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Issue 17 Out Now

Lifestyle vs Luxury

The lives humans lead directly impact the world, whether the impact is climate issues, art, or music. Humans affect companies’ marketing and strategizing tactics; humans’ ever-changing interests can change any campaign. The luxury fashion industry is currently adapting to lifestyle changes. An ongoing adaptation is Covid-19. Humans’ adaptation to the pandemic made a shift in how humans consume. Consumers are seeking to buy products that increase their overall quality of life; seeing how fleeting life is, humans are pursuing products that add value to their lives.

Gen Z’s influence has changed the look of luxury. Mundane products such as backpacks, suitcases, tote bags, sneakers, belts, and home design become luxury items. These recreated essentials allow for self-expression while also bringing comfort. Gen Z’s effect expands further into technology, changing the aesthetics of websites, headphones, speakers, and apps. Brands implement unique color palettes and images to entice consumers.

The impact of these young consumers is evident, controlling social media to push and create ideals and personas. There is video evidence in vlogs chronicling weeks, days, and months of fashion content. Content creation gives consumers visual access to products while influencing their consumption choices. Brands can also further utilize Gen Z to market through deals and sponsorships in order to be influential planting a product in the right hands is crucial to success. These marketing tactics are fundamental in influencers’ vacation and daily outfit posts.

Inspiration is a powerful tool driving Gen Z to consume a distinctive look related to their aspirations. These aspirations are reflected back to young consumers through brand storytelling. Creating a campaign based on a concept or a lived experience will attract them to the product. The narrative can stem from a social, environmental, or cultural issue. Presenting a brand as a response to the affairs of the young consumer world leads to influential pieces of fashion.

Gen Z is on the way to becoming the most influential luxury consumer. Gen Z affects the field in an unseen way. With the monopolization of content creation and curated lifestyles, companies meticulously place products for promotion. Consumers spread consumption practices globally. Making the fashion industry shift gears to sustainability, working to adapt to consumers opting for slow fashion. Slow fashion is Gen Z’s response to fast fashion. Buying pieces from a brand that produces less frequently allows for a distinct wardrobe and reduced carbon footprint.

In order to keep up with the demands of young consumers, luxury brands have begun to incorporate artificial technologies into their images. To create aesthetically pleasing images, luxury brands now insert A.I. generate objects into pictures, giving the illusion of the environment and identity the consumer desires.

The years to come will bring a captivating change to the luxury market. Between the evolution of technology and the demands of Gen Z’s consumption, I believe young consumers will drastically reshape how brands present to us. The fashion industry will find itself expanding to fit emerging ideals and identities.

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