How Gen Z Is Reshaping the Global Luxury Market

Luxury used to be about exclusivity, tradition, and status. It was something people admired from a distance, often passed down through generations. But that’s changing fast.

A new generation—Gen Z—is challenging what luxury means. And they’re not turning away from it. Instead, they’re rewriting the rules.

At Martlenz, we’ve been studying how different generations are changing the way people think about luxury. Through our work across Asia, the Middle East, and Europe, we’ve seen a clear pattern: Gen Z still wants luxury—but on their own terms.

What Gen Z Wants (and Expects)

Gen Z includes people born between 1997 and 2012. They grew up with smartphones, social media, and constant access to information. They also grew up in a world facing serious issues—like climate change, social inequality, and economic uncertainty. So it’s no surprise that their idea of luxury is very different from older generations.

For Gen Z, luxury needs to feel meaningful. It’s not just about logos or price—it’s about values, identity, and experience.

They expect brands to care about things like sustainability, ethical practices, and diversity. These aren’t “nice to have” features—they’re the baseline. If a brand isn’t doing these things, Gen Z will notice and walk away.

They also interact with brands differently. Discovery happens through TikTok, Instagram, and YouTube. They don’t wait for fashion weeks or printed ads—they follow creators and communities online. And when they buy something, they want more than just a product. They want a story. They want to feel part of something.

We’ve seen this shift not only through conversations and cultural trends, but in real data—tracking how Gen Z actually shops, talks, and reacts to luxury across global markets.

Insights from Around the World

Let’s take a global view. From our research at Martlenz, we’ve seen this play out in different ways:

In China and Southeast Asia, Gen Z luxury spend is growing fast, driven by rising incomes and major influence from pop culture. Digital shopping experiences and social commerce are leading the way here.	In the Middle East, luxury is getting a tech makeover. Gen Z buyers want personalization, tech-enabled exclusivity, and yes—even smart fashion that blends heritage with digital savvy.	In Europe and the U.S., Gen Z is breathing new life into the resale market. Second hand luxury? Absolutely. It’s not about being cheap—it’s about being smart, sustainable, and a little rebellious.

What’s fascinating is that their influence doesn’t stop with their own age group. Millennials (who once defined the "new luxury") are following Gen Z’s lead, adopting similar values and digital behaviors.

Is Your Brand Still Playing Catch-Up?

For brands, all of this means one thing: you can’t approach Gen Z like past generations. They’re not interested in outdated ideas of luxury. They’re looking for relevance, honesty, and connection.

To stay relevant, luxury brands will need to do a few things differently:

At Martlenz, we’ve been helping brands respond to this shift—by identifying emerging behaviors, analyzing what’s driving them, and building strategies that meet Gen Z where they are.

Final Thoughts (and a Quick Reality Check)

This isn’t a trend. It’s a deep, long-term change in how luxury is being defined and consumed. Gen Z is shaping the future—and they’re doing it now.

Whether you’re a legacy brand trying to stay ahead or a new label looking to grow, understanding this shift is essential. Because in 2025 and beyond, data and culture are deeply connected, and consumers will only follow brands that truly get it.

Want to Learn More?

At Martlenz, we’re working closely with global and regional brands to make sense of this transformation. From tracking Gen Z shopping habits to helping brands rethink their identity, we turn insights into action.

If you’re curious about how these trends are playing out in your market—or wondering how your brand can evolve with Gen Z—we’d love to connect.

Connect with Martlenz to explore how our insights and market intelligence can help your brand stay relevant in a rapidly evolving luxury landscape.

Reach out to us today!

About Us:

MartLenz Knowledge Services is a global B2B market research firm specializing in customized data-collection and insight-driven strategies. With offices in the US, India and Singapore, we empower businesses worldwide by combining technology with modern research methodologies, such as our hybrid screenshare interview methodology.

MartLenz has recently been featured as a Quirk’s Media Top 24 B2B Research Company and is consistently ranked as a top 10 B2B market research firm in the APAC region by Asia Business Outlook.  MartLenz is redefining the ideal measure of quality and trust in B2B market research through sample precision, tech innovations, and dedication to quality. From qualitative to quantitative research, we will deliver the highest form of data quality to ensure your you make smart decisions. Our vast expertise and insights cover various industries such as Retail/Consumer Goods, Finance, Technology, Automotive, Media & Entertainment, Professional Services, etc. If you are looking for 100% verified respondents look no further than MartLenz Knowledge Services. Email: Bids@martlenz.com