Business Commons^™

An Insider Scope Of The Present Relationship Between Generation Z And Luxury Brands: Producing And Executing Creative Display Advertisements For Five Luxury Brands, Amrita Deonanan

Honors College Theses

This paper takes a deeper look into Generation Z’s current relationship with luxury brands to gain a better understanding of how to successfully advertise and gain the loyalty of this cohort long-term. By exploring the psychographics of Generation Z consumers and gaining a feel for their lifestyles, shopping habits, and purchase behavior, digital advertisements were developed for five luxury brands to appeal to these consumers through working with graphic design elements that will lure Generation Z consumers to purchase from these brands. In order for Generation Z consumers to identify with the luxury brands illustrated in the digital advertisements, fundamentals …