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":"a4f99a690737926b9fc19a7ff91515bb","s":"f1d832579824497d"}