Gen-Z doesn’t regard luxury in terms of brands, but unique items that express individuality.

How Gen-Z and millennial are shaping the future of US retail’ is a podcast by McKinsey that talks, community, differentiated product and brand authenticity. Take a deep dive into the detail to get a view on the future, from always-on purchasing habits to the transparency consumers desire.
www.mckinsey.com/industries/retail/our-insights/how-gen-z-and-millennials-are-shaping-the-future-of-us-retail