enthusiasts high-end streetwear, designer sneakers e beauty, the very young consumers of luxury are slowly becoming indispensabili for a market saturated with requests and mainly digital. A few clicks are enough to spend thousands of euros or dollars and buy limited edition sneakers, capsule collections among big names in the industry and essential accessories, perhaps sponsored and recommended by the darlings of the web, the increasingly controversial influencers.
Alpha generation e Generation Z, according to a very recent report released by Bain&Company, they should triple investment and expenditure in the luxury sector by 2030.
“Thanks to the creation of increasingly attractive products for wealthy teenagers by luxury brands and alle communication strategies conceived and conveyed on social channels, kids start spending on luxury items three to five years earlier compared to their predecessors,” the analysts explain.
NFT, personalized experiences, virtual reality e second hand luxury items are the most desired and sought-after items by this demographic, which is predominantly of Asian nationality and resides in China, India o Indonesia.
For this reason, experts predict the growing popularity of services dedicated to pre-loved luxury and to the dissemination of increasingly authentic programmes, which make consumers feel special and unique in their genre. Pioneers in this sector are, for example, companies such as Vestiaire Collective, authenticated second-hand luxury retailer, the project Prada Crypt and initiatives dedicated to pre-loved luxury by Balenciaga, Gucci e Rolex.