My initial question I asked when creating my capstone was, "What are the contributing factors that make a brand luxury, and what are the most effective marketing strategies used to achieve this?” I wanted to focus on changing target audiences such as Generation Z and how brands have changed their marketing and communications strategies to appeal to and target these younger consumers.

My goal throughout the creation of this capstone was to evaluate which strategies are most effective when marketing to Gen Z consumers.

• What are the main factors that are causing Gen Z to purchase from luxury brands?

• What marketing and communication tactics are most effective when communicating with Gen Z?