CAMPAIGN CONSUMER Through this campaign I extensively researched into my consumer, Generation Z to understand how they will influence the future of the luxury market in this campaign. A consumer born between 1997 and 2012 (approx.) Generation Z have a broad range of values, wants and needs from brands unlike their predecessors, Millennials. A highly informed generation of 2.5 billion (Spitznagel, 2020) they value authenticity, transparency and honesty enforcing rapid change within the fashion industry. As a untrusting generation they are disloyal when it comes to buying, shopping a many different brands based on their values. A generation shaped by economic, social and political hardship they look for safety in an uncertain future. This is reflected in their want for community, inclusivity and sustainability placing brands in the spotlight and aligning with those fulfilling these desires. It is crucial for brands to meet these demands, as Gen Z’s direct and indirect spending powers has reached upwards of $143 billion over the last year (Raynor, 2021). Furthermore, Generation Z are ‘true digital natives’ (Francis, 2018) Hence as an omnichannel generation they look to build relationships with brand on multiple media platforms. I found that my campaign would only be successful if it focussed on this consumer in a holistic sense, as a disloyal generation, ensuring that brands provide for all their values would be pivotal to ensuring long lasting emotional connections and renewed loyal relationships with brands.
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