As the luxury market expands, brands appeal to younger and younger consumers
Implications - Previously a market saturated with products for older, wealthier individuals, the luxury goods market is acknowledging the younger generations with a taste for expensive goods with products and campaigns that speak directly to consumers under 18. This acknowledgement reinforces young consumers' choice to shop luxury and broadens the market's perceived clientele base to be something that parents will take their children to partake in.
Trend Themes
1. Youth-oriented Luxury - Luxury brands are acknowledging younger generations with a taste for expensive products with campaigns that speak directly to consumers under 18.
2. Refined Childrenswear - High-quality fabrics such as cashmere and wool are making their way into luxurious childrenswear, further legitimizing designer clothing for kids.
3. Spunky and Rebellious - Upscale fashion is pairing traditional, preppy styles with grunge-inspired looks and edgier designs to create a spunky, rebellious feel.
Industry Implications
1. Luxury Fashion - Luxury fashion brands are targeting younger generations to broaden their clientele base and expand their market.
2. Childrenswear - High-end childrenswear collections are expanding, featuring luxury fabrics and a range of customizable options.
3. Marketing and Advertising - Upscale fashion campaigns are shifting to appeal to a younger demographic, utilizing spunky, rebellious themes and schoolgirl chic styles.
