Building Gen-Z Brand Equity as a Luxury Brand

Aligning Product & TikTok Strategy to Target the New Luxury Consumer

Source: Purse Blog

Measuring Gen-Z sentiment toward brands is incredibly difficult given the impossibly rapid rate at which this generation consumes content. While brands that are equipped with in-house marketing and production teams are able to readily respond to cyclical trends are primed to capture this audience, some luxury brands are struggling to find traction with the new generation of consumer. Luxury brands can no longer solely rely on heritage and history and must tastefully respond to the ever-evolving cycles of consumer taste to effectively reach Gen-Z. The luxury discovery funnel is now inverted. Many Gen-Z consumers start their luxury journey through either a serendipitous thrift find or a piece that was handed down to them that they are creatively incorporating into their modern outfits. Acknowledging and responding to trend cycles does not mean that you have to compromise on your creative design language, it just requires a more dynamic perspective to e-commerce strategy and TikTok strategy. Brands like Bottega Veneta, Cartier, Rolex, and Chrome Hearts are all resonating incredibly well with Gen-Z and offer strong tangible insights to building brand equity with the new luxury consumer. To build brand equity with Gen-Z, brands need to understand the secondary market’s interplay with the primary market, develop a redefined TikTok strategy to complement larger activations in a colloquial way, and understand how and why certain products go viral. Leveraging insights from industry leaders, we’ve developed a tool kit for luxury’s approach to the Gen-Z audience. 

Today’s Secondary Market Consumer is Tomorrow’s Brick and Mortar Customer