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Feb. 28, 2026
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Marketing

Meet Generation Alpha: The shrewdest luxury consumers ever?

June 3, 2021

Even though some in the next generation of luxury consumers haven’t been born yet, luxury brands would be wise to study Generation Alpha now. Image courtesy of jnby by JNBY Even though some in the next generation of luxury consumers haven’t been born yet, luxury brands would be wise to study Generation Alpha now. Image courtesy of jnby by JNBY

 

By Glyn Atwal

Is the luxury industry ready for the next generation of luxury consumers? Gen Z’s buying power is blossoming now. Today, this cohort makes up about 15 percent of all luxury goods sold in China — and that number is on the rise. But what consumers will come after them?

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  1. Wolford seats new CEO, chairman
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  6. Lions, tigers, bears and 'Wirkins,' oh my!: The legality of Walmart's Hermès Birkin dupe
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