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Generation Z 'supervised' by luxury brands - Lifestyle

2021-03-09T09:01:23.400Z


(HANDLE) They don't go online, they live online. And they shop online so much that they are specially supervised by luxury brands , despite being little more than teenagers. We are talking about the richest slice of Generation Z in the world, that of those born between 1998 and 2016. Generation Z is made up of over 30% of the world population and about 22% in China. Here the most spenders. 13% of Chinese y


They don't go online, they live online.

And they shop online so much that they are

specially supervised by luxury brands

, despite being little more than teenagers.

We are talking about the richest slice of

Generation Z

in the world, that of those born between 1998 and 2016. Generation Z is made up of over 30% of the world population and about 22% in China.

Here the most spenders.

13% of Chinese young people use family money, attracted above all by luxury.

Even 10% of their Brazilian peers, 8% of Turks, 5% of Polish children and 5% of our young people and teenagers spend their money (earned or received as pocket money from parents, guardians or relatives).

More thrifty than the young French and Germans (4%) and 3% of the Americans and the British.


Identified as children without borders, inclined to be the most global of all, in love with human rights and the environment, masterful users of social media and skilled in manipulating them (they have more social profiles than all, including at least one 'finsta' or a fake instagram profile and a 'rinsta' that is the main profile, more sober and controlled) they are said to be shrewd in shopping but some of them like luxury.

In general, they are more cautious and prudent in their choices than the generation that preceded them, the Millennials, but the richest part like to be spendthrift, according to a recent focus by the London-based OC&C Strategy consultants entirely dedicated to them.


"Generation Z is often labeled as the more homely and the situation has amplified with the advent of the pandemic. They are connected for a long time in streaming and in their communities. They socialize less with the outside world but that does not mean that they do not spend," explain the British analysts.

It is online that they are informed by following the indications of influencers, friends, celebrities and bloggers, as well as looking for information on products or services by chatting directly with the producers.


Thus, the spending of Chinese families for their adolescent or adult children (often only children) is the highest in the world, so much so that they are the most courted by luxury brands.

Less likely to save than their peers, they go shopping carefree and empty their wallets every month, reads the OC&C Strategy report.


The rising spendthrift attitude in this generation is also reported by Vogue-Business which also reads that

the luxury goods market this year is destined to grow by 48% in China

also due to the pandemic whose control seems to have been successful in the country. of the Dragon.

Among the most coveted brands among kids, in descending order of preferences, Dior, Armani, Chanel, the Hong Kong jewelry brand Chow Tai Fook, Saint Laurent, Givenchy, Swarowski, Chow Sang Sang, Gucci and Hermes.

Source: ansa

All life articles on 2021-03-09

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