Who Influences The Influencers?

By 2026, 61 percent of the world’s luxury consumers will either be millennials or members of Generation Z. In order to better understand the behavior of this new majority of consumers, Highsnobiety and Boston Consulting Group teamed up on a new white paper ‘Culture, Culture, Culture’, a deep dive that quantifies what matters most to the new fashion and luxury consumer. We focused on two cohorts: traditional fashion and luxury consumers from Gen Z to Gen X, and an emerging group we call “Cultural Pioneers.” We surveyed 7,000 luxury shoppers, as well as 1,900 members of Highsnobiety’s audience serving as a proxy for the Cultural Pioneer: The top 1-2 percent figures in the new luxury landscape, who, despite being highly influential, do not fit the mold of an influencer. Read more at Highsnobiety.