The Rejuvenation of Luxury Brands: How to Attract Young Consumers in China?

Abstract

Research reports show that China has become the largest luxury market in the world. As an emerging group of luxury consumers, Generation Z plays an important role in luxury consumption. Research on the rejuvenation of contemporary luxury brands and strategies to attract the Chinese Generation Z is an important step in brand reform. Studying the consumption psychology and behavior of Chinese Generation Z, especially their attitudes towards luxury consumption, is of profound significance to the rejuvenation process of luxury brands. This paper analyzes the current consumption situation and behavior of Generation Z in China. The author summarizes the effective market expansion and marketing experience of luxury youth marketing through several typical cases of luxury youth marketing, from product design, cross-border cooperation, choice of spokespersons, digital marketing and other aspects. This provides suggestions for other luxury brands to promote rejuvenation, attract more young Chinese consumers and increase market share.