The future of luxury and high fashion has the face of Generation Z, young consumers increasingly present on the economic landscape as well as reference targets for more and more brands and platforms.
A generation with holes in their pockets, ranging from a environmental commitment significant to excessive consumption of items fast-fashion, and which for this reason represents an essential component for any luxury brand.
But how to seduce the digital natives?
According to a study conducted by Fevad, is the 'e-commerce to represent the next frontier of shopping with the 97% of consumers aged between 12 and 15, in fact, who make more than half of their purchases online; at the same time, Alter Agents confirms that the sustainability , transparency of a brand often represent an essential selling point for the 62% of young consumers.
Another feature particularly appreciated by Generation Z is the authenticity with which influencers and companies can announce new products: it is important, in fact, to establish a sincere and disinterested relationship with consumers and, above all, take sides openly with respect to current social issues and problems.