Luxury brands are appealing to Gen Z and Millennials in China through celebrity collabs and experiences. It’s a common misconception to assume young consumers aren’t interested in luxury fashion or that they have zero brand loyalty. In fact, they pay a lot of attention to brands’ efforts, and Gen Z in China (people under 25-years-old) make up more than 25% of some luxury brands’ consumers. While this number is currently lower in North America and Europe, Gen Z in China is paving the way for what could be the future of luxury fashion. Hermès, Chanel, Gucci, Louis Vuitton, and Dior have been capturing the likes of Gen Z in China by fusing connections with streetwear designers and influencers, and through disruptive collections and K-pop collabs. Gen Z craves experiences, and the brands who are winning them over are doing so by taking risks. (South China Morning Post)
