GENERATION Z OR GENERATION RETIREE?

Disclaimer: The title can easily be misinterpreted depending on your pronunciation.
Z (zee) or Z (zedd).

Often referred to those who’re executing the end of humanity with the digital age, Millennials are otherwise known as the future of the fashion industry. Therefore, the question that lingers is, are luxury brands doing enough to appeal to millennials and to generation Z?

Brands like Gucci and Dolce & Gabbana have done a prodigious job in marketing to appeal to Millennials. This is with the introduction of its “TFWGucci” campaign for Gucci and for Dolce & Gabbana, they celebrate the millennial shopper, and have traded millennials for models in their latest runway collections.

Since Alessandro Michelle started his reign at the global fashion brand, he has single-handedly made Gucci great again. The collections and campaigns produced under his name have captured the hearts of everyone, especially the younger generation. I mean, the only tracksuit I’d ever get caught dead in would be Gucci… thats got to mean something. They’re also very active across various social media platforms, which again gives them an advantage against other luxury brands. 

Who doesn’t love a good meme?

According to an article posted on LS:N Global, “Fendi is another brand using online platforms to reach Millennials, launching its F Is For… project earlier this year. With no links to products and no push for sales, it is an editorial site filled with content designed to speak directly to the Millennial generation. As successful as these campaigns may be, however, are they truly forward-thinking?”

Even though there are many upsides to this new phenomenon, the so-called age of millennials, the negatives still outweigh the positives. We question whether or not the majority of millennials can actually afford luxury products? The answer is no. Most millennials are either in further education, such as university or college, or in level-entry jobs. I mean, not everyone is Kylie Jenner (20 years old) or Sofia Richie (19 years old).

This takes us back to the main point, Generation Z or Generation Retiree? Should brands and companies be resonating with millennials through campaigns and social media platforms or should they be solely focused on aiming towards the older generation (retiree is a strong word)? Thats a question for next time!

Thanks for reading!