The 6 Commandments of New Luxury

By 2030, Generation Z will establish itself as the key target of the luxury market. But unlike previous generations, they do not just adopt existing codes; they deeply redefine them. Gone is the demonstrative luxury, the logics of hyper-visibility, and mass-market strategies. A new framework emerges, more discreet, more demanding, and above all, more subtle for brands to grasp.

To help industry players navigate this transformation, Episto unveils the results of its study : a deciphering of 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.

Through a hybrid survey methodology combining quantitative and qualitative approaches using AI, you accessrich, nuanced, and directly actionable consumer insights.

You will discover, in particular:

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

Beyond trends, you will discover what this generation truly thinks through verbatims from French consumers. Weak signals, often invisible in traditional studies, analyzed here to help youavoid the pitfalls of trivialization and build lasting desirability.

A methodology by Episto

To capture the complexity of the relationship between Gen Z and luxury, this study relies on ahybrid quantitative/qualitative methodology, enhanced by AI.

179 respondents were recruited directly via social media, targeting a luxury-consuming audience. The survey device is done via a conversational questionnaire. Among them, 51 were interviewed during a qualitative phase that allowed for deeper exploration of the responses.

This approach has provided solid quantitative data to measure trends, but also rich verbatims to understand emotions, perceptions, and decision-making. The analysis, both quick and structured, thus allows for the production of immediately actionable insights.

This approach captures not only what consumers say… but especially what they really 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 fine 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.