![Gen Zers value nothing more in brands than clear values. Hence, brand storytelling has become more critical than ever before. Image credit: Shutterstock](https://cache.luxurydaily.com/wp-content/uploads/2022/04/jing-daily-042022.jpeg)
Why do luxury brands misunderstand Gen Z in China?
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments![Gen Zers value nothing more in brands than clear values. Hence, brand storytelling has become more critical than ever before. Image credit: Shutterstock](https://cache.luxurydaily.com/wp-content/uploads/2022/04/jing-daily-042022.jpeg)
{"ct":"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","iv":"5e04cb44398d7645f857c58cf9036004","s":"e8aa8bf6c85cca75"}