Advances in Consumer Research
Issue 4 : 793-801
Original Article
The Changing Perception of Luxury in Fashion Among Millennials and GenZ in Mumbai
 ,
 ,
 ,
 ,
 ,
 ,
1
Assistant Professor, General Management, Anil Surendra Modi School of Commerce, NMIMS, Mumbai, India.
2
B.SC. Finance Student, Anil Surendra Modi School of Commerce, NMIMS, Mumbai, India.
Abstract

The traditional characteristics of luxury fashion, which include exclusivity and high quality alongside status, are changing because of shifting consumer preferences among Millennials and Gen Z. This study investigates how these generations define luxury, the role of social media in shaping their perceptions, and the importance of sustainability and ethical practices in shaping their perceptions. A descriptive research design has been used in the study and primary data was gathered using survey method from 200 participants (100 Millennials and 100 Gen Z) via a structured online questionnaire. Non-probability quota sampling was utilized for the selection of the samples for the study. Descriptive statistics, the Shapiro-Wilk test for normality, and the Mann-Whitney U test for group comparison were used to analyze the data. The research shows that Gen Z values price, personalization, status and prestige, investment potential and influencer endorsements more than Millennials but both generations perceive brand reputation, exclusivity, quality and craftsmanship, social media factors and sustainable practices similarly. The study suggests luxury brands should adopt sustainability, exclusivity and social media engagement to stay relevant in the rapidly changing market because conscious consumerism is transforming the industry.

Keywords
Recommended Articles
Research Article
The Influence of Social Commerce Features on Impulse Purchases: Evidence from Emerging Markets
...
Published: 28/10/2025
Research Article
Impact of Violent and Crime-Based Movies on Consumer Attitudes Toward Home Security Products
...
Published: 30/09/2025
Research Article
A Comprehensive Review of Theoretical Models and Investor Behavioural Intentions Toward Digital Platform Adoption in Bengaluru's Fintech Sector
Published: 28/10/2025
Research Article
Impact of Resort-Based Marketing Stimuli on the Engagement of Customers: An Empirical Investigation of Tourists' Response in North Karnataka
...
Published: 28/10/2025
Loading Image...
Volume 2, Issue 4
Citations
444 Views
292 Downloads
Share this article
© Copyright Advances in Consumer Research