The statistics are unanimous: Generation Z is a very big consumer of luxury. Its expenses have been multiplied by 6 in 6 years. In La Génération Z & Le Luxe (Dunod), Eric Briones, managing director of the Journal du Luxe, offers a dive into the heart of this target that has become essential to the big houses.

It fascinates as much as it disorients. Generation Z, which includes all young people born between the late 1990s and early 2010s, is shaking up the codes of luxury goods purchases. Raised with luxury through social networks and influencers, Gen Z escapes classic marketing models.