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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?