But now it appears that some luxury brands have forgotten that aim. Dukas/Getty ImagesRay of Buttermilk said that some luxury brands have been hesitant to explore collaborations as a means of engaging Gen Z consumers because they fear losing their luxury allure. The future is vintageLuxury players might be kicking themselves for alienating Gen Z consumers, but Gen Zers never forgot about luxury. But secondhand's success isn't bad news for primary luxury brands, Escribano said. Bar certain luxury products like Hermès Birkins handbags, secondhand luxury is by and large cheaper and retains a level of exclusivity, she said.

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Persons: Bain, Louis Vuitton, Z, Gen Z, There's, Claudia D'Arpizio, Blanca Zugaza Escribano, Gen, D'Arpizio, LVMH, Prada, Sabrina Carpenter, Marleen Moise, Getty, Jamie Ray, Escribano, Gen Z's, Thomaï, They've, Gen Zers, Z's Organizations: Louis, Prada, Bain & Company, Industry, Bain, Business, NYU's Stern School, Gen Locations: Hermès