10. How Millennials and Post-millennials Are Reshaping Luxury

Millennial and post-millennial consumers are a particularly strategic target for luxury industry and services. Indeed, not only does it represent a significant weight for luxury (one-quarter of the first US luxury market), but it is also a deeply globalized consumer segment, which is a major asset for these international luxury brands. Raised in an environment of political, ecological, and socioeconomic crises, the young consumer Z, meanwhile, is lacking values. Swapping from one channel to another or from one brand to another, he/she seeks advice from virtual communities and searches the web for a way to consolidate his/her choices by instantly sharing his/her buying experiences or his/her personal relationships with luxury brands.