Younger shoppers care more about self-expression and social media trends. They're also seemingly more keen on environmentalism, a term that doesn't sit well with fur-loving luxury brands or the association of luxury with excess. Some brands are redefining luxury by broadening their product offerings - Gucci recently launched a big one with Adidas. Others are using patterns and styles that transcend seasons to build their brand's identity. Prada, Chanel and lots of others all have initiatives in this area. The big luxury brands are slowly trying to lead by example and appeal to increasing activist consumers.