Communication strategies of luxury brands targeting younger customer segments

Luxury brands are undergoing a profound cultural and structural transformation driven by generational change and the evolution of the media environment. The aim of this thesis was to analyze the communication strategies of luxury brands in relation to the expectations and preferences of Generation Z and late Millennials, and to propose recommendations for their optimization to better align with the values of these generations and to resonate more effectively with them. The research combined qualitative methods (in-depth interviews, focus groups) and quantitative approaches (survey research) focused on the value orientations and purchasing behavior of young consumers. The findings show that young consumers perceive luxury primarily through authenticity, aesthetic quality, and craftsmanship, while the traditional emphasis on social status is becoming less significant. Brand loyalty is conditioned by emotional identification, value alignment, and transparent communication. Effective communication strategies combine visually strong content, participatory engagement formats, and storytelling rooted in cultural relevance. Trust is built through tangible proof of sustainability and ethical practices. The recommendations include redefining exclusivity through cultural distinctiveness, emphasizing transparent and verifiable sustainability, supporting user-generated content, investing in short-form video content, and integrating personalization as a new expression of luxury.