For Gen Z, quiet luxury is dead—they're packing lunch at home while shelling out on conspicuous consumption.

The article examines the evolution of consumer behavior among younger shoppers, particularly Gen Z, in relation to the concept of "conspicuous consumption" originally described by economist Thorstein Veblen. It highlights a shift where younger consumers are prioritizing statement pieces over daily indulgences, as evidenced by brands like Coach attracting a significant portion of their customer base from Gen Z. The article notes that social media, particularly platforms like TikTok and Instagram, plays a crucial role in shaping fashion trends and purchasing decisions, with many young consumers influenced by online personalities rather than traditional brand loyalty. Additionally, it discusses the phenomenon of "affordable opulence," where younger individuals seek to display taste and style through creative reuse rather than sheer spending power. [Extracted from the article]