BEYOND LUXURY: THE POWER OF EXPERIENCE IN CAPTURING GEN Z

The global luxury industry is continuously growing and evolving. What once was an exclusive privilege of the elite has now become a global market, driven by generational changes in values and consumption habits, societal values and digital innovation. In this regard, Generation Z, which refers to the digital natives born between 1996 to 2012, is going to become one of the most influential consumer segments in the luxury industry. Understanding their values, preferences, and purchasing behaviors is essential for brands seeking to remain competitive in an increasingly dynamic and technology-driven marketplace.