Can Luxury Brands Utilize Memes to Appeal to Gen Z?

In today’s digital age, the way national brands engage with consumers on social media has evolved. With people becoming disillusioned by brands attempting to be overly familiar, there is a growing challenge for brands to adjust their tone and remain relevant. This challenge is especially evident in the luxury fashion sector, where brands must appeal to a Gen-Z audience on platforms like TikTok while maintaining their traditional authority and seriousness.

Daisy Alioto, CEO of Dirt Media, highlights how luxury fashion brands have always adapted to reach new markets, including connecting with the next generation of consumers before they have significant purchasing power. Some brands have successfully navigated this balance between tradition and modernity, such as Marc Jacobs and Loewe. For instance, Marc Jacobs collaborated with the TikTok account Sylvanian Drama to create a humorous video featuring Calico Critters in soap opera-like scenarios, showcasing a willingness to explore experimental content that resonates with Gen-Z.

In addition, Marc Jacobs capitalized on the viral success of a video featuring a couple dancing to the Tinashe song “Nasty” by having the couple recreate the video for the brand. This demonstrates the brand’s ability to stay current and engage with younger consumers on platforms like TikTok. On the other hand, Loewe has embraced niche internet trends like the “is it cake?” challenge to interact with users. By involving guests in the “passing the phone” challenge prior to the 2024 Met Gala, Loewe has shown a willingness to embrace memes and online trends to connect with a younger audience.

Despite their traditional image, luxury brands like Marc Jacobs and Loewe have shown a willingness to adapt to the rapidly changing landscape of social media and engage with younger consumers. Through collaborations with experimental creators, leveraging viral trends, and embracing internet challenges, these brands have captured the attention and loyalty of the Gen-Z audience. This shift towards a more modern and relatable social media presence has allowed luxury brands to stay relevant and connect with a new generation of consumers.

By implementing innovative social media strategies, brands like Marc Jacobs and Loewe have not only maintained their authority and seriousness but have also established authentic and engaging connections with younger consumers. Embracing trends, working with creators, and participating in challenges have enabled luxury brands to stay relevant in an ever-evolving digital world. This transition to a more modern and accessible brand image has enabled these labels to tap into new markets and connect with the consumers of tomorrow in a meaningful way.