LTTE: The Power of Luxury, how high‑end fashion is competing for Gen Z attention

Luxury fashion has long represented exclusivity, craftsmanship, and heritage. Today, however, even the most established high‑end brands are reshaping their strategies to connect with a new generation of consumers. With Gen Z holding increasing purchasing power, companies such as CHANEL, Louis Vuitton, and DIOR are investing heavily in social media campaigns designed to capture younger audiences.

These digital campaigns do more than highlight products - they influence how young consumers interpret luxury, identity, and personal expression. As a result, social media has become a major driver in determining which luxury items Gen Z is most likely to purchase.

To better understand this shift, a short 10-minute survey is being conducted to explore which luxury goods students are most inclined to buy based on the ads they encounter online. Your participation is kindly requested, as your responses will directly inform ongoing research on how digital marketing shapes luxury purchasing behavior.

QR codes linking to the survey can be found on McCarthy floors 3 and 4, in the McCarthy Center and in Hemenway Hall. Your input is greatly appreciated.

Best,

Joan Kigotho.