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  • Even luxury fashion is speeding up to meet today’s demand
  • Even luxury fashion is speeding up to meet today’s demand
    Moschino (2014) ©
CASE STUDY

Moschino Barbie collection: it’s chic to be cheeky

In the US, there are 11.8 million Gen Yers living in households with six-figure incomes, and many want to treat themselves to luxury items. For a market filled with these tech-savvy and social media-driven shoppers, instant gratification is crucial. But how are brands getting this group to splurge?

Location North America / Northern Europe

Scope
“Doing fashion today is like being a race-car driver,” says Karl Lagerfeld. “We have to fit in to our times.” [1] And it’s true that even luxury fashion has succumbed to the speed of the digital age. You can customise and buy your own bespoke Burberry trench from the comfort of your sofa for £1,100 upwards, or share a selfie from the inside of a Chanel changing room via built-in iPads. [2]

And luxury consumers don’t want to have to wait to buy, either. Thanks to social media, more people than ever ...

Canvas8

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