The 6 Commandments of New Luxury

By 2030, Generation Z will establish itself as the definitive key target for the luxury market. But unlike previous generations, they do not simply adopt existing codes they are profoundly redefining them. Gone is the era of demonstrative luxury, hyper-visibility, and mass-market strategies. A new framework is emerging: more discreet, more demanding, and highly subtle for brands to grasp.

To help industry players navigate this transformation, Episto unveils its latest study: a deep dive into the new standards of luxury through the lens of Gen Z.

What you will discover in this study

This report immerses you in the perceptions, expectations, and demands of Gen Z regarding luxury. Using a hybrid methodology that combines quantitative and qualitative approaches powered by AI, you will access rich, nuanced, and directly actionable consumer insights.

You will discover, in particular:

• Why ostentatious luxury is losing ground in favor of a more discreet, coded alternative.
• How physical stores are perceived in relation to the online experience.
• How digital overexposure can accelerate brand dilution and trivialization.
• Why certain historical marketing levers are becoming counterproductive today.

Beyond trends, you will uncover what this generation truly thinks through authentic quotes from French consumers. We highlight weak signals often invisible in traditional studies to help you avoid the pitfalls of trivialization and build lasting desirability.

A methodology by Episto

To capture the complexity of Gen Z's relationship with luxury, this study relies on a hybrid quant-qual methodology enhanced by AI.

We recruited 179 respondents directly via social media, specifically targeting an audience of luxury consumers. The research was conducted using a conversational questionnaire. Among these participants, 51 were selected for an in-depth qualitative phase to explore their responses more deeply.

This approach provides solid quantitative data to measure trends, paired with rich verbatim feedback to decode emotions, perceptions, and decision-making drivers. The fast, structured analysis delivers immediately actionable insights, capturing not only what consumers say... but what they actually think.

Who is this study for?

This study was designed for all stakeholders who must today rethink their strategy in light of the evolution of luxury:

• luxury brands (fashion, watchmaking, beauty, leather goods…)‍‍
• marketing and insights teams seeking a nuanced understanding of the Gen Z target‍
• communication and branding agencies

Download the complete study and access all insights, analyses, and recommendations to adapt your strategy today.