Accustomed to rapid service and easily accessible products, Gen Yers and Zers are causing the luxury industry to bend to their e-commerce expectations. What do they want out of a high-end shopping experience? And how are haute couture brands grabbing the attention of these digital natives?

Contrary to the common narrative that assumes young shoppers are migrating online and driving the so-called ‘Retail Apocolyspe,' research suggests Gen Zers actually prefer the experience of shopping in brick-and mortar stores over browsing on e-commerce platforms.

The GOAT resale app is expanding thanks to $100 million of investment from sportswear retailer, Footlocker. Secondary resellers are booming right now, as they make it much easier for people to track down rare or exclusive items, without committing to a subculture or specialist sellers.

As the digital and physical worlds of fashion continue to fuse, the industry is innovating to offer engaging, immersive experiences. With people's interest in sustainability and technology rising, retail spaces and campaigns are turning virtual – meaning the emperor’s new clothes just got real.