Many high-end brands are struggling to connect with young consumers, who are either bored by dated marketing, turned off by high prices, or both. Time is running out, as Gen-Z is poised to dominate luxury spending by 2030.

Luxury is losing ground with Gen-Z shoppers who are sensitive to the industry’s price hikes but also disengaged with how brands speak with them today.

Impersonal in-store experiences are out of step with Gen-Z consumers raised on YouTube and TikTok, and who shop vintage in greater numbers than older generations.

This first generation of digital native consumers also challenge brands to make their marketing entertaining, rather than offer up polished, aspirational imagery.