THE GENERATION Z LUXURY FASHION CONNECTION: STUDY IN PERCEPTION AND BEHAVIOR

Abstract

This thesis analyzes the relationship between Generation Z and luxury fashion, exploring how this generation perceives and consumes high-end products. The research highlights that Generation Z, born between 1995 and 2010, is redefining the concept of luxury by focusing not only on opulence but also on sustainability, authenticity, and personalized experiences. These highly connected digital natives prefer online shopping and discover new brands primarily through social media platforms like Instagram and TikTok. Although they are interested in luxury fashion, they prioritize individuality and personal expression over brand prestige. Additionally, sustainability and ethical practices are crucial factors in their purchasing decisions. The study's methodology is based on a survey technique applied to young Spanish people from Generation Z to gather data on their luxury fashion consumption habits. The results reveal a strong inclination towards personalization and responsible consumption. Based on these findings, it is recommended that luxury brands adapt to these preferences through innovative digital marketing strategies, collaborations with influencers, and the development of personalized and sustainable products.