The New Generations of customers who jostle the luxury codes

This study aims to show how Generation Z will reshape the concept of luxury already impacted by their predecessors: Generation Y. Through expert interviews and consumer panels from Generation Z this work explains that Generation Z’s behavior and expectations regarding luxury are meaningful for luxury brands.In fact their need for interactivity and creativity seems to indicate a strong individuality as well as good sense of community making them very demanding consumers that luxury can no longer ignore.