TikTok just broke the unspoken rules of luxury shopping. Thanks to Gen Z, other shoppers didn’t need to step inside Harrods to know its January sale was happening. The deals went viral as creators mapped out which floors to hit, which brands to hunt, and when prices might drop again. One video documenting discounted items hit 247K views, with the comment section filling up with users planning trips around the markdown schedule. Harrods’ January sale has always offered steep discounts, but this year, the exposure poses a problem for luxury pricing power. A senior Harrods associate told Glossy that over the past two to three years, customers “regardless of wealth” have shifted to actively waiting for sales instead of paying full price. While the shift challenges luxury’s reliance on mystery and price belief, it also shows Gen Z isn’t rejecting luxury—they’re reshaping it to be something far more accessible. (Glossy)
👀 Read more from YPulse: The Top 6 Luxury Brands Gen Z in the U.K., France, Germany, Spain, and Italy Want to Own
