Products are important but also the experience of the purchase.
The new generations seek a shopping experience in which the product is only the beginning. The Z generation has completely changed their consumption habits and their lifestyle, which is why this has forced brands to change their strategies, brands must focus their products on people. Make the sale an experience and not a simple acquisition.
Online sales is essential, because it is a seamless experience: buy what you want, from your sofa and return if you want, but physical stores will change too, you have to make less and smaller, but better.
Gucci is the best example of change, as it has been able to adapt perfectly to what this new target demands. It not only sells clothes or bags but also creates experiences and interacts with social networks. The most visited websites by the new generations (between 18 and 34 years old) so far in 2017, are Gucci, Michael Kors, Louis Vuitton, Burberry and Chanel.
This year the most demanded brands by young people are Supreme, Off-White and Vita Kin; the best known are Gucci and Yeezy, Kanye West; those that grow more Vetements, Balenciaga and JW Anderson; and the aspirational Chanel, Hermès and Louis Vuitton.