{"id":142608,"date":"2024-06-07T12:18:29","date_gmt":"2024-06-07T10:18:29","guid":{"rendered":"https:\/\/luxus-plus.com\/launchmetrics-limpact-de-la-gen-z-sur-les-strategies-de-marques\/"},"modified":"2024-06-07T12:43:18","modified_gmt":"2024-06-07T10:43:18","slug":"launchmetrics-the-impact-of-gen-z-on-brand-strategies","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/launchmetrics-the-impact-of-gen-z-on-brand-strategies\/","title":{"rendered":"Launchmetrics: the impact of Gen Z on brand strategies "},"content":{"rendered":"

In a new report, the brand performance agency Launchmetrics analyzes<\/span> the popularity of brands among Generation Z as well as the interest of spokespersons in driving consumer engagement.<\/h4>\n

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The group known as Gen Z<\/strong> (Generation Z), encompassing the population born between 1997 and 2010<\/strong>, is constantly pushing brands to rethink their marketing approach. More conscious in their consumption, seeking meaning and authenticity, this generation demands that companies adapt to their values and concerns.<\/p>\n

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The brand performance agency Launchmetrics<\/strong> has just released a new study dedicated to deciphering this target group and its impact on the marketing strategies adopted by fashion houses.<\/p>\n

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Between 2020 and 2023, the top 20 luxury brands experienced an average growth in media impact value (MIV) of 69%<\/strong>. This metric assigns a monetary value to publications and interactions related to a brand, news, or personality. In this ranking, Dior, Chanel, Louis Vuitton, and Gucci<\/strong> maintain their positions in the top 5 compared to the 2020 data. Notably, Prada<\/strong> surpassed Saint Laurent<\/strong> by moving into the fifth position.<\/p>\n

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\u00a9 Launchmetrics<\/figcaption><\/figure>\n

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Dior continues to lead with a +73% MIV<\/strong>. One of the most remarkable performances is by the Spanish brand Loewe<\/strong>. It saw the highest growth since the pandemic (+168%), going from being absent in the 2020 ranking to 13th place in 2023. This success can be attributed to the bold designs created by the creative director JW Anderson<\/strong>, which have consistently been shared on social media. According to Launchmetrics, these successes are largely due to the ability of these brands to engage with Generation Z. This highly connected generation tends to follow brands closely that share their values and tastes.<\/p>\n

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A post shared by LOEWE (@loewe)<\/a><\/p>\n<\/div>\n<\/blockquote>\n