptors, emphasizing sustainability, inclusivity, digitalization, and experiential consumption. The study highlights how luxury brands must innovate through strategies like digital influencers, augmented reality, ethical branding as well as meaningful and relatable communication to align with Gen Z’s values. Combining systematic analysis of academic and business sources with CDA of industry discourse, this research offers actionable recommendations for luxury brands to remain relevant in a rapidly evolving market.

Keywords: Luxury market; Secondhand luxury; Generation Z; Gen Z; Cultural transformation; Critical Discourse Analysis (CDA); Sustainability; Digitalization; Experiential consumption; Luxury consumption; Luxury market trends; Narratives; Transformative Luxury Research; Exuberant Modernism; Accessible luxury; Artification (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-031-96680-4_2

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DOI: 10.1007/978-3-031-96680-4_2

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