Forget what you think you know about luxury, because for Gen Z, it's not just about the price tag – it's all about the *vibe!* A recent report from YPulse reveals a fascinating shift in how young consumers, specifically those aged 13-39, perceive luxury. The core takeaway? A whopping 69% agree that "Luxury is a feeling, not a thing." This means the brands Gen Z covets most are those that resonate on an emotional level, offering experiences and self-care opportunities.
So, what does this mean in practice? Well, it means that traditional luxury brands are sharing space with some unexpected names.
- Coach has made a stunning comeback, particularly popular among young women.
- Nike, Lululemon, and Apple are also on the list of must-have brands.
This shift signifies a move away from purely status-driven purchases and toward brands that align with Gen Z's values and lifestyle. Think about it: a sleek Apple product offers both functionality and a sense of belonging, while Lululemon represents a commitment to wellness and active living.
But here's where it gets controversial: Is this redefinition of luxury a sign of changing times, or a dilution of the concept?
What do you think? Do you agree that luxury is more about feeling than cost? Share your thoughts in the comments! This report also gives access to daily Gen Z news, articles, and YPulse's AI research assistant.
