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":"fcf71aad4c8899c77b8d62caeb4b0225","s":"0736c90f177412ba"}