Luxury brands’ big challenge

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Figuring out Gen Z

Miu Miu bag charms are displayed at their store on Fifth Avenue in New York City, September 9, 2025. REUTERS/Sami Marshak

Fleur Arbel and Christophe Kairouz, both from France, were lured into Louis Vuitton's New York flagship recently by a colorful sculpture of a monogrammed giraffe and ostrich above the store's entrance.

But the two 24-year-olds are more likely to spend their shopping dollars elsewhere, as Louis Vuitton's heavy logos and styles strike them as passé.

Arbel and Kairouz are a tiny fraction of the Gen Z cohort born between 1998 and 2012: the luxury industry's new frontier. Executives, consultants, and analysts say this generation is harder to pin down than their predecessors.

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