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2020 | OriginalPaper | Chapter

3. The New Consumers of Luxury

Author : Anna Cabigiosu

Published in: Digitalization in the Luxury Fashion Industry

Publisher: Springer International Publishing

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Abstract

Today Millennials are the main clients of luxury fashion products. This chapter:

discusses the Millennial generation, its main traits, consumer behavior and how it affects the luxury fashion industry;
analyzes the links and mutual influences between luxury and the Millennials and explains why the attractiveness of this specific target is growing increasingly and how it is redirecting the strategic choices of luxury brand;
emphasizes the relevance of sustainable strategies, the role of social media, bloggers, influencers, artistic collaborations, capsules and co-branding in developing exclusive collections that meet new clients’ needs.

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previous chapter An Overview of the Luxury Fashion Industry

next chapter The Omnichannel Strategy in the Fashion Industry

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Title: The New Consumers of Luxury
Author: Anna Cabigiosu
Publisher: Springer International Publishing
Book: Digitalization in the Luxury Fashion Industry
Print ISBN: 978-3-030-48809-3

Electronic ISBN: 978-3-030-48810-9

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-3-030-48810-9_3

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