What marketing approach does LVMH leverage to appeal to Gen Z?

LVMH effectively targets Gen Z by utilizing social media influencers and emphasizing sustainability messaging. This demographic is known for its value-driven consumer habits, often gravitating towards brands that align with their ideals and lifestyles. By collaborating with social media influencers, LVMH can create authentic connections and reach Gen Z where they spend a significant amount of their time—on platforms like Instagram, TikTok, and Snapchat.

Moreover, sustainability messaging resonates strongly with Gen Z, who shows a strong commitment to environmental issues and ethical practices. LVMH recognizes this trend and incorporates messaging that reflects its commitment to sustainability, enhancing its appeal to young consumers who prioritize responsible consumption.

In contrast, traditional advertising campaigns may not engage Gen Z as effectively, as this generation favors content that feels more personal and relatable rather than broadcasted. While high-profile celebrity endorsements remain a part of the marketing mix, they may not carry the same weight with Gen Z compared to genuine influencer collaborations. Exclusive in-store events can be appealing, but they may not reach the broader audience that LVMH needs to engage with this demographic effectively.