To target Gen Z, premium brands must learn the new codes of luxury. Gone are the days when high price tags equated to quality. Today's youth evaluate everything—brands included—through a lens of lateral comparison and authenticity.
Design for permanence: Gen Z values durability over fleeting trends. Brands like Stanley have redesigned everyday items, such as their cups, to last longer than expected. Loewe’s ceramic candle holders are another example, where the vessel outlasts the product by design.
A brand must speak the specific language of its audience. Cultural authority comes from depth rather than breadth. Indian chocolate brand Subko and sneaker company Gully Labs exemplify this approach: their products resonate deeply within local cultures, earning a sense of being seen over targeted marketing.
The encounter is key in modern branding. Products must justify themselves socially, not just in terms of functionality. Rhode’s phone case and 818 Tequila’s miniature keychain bottle illustrate how brands should design for the moment when their products are seen by others, turning everyday interactions into marketing opportunities.
Finally, premium brands need to embrace restraint and transparency. The Ordinary skincare line provides a straightforward approach by naming active ingredients without elaborate narratives. In contrast, Drunk Elephant defines itself through what it removes rather than what it adds, achieving radical clarity with personality.
