The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers

Daria Batamirova; Alkis Thrassou

doi:10.1007/978-3-031-96680-4_2

The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers

Daria Batamirova
, Alkis Thrassou

Univeristy of Nicosia

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

This research explores Generation Z’s (Gen Z) transformative impact on the luxury market, examining their values, behaviors, and preferences that redefine traditional luxury. Using a Systematic Literature Review (SLR) and Critical Discourse Analysis (CDA), it synthesizes insights from academic and industry sources, identifying themes such as sustainability, digital engagement, and identity-driven consumption. CDA reveals how media and industry narratives frame Gen Z as disruptors, emphasizing sustainability, inclusivity, digitalization, and experiential consumption. The study highlights how luxury brands must innovate through strategies like digital influencers, augmented reality, ethical branding as well as meaningful and relatable communication to align with Gen Z’s values. Combining systematic analysis of academic and business sources with CDA of industry discourse, this research offers actionable recommendations for luxury brands to remain relevant in a rapidly evolving market.

Original language	English
Title of host publication	Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business
Publisher	Palgrave Macmillan
Pages	33-64
Number of pages	32
DOIs	https://doi.org/10.1007/978-3-031-96680-4_2
Publication status	Published - 2025

Publication series

Name	Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business
Volume	Part F1041
ISSN (Print)	2523-8167
ISSN (Electronic)	2523-8175

Keywords

Accessible luxury
Artification
Critical Discourse Analysis (CDA)
Cultural transformation
Digitalization
Experiential consumption
Exuberant Modernism
Gen Z
Generation Z
Luxury consumption
Luxury market
Luxury market trends
Narratives
Secondhand luxury
Sustainability
Transformative Luxury Research

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10.1007/978-3-031-96680-4_2

Cite this

Batamirova, D., & Thrassou, A. (2025). The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers. In Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business (pp. 33-64). (Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business; Vol. Part F1041). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-96680-4_2

Batamirova, Daria ; Thrassou, Alkis. / The Impact of Generation Z on the Luxury Market : Rethinking the Status and Values of Luxury for the New Generation of Consumers. Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business. Palgrave Macmillan, 2025. pp. 33-64 (Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business).

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title = "The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers",

abstract = "This research explores Generation Z{\textquoteright}s (Gen Z) transformative impact on the luxury market, examining their values, behaviors, and preferences that redefine traditional luxury. Using a Systematic Literature Review (SLR) and Critical Discourse Analysis (CDA), it synthesizes insights from academic and industry sources, identifying themes such as sustainability, digital engagement, and identity-driven consumption. CDA reveals how media and industry narratives frame Gen Z as disruptors, emphasizing sustainability, inclusivity, digitalization, and experiential consumption. The study highlights how luxury brands must innovate through strategies like digital influencers, augmented reality, ethical branding as well as meaningful and relatable communication to align with Gen Z{\textquoteright}s values. Combining systematic analysis of academic and business sources with CDA of industry discourse, this research offers actionable recommendations for luxury brands to remain relevant in a rapidly evolving market.",

keywords = "Accessible luxury, Artification, Critical Discourse Analysis (CDA), Cultural transformation, Digitalization, Experiential consumption, Exuberant Modernism, Gen Z, Generation Z, Luxury consumption, Luxury market, Luxury market trends, Narratives, Secondhand luxury, Sustainability, Transformative Luxury Research",

author = "Daria Batamirova and Alkis Thrassou",

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Batamirova, D & Thrassou, A 2025, The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers. in Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business. Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business, vol. Part F1041, Palgrave Macmillan, pp. 33-64. https://doi.org/10.1007/978-3-031-96680-4_2

The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers. / Batamirova, Daria; Thrassou, Alkis.
Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business. Palgrave Macmillan, 2025. p. 33-64 (Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business; Vol. Part F1041).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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T1 - The Impact of Generation Z on the Luxury Market

T2 - Rethinking the Status and Values of Luxury for the New Generation of Consumers

AU - Batamirova, Daria

AU - Thrassou, Alkis

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PY - 2025

Y1 - 2025

N2 - This research explores Generation Z’s (Gen Z) transformative impact on the luxury market, examining their values, behaviors, and preferences that redefine traditional luxury. Using a Systematic Literature Review (SLR) and Critical Discourse Analysis (CDA), it synthesizes insights from academic and industry sources, identifying themes such as sustainability, digital engagement, and identity-driven consumption. CDA reveals how media and industry narratives frame Gen Z as disruptors, emphasizing sustainability, inclusivity, digitalization, and experiential consumption. The study highlights how luxury brands must innovate through strategies like digital influencers, augmented reality, ethical branding as well as meaningful and relatable communication to align with Gen Z’s values. Combining systematic analysis of academic and business sources with CDA of industry discourse, this research offers actionable recommendations for luxury brands to remain relevant in a rapidly evolving market.

AB - This research explores Generation Z’s (Gen Z) transformative impact on the luxury market, examining their values, behaviors, and preferences that redefine traditional luxury. Using a Systematic Literature Review (SLR) and Critical Discourse Analysis (CDA), it synthesizes insights from academic and industry sources, identifying themes such as sustainability, digital engagement, and identity-driven consumption. CDA reveals how media and industry narratives frame Gen Z as disruptors, emphasizing sustainability, inclusivity, digitalization, and experiential consumption. The study highlights how luxury brands must innovate through strategies like digital influencers, augmented reality, ethical branding as well as meaningful and relatable communication to align with Gen Z’s values. Combining systematic analysis of academic and business sources with CDA of industry discourse, this research offers actionable recommendations for luxury brands to remain relevant in a rapidly evolving market.

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KW - Digitalization

KW - Experiential consumption

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KW - Generation Z

KW - Luxury consumption

KW - Luxury market

KW - Luxury market trends

KW - Narratives

KW - Secondhand luxury

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M3 - Chapter

AN - SCOPUS:105026735949

T3 - Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business

SP - 33

EP - 64

BT - Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business

PB - Palgrave Macmillan

ER -

Batamirova D, Thrassou A. The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers. In Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business. Palgrave Macmillan. 2025. p. 33-64. (Palgrave Studies in Cross-Disciplinary Business Research, In Association with EuroMed Academy of Business). doi: 10.1007/978-3-031-96680-4_2

The Impact of Generation Z on the Luxury Market: Rethinking the Status and Values of Luxury for the New Generation of Consumers

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