LONDON – The upcoming Generation Z members are brand-focused rather than product-focused, meaning that they may opt for wearing counterfeit luxury items rather than waiting for the money to buy the real thing, according to a study from the ESSEC School of Business.
Gen Z members are highly opinionated, speak their minds and are online natives, meaning that they have completely given rise to nontraditional brand ambassadors. However, this could mean that since Gen Z members are so brand-focused, they know the value of luxury products but since they do not have the money to pay for them, they could still buy their products.
{"ct":"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","iv":"67e95fb54f3cdab666afa881d57f504e","s":"8644ff810792d2aa"}