

Why Gen Z Isn’t Buying Luxury’s Story
40 snips Sep 24, 2025
Leigh Takanashi, a savvy reporter known for her insights on luxury consumption, joins Jessica Kwan, a Gen Z editorial apprentice with firsthand shopping experiences. They delve into how Gen Z challenges luxury brands, valuing resale and transparency over traditional price tags. Jessica shares her preference for thrifted finds, while Leigh highlights a growing skepticism towards luxury narratives. The duo discusses how brands must adapt to Gen Z's demand for authenticity and value, emphasizing the need for transparency and genuine connection.
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Gen Z Favours Pre-Owned Over Full Price
- Gen Z prefers resale and vintage and often avoids full-price luxury purchases.
- Bain data shows pre-owned luxury sales outpaced new luxury last year, signaling a generational shift.
Personal Closet Full Of Secondhand Labels
- Jessica says she buys vintage and resale but rarely shops retail luxury.
- She admits her closet has designer labels, but nearly everything came secondhand.
Research Kills Price Mystique
- Gen Z researches product construction and questions whether high prices match materials.
- Savvy shoppers look up what bags are made of and compare alternatives before buying.