HomeAbstract of 12th-iachssPsychological Drivers of Generation Z’s Luxury Fashion Consumption: The Roles of Social Influence, Individuality, and Visual Branding

Psychological Drivers of Generation Z’s Luxury Fashion Consumption: The Roles of Social Influence, Individuality, and Visual Branding

  • Apr 20, 2026
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Abstract Book of the 12th International Academic Conference on Humanities and Social Sciences

Year: 2026

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Psychological Drivers of Generation Z’s Luxury Fashion Consumption: The Roles of Social Influence, Individuality, and Visual Branding

Tsui Yuen Ho Jason

ABSTRACT:

Global disruptions such as the COVID-19 pandemic, economic strain, and geopolitical tensions have significantly impacted the luxury fashion market, with a notable decline of 50 million consumers between 2022 and 2024. Amid these shifts, Generation Z (Gen-Z) has emerged as a key demographic shaping the industry’s future. This study examines the psychological factors influencing Gen-Z’s purchasing attitudes toward luxury fashion, focusing on the bandwagon effect, need for uniqueness, and visual design elements. Drawing on seven peer-reviewed studies in consumer psychology and marketing, the paper explores how social conformity, individuality, and brand aesthetics interact to drive purchasing decisions. The findings reveal that the bandwagon effect, amplified by social media and influencer culture, fosters trend adoption through emotional and hedonic appeal. Conversely, the need for uniqueness motivates Gen-Z to seek brands that reflect personal identity and authenticity, with preferences for minimalist designs and quiet luxury. Additionally, visual elements—particularly logos and color schemes—play a critical role in shaping perceptions of value and exclusivity, with logo complexity influencing engagement and purchase intentions. These insights suggest that luxury brands aiming to capture Gen-Z’s loyalty should integrate strategies that balance social validation with opportunities for individual expression. As Gen-Z is projected to comprise one-third of global luxury consumers by 2030, understanding these psychological drivers is essential for sustaining relevance and market growth in an evolving cultural landscape.

Keywords: Generation Z, Luxury Fashion, Consumer Behavior