{"id":134573,"date":"2026-03-03T00:01:00","date_gmt":"2026-03-03T05:01:00","guid":{"rendered":"https:\/\/therobinreport.com\/?p=134573"},"modified":"2026-03-02T12:06:01","modified_gmt":"2026-03-02T17:06:01","slug":"why-chanel-and-aap-rocky-reignite-luxury","status":"publish","type":"post","link":"https:\/\/therobinreport.com\/why-chanel-and-aap-rocky-reignite-luxury\/","title":{"rendered":"Why Chanel and A$AP Rocky Reignite Luxury"},"content":{"rendered":"\t\t
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Luxury brands need to attract next gen shoppers to survive. Gen Z and their younger cohort, Generation Alpha, are set to drive 40 percent<\/a> of all fashion spend by 2035; heritage luxury brands that aren\u2019t relatable to young consumers won\u2019t make it into the 2030s. The issue is that younger consumers often have very different priorities than the luxury brands\u2019 customer base. Stalwarts like Tiffany and Chanel aren\u2019t packing the same punch; they didn\u2019t even make the Lyst index<\/a> of hottest luxury brands in Q4 of 2025.<\/p>

Traditional luxury status symbols like Birkin bags don\u2019t resonate with younger consumer demographics that are hyper-focused on individuation, forcing heritage luxury brands to rethink their marketing. For next gens, ubiquity reads as uniformity. So, brands are moving away from relying on legacy as their sole selling point and tapping into unexpected strategies to target Gen Z and millennial consumers. And they\u2019re doing this in some interesting, dare we say, inspiring ways.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\tHow can traditional luxury brands groom next gens as their future customers? Follow the lead of Chanel and Louis Vuitton in appealing to Gen Z\u2019s sense of humor, personalized style, and desire for individuation.\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Combatting Uniformity<\/strong><\/p>

Ubiquity and devaluation kill the perception of coveted luxury. Two years ago, The New York Times<\/a> reported, \u201cLuxury brands have triggered their own death spiral\u00a0by selling overpriced, overexposed and lower-quality products,\u201d calling out Prada, Louis Vuitton, and Gucci for price hikes, for some popular of their items those hikes were as high as 111 percent. Chanel and Marc Jacobs were lambasted for hiking prices while also cutting quality. Two years later, the price hikes continue, but luxury brands are justifying them by refocusing on artistry and quality.<\/p>

Next gens grew up being exposed to brands like Balenciaga and Burberry through their diffusion lines at T.J. Maxx, so they don\u2019t associate those name brands with a luxury experience. Craftsmanship is no longer assumed as exclusive to luxury brands, so they are highlighting their exceptional craftsmanship on digital platforms to reinforce brand prestige. When it comes to the artistry and quality of luxury brands, next gens need to see it firsthand (on social media or in store) to believe it.<\/p>

Above all, next gens don\u2019t want to blend in. Brands built around personalization, like the embroidery brand Abbode<\/a>, are entering the marketplace. And brands including Louis Vuitton, Loewe (next gen favorite on the Lyst index), and Dior offer customization services as part of their value proposition.<\/p>

Next Gens Say \u201cProve It\u201d <\/strong><\/p>

BCG predicts<\/a> Gen Z’s luxury spending will rise from 4 percent to 25 percent by 2030. So, how can luxury brands make themselves relatable to next gens without losing their quintessential style? And how can they get them to pay full price for a luxury item, rather than wait to find it at a consignment shop or thrift store? Chanel and Louis Vuitton\u2019s recent artistic collaborations serve as inspiration. \u00a0<\/p>