Because Generation Z is redefining the codes of luxury and could represent nearly 30% of the sector’s purchases by 2030, we are committed to providing our clients with diverse insights. This expert perspective, shared by Éric Briones in his book La Génération Z & Le Luxe (Dunod), perfectly complements our own analyses.
Beyond the broad typologies already explored, what new subcultures or micro-tribes do you observe within Generation Z that could redefine the codes of luxury? How can brands anticipate and integrate these influences to stay relevant?
There are three typologies that particularly inspired me early in the conception of this book, identified by our student contributors from Generation Z directly in the field—notably in China, but not exclusively:
- The Value Perception Sages
These consumers embody extreme rationality in their luxury purchase decisions. They evaluate price based on four dimensions: Product, Experience, Commitments, and Personalization. This pragmatic approach is not unique to this tribe but reflects a widely shared value among Generation Z, encapsulated in this mathematical principle for them: Perceived Value must always exceed Price—otherwise, it’s an automatic rejection. - The Dupe Addicts
They have built their influence on seeking and using “dupes.” While counterfeit products have always existed, Generation Z has turned wearing dupes into an act of pride, a personal statement of joy, and a challenge to big capitalism. For them, dupes symbolize both economic savvy and rebellion. - The Z Archivists
These enthusiasts stand out for their deep knowledge of fashion. They celebrate a glorious past, revere craftsmanship, and elevate garments to the status of contemporary art. Their pursuit of meaning and heritage guides their choices.
Faced with these three trends, luxury brands must respond strategically and avoid “burying their heads in the sand.”
For the Value Perception Sages, it’s crucial not to succumb to price cuts, which would be suicidal for the luxury image. The solution lies in product innovation: creating “access products” that condense the best of the brand’s quality at a competitive yet non-devaluing price point.
For the Z Archivists, Louis Vuitton seems to be the brand most in tune with this movement. The ambitious revival of the iconic collaboration with Murakami and Pharrell Williams’ “fashion show-exhibition” on January 21 demonstrate a clear desire for dialogue between the past and the present.
As for the Dupe Addicts, too many brands continue to ignore this phenomenon. The response must be systemic, beyond mere legal actions. It starts in stores, where sales staff should enrich their arguments with a “sustainability” angle. This often-overlooked approach can counter the appeal of dupes by highlighting the environmental impact of these practices. This is a long-term battle and a central theme that we will continue to explore in Journal du Luxe in 2025.
Generation Z, born in the digital age, still aspires to immersive and authentic experiences. How do current and emerging forms of digital technology redefine the luxury experience for this generation, and what opportunities does this present for brands?
We are dealing with the first truly Gen AI generation. I see it firsthand with my students: their use of generative AI reaches 100% at the Master’s level and 80% straight out of high school. This generation is not paradoxical, and the very notion of paradox is irrelevant in an operational approach to our clients.
It’s a generation of trompe-l’œil: their technological philosophy follows this logic. They champion universal egalitarianism while demanding to be treated like VIPs. To meet this expectation of extreme personalization and treat each of the 300 million luxury clients as a VIP, the industry has no choice but to excel in experiential use of artificial intelligence.
Brands that take an anti-AI stance are either being demagogic or completely disconnected from their clients’ expectations. The current luxury crisis has one virtue: it definitively shifts us from “brand-centric” visions to pragmatic “client-centric” approaches, leading to a true revolution in brand leadership.
Generation Z is often described as favoring experiences over material possessions. How do you explain their simultaneous enthusiasm for tangible luxury products? What does this duality reveal compared to other luxury clienteles?
It reminds me of a parody of a “young Parisian hipster film” by Jérôme Commandeur for Son Monde Magique on Canal+, which ended with this phrase: “To choose is to die a little.” In my opinion, Generation Z, with its extreme demands on brands, wants nothing less than the best of both worlds: physical and experiential. Let’s be clear, this demand is contagious and already influencing other generations.
When you observe their fascination with the archivist dimension I mentioned or their adoration for luxury brands’ print editions—now cult objects adorning their coffee tables—it becomes clear that the fantasies of total “dematerialization” through Web3 have been largely dismissed by Generation Z.
And about the choice of that “One Million” cover—shall we talk about it?
It’s funny, I hadn’t seen it that way; maybe I’m too much of a “L’Oréal guy,” LOL. This cover, which resonates so well with Generation Z and in bookstores (a “zogma” suggested by my publisher), embodies this generation’s almost instinctive desire for luxury, their overwhelming passion for brand codes, and above all… for money!
Ultimately, I find it full of joy, a zest for life, and optimism—just like our friend Stéphane Truchi, whose book is dedicated to it.
