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":"6aenu3aHMaWYdh76IJBgi7MysWK6IWIJiutXDIHbzDjgpAw7ybgc4rg0DHtEr3ydKh+okDTLhl4aDcKkZa6SNyUiQV+kl\/GanB0U4l79FjPMn6K4aL4NaR8JGXkO6JCzjQhTnmx\/eE3MMyfJ4RXhGEMNoVfPDCh9pyvLKaVLQyBP3x1UjSiRhqVExmTphK5sqmS3rNHrLdkae\/BGg7kaPYoG3a0rAlXIgFLKGAg2lf58IYyQnJ5XVPLCHePDkpaqusYQ4erKtDY16r843iLspOPMhQkBxRWc8knues2IhNmydqVdigDhGw5UlldWczOwnxORXQyTtSuiNX0QhuIQnJUbHnIwTCvqClTqY8TtIl0rHG487zwAN\/alNzeFeu\/bWibJDM8iQfki35nK4M5o69dK2oNNCwHNnEZpvjIpr2+ruugh299M+ArliIuz\/+h\/AWv5NACvThoRhVti61jaMMwcvozVGgB\/evvd0AaoC2Otrua+PEc6\/cG9JrhJqAvLNmKdkXnc7OJGeNUWO+wnXy\/MRQ3vFBjFUv2ImnxvqVmPXa0hr+SeRddX+6F0jWIUxkMJchbykRJaUnZJgLbzn2DutVKxXGjhEjzA9h\/nrji\/U+uimSDGvDAeaJnmkhOK9nluOF38Q3CCF6lvGKnbxme7oCHoSWirOLGagZQVK4omAI3DH76N+AM8f93qAveWT\/JkZtR4T62nKGDRHbef2Ru1avQMmAPj2GUguZYw6gqWXnHtp5T3ELGP0IJU\/ZZ14fW3yALTeZnI8NdfkoJF0DplMOmtYBUO5tufx0eSjdtv2W3XHsTtGENIGGKItrZ3jmMXXKJJCY\/Etx3Zmm40uUlRwH5CLW9QbeW7PbOU8mYAjNK1azKd24M\/RoWsyoY6UGgqpAY0xBxuXLN+a6EuC8gktpbC5DGmVHYs0vHweigw0julCHW0cRBGdIWeemg2qZ3Vt\/y8Jri2l8Cuk0CkKO\/+CLbUKEmHy17HP+QjKaSD1UobRHNs+DfGT9+sUtNAtvRxUJL24T2W3y47M+8Bi9OA9RzKzCy0j4rDsNTWR4wI0iJILbD4FwzwA\/7IB4WfYNLo6hIpRi6lVGpS5n6hmOpLhwMJS5iaCQX9TpXZq24g+J\/cgN1VjkirvBlEe2U9biYx1ho8HvTOkUUUJygrQSoi3002VQMyekRZfZDxCVIJ0rc4VhotewmxZp8Vh8Kth6MqUAr8zzk3d3zuCCqYrFAZ4LhCQv01seRDazOqdQqG5UCIXmiUFUV52eAoW0tHb7Hb4sSECl5CWkxwyWYrpv0ll01Q8LkjgEoTDqai4Ik8HvV0HHrDikchmbRSYZ5\/Away5XQ29\/tPO\/ECwOj5jJ2egaesGNIsaucZ7PnsbazEl3g99NBSVOZdKlxA5UaJBcj3E8joPDf7q2wrKr78wf15n5HUNqxrfMYlvoH8ATCYOlOkClCxQLJPU9CGHHzi951iIbzzdnaBJNht+Mz+Z686VWBCKevEYOCJvPGgV42yNn608nVzq6uFNE1FOv51fKr6jFdeGLdJJsbCbnpNT+6P+HN0CsJr0ZKgkfc3nlDvrSp43FS3KAWAmfUCfM55vOXSnAxlOaZrsdCTCGI\/sPGkiafpYPldqexjT7iSSdWUSG5Ztd3e73mcaTDhD4RDawsmlbCuL7MxT1e34l3+TfrhXj75HEHU+6cKlDEzOsZDdZp1uJOS3TTkDDIV7IJOJO3uHNxeVSt29eQkF3Vcbls9e3fE6NwRGqxQdAW2y8C+bx09rAA5wf46N1hmss2caM9fzmahoJot5O3KOjGubHhZqWChp3QslJHEBcXvAXjUSuBBH5JpJUXR81lRKV8dAsf3tttJKUijdG6t00gewpmNdpF93z8vNil8uc8nfqxJ+L2l9sMkSjicfKR4wwDQ+oo7\/S4HShrJUkabMzECQg8TgLxlHHSciZVzVxv1LtZlsw4gZzPaLQ3pKNEuyUblcRieXBv4P68R8Ts7wWlLvz5\/ilDP8NCTqKDgqkSCIoYcBx\/6jXHo08WGG\/G2HNuxWOZ3A0Gbxy8cy2InEmA1s3rygyuOOSEyOrs\/ODFSE1Wu\/dgiJYPbbzmgAb1EY7E48c8j3dotEIvGB\/h\/XjuUAAH3X\/ii4XWhv5vnOOg\/1yLwpuyjPhfc1Q+R\/f2FvfrJKvvmtycHtIyyJGWmjxeCbu9fXWcxhkJFjkaO9cQxhamBpOT0pnmno8\/FMDMtHqkfOQPDEtQd1XDjV88SMNOjuzHUdhmjZvUr8Wn\/w97hP7WgSpQs+xd8eILkQbH7muCmMNvQHFRbO4B2qLGqEkW4UeIa97\/KvNg+x7znjW0WnALGEMoSAvnc8bjX+oE6gpR+yT0wiCKyaAwCTpXYQaZX7157YquITeutlo8e7U82O26SF64Kqiz1jyYkJGD8yQVhDlkvx8c4LNucC3S69z76IEpKiVFiUVZ6oTIB4lNauRkntnfrU3id\/rRO0id2xZPLvN59xoXIqy0P81N+yZ6r\/unArVbPW6wDBkoj1jCGcjxzx9FJOxS\/KDtfTBU6YUKyMqGUjqINvUVI15O6YuX5kANRs3MfowdqWRmOqiwCzIlGWwikFWQBxlcGrXMytYP+iYzsd6q4d3NFKAdeYvCFCq8HB1vXO2zR4rWFDLg06XkkH4sGOlfP2Vd6EtfO3+M+T\/hhouyKW6zAOHU\/hohjPorIjAADnss4k9zOOheJCbVaoXPhv1JAcAmrHAE23jqmfwaoTHz\/Z2dnka3fWmEHeYdl0U+qXKIg3cSHKKoQ9ie7nlMYSUyKhOQ20NzHxjGmUPdldP6e+fX\/2dInlg9SfbEexepwendv+wC8QN5rDWULyChGLHODhz\/JqZJnc\/XUbzF2JOf3GTPkZSL4eGwC1FUswmdLVYNt6EHQrDkH4ZEXDcGKyv+3vQcBl6aZ5kfVlWcfOx\/2T77oWYPpW5Lar4NQsg\/MOMsf+YfBjHOksCX2SHXQNoe1qs7H+o7P9KClyKOwDeFBI+Kk1ElKBzdAFwb8VXsgPgSyfgNnIcznMRY4GaIbCsdGEHCR7iZyGMzRWqjpbV9YDpjQCcVAKwLg5gXlosuKmuAIbRNCmvvsk+e9whrvfGAgJzyr1hbiXkjSn28GddE7dIwsk5dYrSK3rNYbN0dgOBBgtCyUploLWwJ41xc+gE3PhdiGq5ZyXdY2RBzcwgYJn3gIZg5wxGIIt37WjT+CEoEB83Ear6jTS4kW8gukLZS79\/hCjozHqWFa+\/kXkh3jdrUOEytqf+VlQ+74c77v0x4fE9Ozu2r4Pf7wjvicSzepJjpWWnWQHvM+WrxkBt9iVt5Ew\/+i5RPpdvrrpZiMGpi9MjxgKf7Fsp1bCE3d41+hdUaWUA+IF5Te\/\/QDLAc\/CKUMxghNwGpOaC1O7ld7NSK26udOMwsqyTw6pH1rUjPRph6\/\/xv6ogNU\/1KNix3\/0sXp8RygVTYQqEj8UdIfXeYLJbvjLClhx1NB7GOQpEnjpd0U6VlxLxl4APz1p5L9VrQFJvNQvei\/TPk\/VyBTMaou7iMnPZYXl+F+kGK4EpFtMHZMy60Vj40ZcfZvpxjI1wW1LbvVDYalQH+jMJ\/IsixoSVLBsCi9+UE4Qts\/o97nvOhkhIA2SLnyQk9kY9JLCOCB7bpe+4gv5TSK53P2\/NVj+1Xs1GqUQ5jCdZ2hLC2GLSlbqbqREyHD77xqvwVIaVuWMW42mvY6rIqR+koEYd\/PKFIAo40jxYQrERTpDBHU0OSNGYMdQH2mkR9y90EwWze3cc5J2ujdUMsCidUS3dmfw4fswnzdMXk8wrO\/U0hF9KvyvDbic50fio\/nc1f5i8vaNdJleh4YBrJ4+suX+C3T7P4uM2NHPi58AIJWI2A\/HOAeAZLEUKWvQSd4cFpGql9OM\/Clcxk2\/A0ET0m3oVvaB6cPR5XpzecO78mWl3C2BzY5HCdvrC+lECjlbC5jKf3pBkqMdDzR88gfkH8neQmMoN3n\/\/zIul5iNTLrX+6RGY0spxCv4SttrbDvP5ClxmzRLTGWXJFKAF2qQWnj+bkzgGId6c\/uLWpqlU8nSzScdIqUBtTUPzI2ga5MxrbKQFe9GebZS1k9q1MwYX2E5OroASnUsRxEDeJxc3WW7lW9v9EILOci2fxAE5whgiEVZO86pF+hpHkr\/Oh\/SpkFzekFByqEobFz+XYD+deZnCKGLQB8Wkh73gKLCm3aX6YnYhQVOqdFV7iR3P4YixDTap3LhkDWoDbNf9CxL0opPpLCjVCKYV5gtiVUxpSe5HrYskOxZ6WS3\/Xz\/ljAwoAgQmWSK4RHnMjGVRhfBcjHj77BsFKsMLy3XUX6Wm3\/SyNj83bfzjdnN6VdFu2E0FOvxow7mDLrH\/As+4vs5XLPn2wWsao6piw1QcpLt7t3VjZ\/Ba1jU0HvDaoqKZiJxj9KWnO\/dhKNi71GuqUobMd02SmLK9at0BNoWaozUCp9NKwgPTxKubGzaAasQ9MTspHbGZ4WjLGA\/84Oim7yu3LI+RfLA1BMfSctJzNSxNSAzX7e\/6s03o5nZURHe1\/mE4hlSCPGkkuGIO\/Fwt3b7lsGGtwx0a8zcgA4H3PYqRDOotfCGuKKz8iw8w8lT3u4nVY6seT+vE5VXJ9xJg4zsoiUcdCdWXqUwu1J2l8+x7XSE9in+KaCV9dzccEG\/77nPz4NZ093CNikOisC8Q0bLqxrkw6pQTeICZD\/7LPkNjfq2gTU4ld5li3GkD4kgGOMvonqJTS0SaqfF6BJgIfrlTZhUD5ljzZbE+37L5ksLiSaZGERQmP9RjrHwvm889iyk90rUSZXywDsTOG+k16Ff5\/Rp5NQrYCw3Ofn+hV+23U+ANFmKlLuvDSjFZ17bnWuXVzdKqemwKCz3nwZoFEjEYTRnSJ0oQwPhH0T\/lfiGv2D0QXsrqNLLMfMgoFsTjglQIkzel4d7lkNL9zJrOXcmf4wllm99hle6H\/dioVcMiTuFAUxCnoYbAx34FMnEC44TYYeZGLSku\/\/T5ND9m3wBAVx25iDVFNbd0Ue36Q0nb0MFYMqFPJWXtC0noT\/GKuaaSCB7TsSaw0sGMTL8hx0Z\/PQbHUDfNBVrhbm5YZ1KlbJ4CEFngisSYhCDXDWnVKkK20fj1FquWUySlVPZGYdKqQtPjVw7esY2Oy1k3yVNtp\/I+3lt\/2730IKOupVG23zATbRFEs4egaLQglKdlupDuqZXn3kzXAKYcKbJ06aEBjFFYTadlujtrgC94P4ICgXKszEvN+r6Jexc7ltv0T+V0vFz8Hl2SifS8erQkUM\/M0gOC5IzzZz6t+Z\/vfegZU\/5\/i\/g\/c8M9EsL8ap9mmUtWRT79xAXkehUMQGkXNjrcZ2eaV+DyHge+i4H2We7nvql1KXs3quocb10osBV\/87rrLite2R2G+B4XY2btguLGqeOMjiwcYMbGYXdxrR82Y9+9JA2OnxzilB\/wsEB3vYExnPQUgLzo\/QRLEmkoDjOYI+6ODTm6zRWJ3lnb9vai4RQm0+E3cQi7zYrgfAgFbSRVoKIJiPjhfSCf2++fv+kICMj1EeH\/ucoMgcfsIIlYLM+N+nChImvmTQMEnry+RTEZ+AnIT6fDyDsGxmA5xzDUR0uIwo66lV11\/8d+EuwW5zXzCwWAc\/MHKaZvW1qWUAtouJTmEdPog\/hD\/+ZDTkfAGxTue7ze7YEmzP5TaajbDeLVmED4CVy17qkxPfTjC+C9Jj4erXv2sNzVN8pkbJr2hfn0PV3GKbCj20huR8gxHKNhHoFytnhTp20qucp9tDgckzoHo3cHorUpph1VScImTTdCSYnjgYLmm\/FHh0k2kuyBPNzJkhsHtQ4Ozn859SNa2CJPb+P6opAtCx\/NWeAPsMxqRM6w\/f+ESCN9dnYdy\/rTUAXvTz5BeB2U2dxJ\/\/8Cyt09ZSwCTQn7HwnfXcqL1aLOvNSTfL221dUpqfeiwSWILO3Os8Thn4SEu0z5RyqnodM+LxgubTlRdTliCU5wgH\/hJYxU\/Br7gPnrY\/q\/xwLrfV+Pj0WUarnJ4CQzX\/6lZ1x7jS66tiWS4dMtI+O6jcb+uF0dwVq1WVFmfqINhM52kcUnm8DZDgcMW+ByQ4p0qIKglA35DJ9DWbEqUHE7HQ9ifxRyJIiSfjiXQ7ul35XbAaU\/CMNmPTEDVCXN8OfT8QGy7w4PrFIq0+coRUl6+9dty4iidmZLeZcGypvQ0twZ\/OO4IfneMMfxhm6MRMpwIlCrDRs02nigzRRyxGIJy6seuba5v2qyOiHVm8y5MCR3IxSW0+QuX4DZpnNEdTzxva1K94g87H2eWwIcQvcva27Yof85FOPNDTn3YS\/Fxv69+SVBTyk5wedIJ+lSTn+sVdbQ7JEc\/Kt4\/HNg1qrEc5TWein8hPgzcirLIM2VMC7XwNKcl7dCGEN5X34vLC9K3\/MRHACsrDqX46vsRkdsw\/3CIpVmGmWU2X2VJRLLuXn6jwLZjvhKJtyoY40iRo\/YMWOVcuFe2FzQsVOasIrzxPgH+Y+jHnk0N0wKG2rP8RkJnhY6h\/tJKGDXpN0\/E7bh2QJJWt7WP9svXcYbslK2I\/ei+qdTDJS6QExzzK9dQC7peG15PwwNnNP3sXFZp9foF1F9wyaBnQopRTtz\/6YMe66FXrGV1deeRvE8kFL0rGqzix4EWdsmlFerdrhThOfrxVyD5LRJwhmc05gVm1laI4H0Loe5hFqeFdLg7t64vEi+AloWGlt1JfRfbAw76YEZ7g5cKH4GnF9S4d4iIivMiakuxEjMAChD2Dd91q25hSYlt5CjnKQDl4kUrNber+Mlbqygp74sUBEiMhDnu5Ops94kO4JvtciaykOb7XwsY1jUW947O0Iqr3a3qUSXp6D5hdDQr0YuVgU0Rl2suVOwqdXrsOff6NgLbpLg6t\/hqq5HbwVrnCNxhYkxVH2fi9i8N\/0hdWUqbZNcAFaJiQtqxXmHnxPxOp3yGYBzQeQHeLpX3Ud8uoSAvWdtA4MVsif\/33BeslUHYCj2GLdpnSAbiM5of7PW\/qj1vEnsX\/gE9OaNDV0mqBB8toxYlvs5YckKmeWc7CRqlLcdj81umXigNknr51Nuxj33Rd+4FSgvXpnjxR6SxAoFf7fa\/jUk+wDHYBKke6vosq3ZI5JPAYA+hrF+V5k5TbtePeA8jvEsdnvCl2SsqK6+iI95d+9XFmJIMWCyj0QIAMbCVYTooEI6VaCQn5xHObVlAXfdMH5Jz9sWfdGHQKPo3sSfCBeSAeTR9l5tYbEEVgXoj1q9tZBjpIlOKlpPfTX+cZ\/7oXCUa56ObIkFMNl6OqEdVfowJ263nbMclDZdMN6Pyp7fr1c9E1fYqQdpG7mEcSPO8cx3NvPSBvEO9U36UYgAUanOlyUb9veLg8gHtMk31u\/jzFeCeo3jdUZE+sFQxRPyozOwuaD\/yUclgr2OPAOnUrkchfPk8g1K4NvRmOxmULSjIJXnrjgKSiyOpb0vlSKcosJg==","iv":"aa34a28e12fed9369d0f163112a2047c","s":"dd353c5acc378716"}