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The risk of Generation Z: let’s talk about fashion’s obsession with teen-endorsed Snapchat campaigns

BrookylnBechham

There’s a shift happening with social media campaigns from luxury fashion brands of late – they’re increasingly skewing younger. In a bid to drive engagement with Generation Z (those born beginning in the late ‘90s to early-2000s), they’re turning to platforms like Snapchat and influencers ranging from Kendall Jenner to Brooklyn Beckham.

The aim is to seem “cool” (NB: not a Gen-Z word) and to resonate with those in their teenage years.

Head on over to Forbes where I talk about why such moves – including the new Burberry campaign shot by 16-year-old Brooklyn – are at risk of damaging the relationships mass luxury brands built up with “older” digital Millennials on social media initially.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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