Luxury brands are adapting their marketing strategies to appeal to Gen Z by incorporating a more inclusive and cohesive approach to their campaigns. In the past, fashion brands often used provocative or risqué images to sell their products, but this trend has changed significantly in recent years. Instead of focusing solely on physical attraction, brands like Jacquemus, Paco Rabanne, and Dolce & Gabbana are now showcasing couples from diverse backgrounds engaging in acts of affection in their campaigns.
Jacquemus, for example, has embraced the theme of love in their recent Spring/Summer 2021 collection. Through their campaign, the brand aims to promote peaceful resistance against hate, homophobia, racism, violence, and discrimination, with a specific focus on love. The campaign features couples kissing, cuddling, and engaging in sensual embraces, all while dressed in Jacquemus apparel.
Simon Porte Jacquemus, the creative mind behind the brand, is known for his romantic nature and often shares personal aspects of his life on social media. This genuine and personal approach resonates with consumers, as it creates a stronger emotional connection to the brand.
Other luxury brands, such as Moschino, Audemars Piguet, and Louis Vuitton, are also featured in this week’s BLSTK Replay. Moschino stands out with its quirky campaign, Audemars Piguet showcases their attention to detail in watchmaking, and Louis Vuitton presents its latest campaign.
As culture and societal norms continue to evolve, luxury brands recognize the importance of reflecting these changes in their marketing strategies. By embracing inclusivity, love, and personal connections, luxury brands are able to engage with Gen Z and adapt to the shifting landscape of consumer preferences.
To read more about this topic, check out these relevant articles:
1. Luxury Brands and Millennials: How to Attract and Engage the Next Generation
2. Gen Z: The Future of the Fashion Industry
