Received:
2026-02-11 | Accepted:
2026-05-08 | Published:
2026-06-30
Title
Sustaining luxury brand presence across different generations: strategies to enduring distinction and growth
Abstract
This study aims to analyse how luxury companies can remain timeless and compatible with the ideals of new generations. Additionally, it aims to identify what are the strategies that luxury brands are adopting to attract the new generation (Gen Z). A qualitative study was conducted with brand activation, public relations and advisory professionals who work with the luxury market, who would be able to tell us what strategies are used and what the weight of the distinction between generational cohorts is. The findings reveal that younger generations are more technologically and old approaches such as advertising through magazines or paper press are already not the focus of the marketing budget available. Digital presence through social media profiles, ads and partnerships with influencers has become the focus for keeping brands in touch with their audience. In addition, it is important to provide experiences for the public. For Gen Z, it is important to take a stand on social and environmental issues and to show concern for larger themes. This generation cares about what brands have to offer other than their name, they are looking for authenticity and humanism. The originality of this study lies on analysis of how luxury brands evolve to meet the expectations of Gen Z, a demographic with unique values and purchasing behaviors compared to past generations. While existing research often focuses on digital marketing or generational consumer trends, this study distinguishes itself by analysing the interplay between tradition and innovation. It offers industry perspectives, highlights the shift toward experiential and values-driven marketing, and explores changes in marketing budget allocation. By integrating real-world industry insights with academic analysis, this research adds to the conversation on luxury brand adaptation and provides practical guidance for brand managers navigating the evolving luxury landscape.
Keywords
luxury brands, generation Z, consumer behavior, strategies
JEL classifications
M31
, D12
, M14
, O32
URI
http://jssidoi.org/jesi/article/6664
DOI
Pages
430-444
Funding
This work is financed by the author Álvaro Carrasco Aguilar.
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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