What question did this study set out to answer?

The aim is to analyze how luxury brands can remain relevant and appealing to new generations, specifically Gen Z.

May 28, 2026Open Access

Sustaining luxury brand presence across different generations: strategies to enduring distinction and growth

Key Points

The aim is to analyze how luxury brands can remain relevant and appealing to new generations, specifically Gen Z.
Qualitative study with professionals in brand activation, public relations, and advisory roles in the luxury market.
Analysis of strategies luxury brands adopt to attract younger consumers.
Focus on digital presence, experiential marketing, and addressing social and environmental issues.
Younger generations prefer digital marketing over traditional advertising methods, leading to a reallocation of marketing budgets toward social media and influencer partnerships.
Experiential marketing and authenticity have become essential for engaging Gen Z, who prioritize brands that resonate with their values.
The study identifies a significant shift in how luxury brands adapt to cater to the distinct values and behaviors of Gen Z.

Abstract

This study aims to analyse how luxury companies can remain timeless and compatible with the ideals of new generations.Additionally, it aims to identify what are the strategies that luxury brands are adopting to attract the new generation (Gen Z).A qualitative study was conducted with brand activation, public relations and advisory professionals who work with the luxury market, who would be able to tell us what strategies are used and what the weight of the distinction between generational cohorts is.The findings reveal that younger generations are more technologically and old approaches such as advertising through magazines or paper press are already not the focus of the marketing budget available.Digital presence through social media profiles, ads and partnerships with influencers has become the focus for keeping brands in touch with their audience.In addition, it is important to provide experiences for the public.For Gen Z, it is important to take a stand on social and environmental issues and to show concern for larger themes.This generation cares about what brands have to offer other than their name, they are looking for authenticity and humanism.The originality of this study lies on analysis of how luxury brands evolve to meet the expectations of Gen Z, a demographic with unique values and purchasing behaviors compared to past generations.While existing research often focuses on digital marketing or generational consumer trends, this study distinguishes itself by analysing the interplay between tradition and innovation.It offers industry perspectives, highlights the shift toward experiential and valuesdriven marketing, and explores changes in marketing budget allocation.By integrating real-world industry insights with academic analysis, this research adds to the conversation on luxury brand adaptation and provides practical guidance for brand managers navigating the evolving luxury landscape.

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