TikTok underconsumption trend and how it impacts luxury brands. ##

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Underconsumption-core is a subculture that embraces minimalism and rejects the idea of constant consumption. It’s not about deprivation, but about conscious and intentional choices. It’s about finding joy in the simple things and appreciating the value of experiences over material possessions. This trend is gaining traction on TikTok, where users are sharing their minimalist lifestyles and advocating for a more mindful approach to consumption.

This decline in sales was attributed to a number of factors, including the economic slowdown in China, the ongoing war in Ukraine, and the impact of COVID-19. The luxury goods sector is facing a challenging environment, with rising inflation and interest rates, which are impacting consumer spending. The luxury goods sector is also facing a shift in consumer preferences, with younger generations increasingly seeking experiences over material possessions.

This passage discusses the resurgence of vintage and pre-owned luxury goods, particularly designer bags, among Gen Z. It highlights the shift from the “rebellious” grunge aesthetic of the late 90s to a more sustainable and conscious approach to fashion. **Detailed Text:**

The allure of vintage and pre-owned luxury goods, particularly designer bags, is experiencing a surge among Gen Z.

This strategy, known as “liquidation,” is a classic tactic used by retailers to clear out unsold items. The luxury sector, however, is taking a more nuanced approach to liquidation. Instead of simply slashing prices, they are strategically positioning these discounted items as “pre-loved” or “vintage” to enhance their desirability and appeal to a new generation of luxury consumers. This shift in strategy reflects a broader trend in the luxury market, where sustainability and conscious consumption are becoming increasingly important. Consumers are becoming more discerning and are seeking out brands that align with their values.

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