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The Effect of Modern Day Digital Luxury Marketing on Gen Z
Mishkhas, Leen
Mishkhas, Leen
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The review discusses the complete overhaul that has been reaped by digital luxury marketing and how this affects Z traders: they who were born digital and have been formed with values entirely divergent from the previous centuries? In the past, digital luxury marketing represented the epitome of sophistication, exclusivity, and unattainability. Presently, however, it has invaded cyberspace and embedded itself in contemporary discourse on Instagram culture and instant gratification. Brands like Gucci, Loewe, and Jacquemus embody the new modality: creating emotional engagement and experiential narratives that speak to Gen Z consumers for whom authenticity, transparency, and purpose transcend aesthetics.