Effects of Influencer Marketing on Luxury Fashion and the Purchasing Behaviour of Generation Z

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DOI:

https://doi.org/10.62161/revvisual.v17.6121

Keywords:

Influencer marketing, Fashion, Luxury industry, Content creators, Purchasing behaviors, Generation Z, Influencers

Abstract

This study aims to analyse how luxury fashion brands are adapting their digital communication to the new demands arising from generation Z, and more specifically, how they are implementing influencer marketing in their communication strategies and the effect this has on the behaviour of generation Z consumers. Based on methodological triangulation, a survey of a sample of consumers, interviews with luxury fashion industry experts and a content analysis applied to the publications of luxury fashion influencers and a selection of luxury brands have been implemented. The results provide a comprehensive view of the main challenges faced by companies in this sector, what strategies they are implementing, with special emphasis on influencer marketing, and what actions should be taken to connect with the Generation Z audience.

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Published

2025-12-22

How to Cite

Marín Dueñas, P. P., Gómez Carmona, D., & Cano Tenorio, R. (2025). Effects of Influencer Marketing on Luxury Fashion and the Purchasing Behaviour of Generation Z. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 17(8), 91–102. https://doi.org/10.62161/revvisual.v17.6121

Issue

Vol. 17 No. 8 (2025)

Section

Research articles

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