Authenticity as a new luxury: this is what young consumers want

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“This is the result of several convergent factors. Meanwhile, The resumption of tourism after the pandemic, attractive exchange rates and the growing importance of emotional consumption. Meanwhile, European luxury has become more accessible”estimates Rafal Drzewiecki. Similarly, national director of Tiktok for Central Europe, in an interview with Euronews.

According to him, generational change plays a key role. Nevertheless, New luxury consumers no longer buy for prestige, but for themselves. For example, This is evidenced by the popularity of the hashtag #selfgiftingwhich has increased 110 % on Tiktok just in recent times.

“We are witnessing an explosion of content in which users celebrate their own achievements – buying a gift. Meanwhile, It is not a question of demonstrating its status, but of having fun, satisfying and authenticity new luxury: this what expressing themselves”Ajoute Rafal Drzewiecki.

Polish luxury to conquer the world – Authenticity new luxury: this what

In this context, Poland displays impressive results. Moreover, The national luxury products market experienced 24 % in annual sliding in 2023, which is significantly higher than the European average. However, The segments that know the fastest growth are beauty, fashion and accessories.

It is not only the world brands that have taken advantage of the wave of interest in luxury. However, but also the Polish brands of character. Consequently, Tiktok has a lot to do with it. An example? Inglot, a well -known cosmetics brand from Przemy.mir, which has won a new world audience thanks to its presence on the platform.

“Brands like Inglot. Chylak show that a well -told story and authenticity make it possible to reach an international audience. On Tiktok today, they build communities around values, aesthetics and daily rituals” Commente Rafal Drzewiecki.

In user content – authenticity new luxury: this what tutorials “get ready with me” (“Prepare with me”). Inglot products appear on the screens of São Paulo smartphones in Seoul. Aesthetics 9:16 has become a natural environment for luxury.

Luxury without glitter – Authenticity new luxury: this what

The new generation expects more than perfect photos. What matters is authenticity. High -end brand campaigns gain popularity when they are real. surprisingly daily – like Burberry’s clip showing the actors of The Crown making tea.

“It works because it is human. Today, the consumer does not want advertising, he wants relationships”Explique Rafal Drzewiecki.

This is also what emerges from the data. No less than 89 % of users say they trust the opinion of influencers more than conventional advertising. One in four user refrains from making a purchase as long as he has not seen the product of. his favorite creator.

On the other hand. 60 % of Polish Tiktok users admit to having bought something under authenticity new luxury: this what the influence of the content of the platform.

Tiktok pushed me to buy

The trend #Tiktokmademebuyit has already accumulated more than 18.5 million videos. It is not a joke, but a conversion path. Today, luxury is not the result of a marketing strategy – it is an emotion, a moment, an aesthetic.

“If a product is beautiful. tells a story and resonates with the identity of the spectator, the purchasing decision is taken almost immediately”Note Rafal Drzewiecki.

The luxury of tomorrow is a brand that listens

Does luxury have a future? Only if it becomes closer, more empathetic and ready to speak.

“The new generation expects brands of authenticity, and not from perfection. It wants relationships, social commitment, shared values. Today, luxury begins in a world that is not like a catalog”conclut M. Drzewiecki.

In a world where the 9:16 format reigns supreme. where the user’s voice is as important authenticity new luxury: this what as the brand’s discourse, luxury is no longer an exclusive privilege. It becomes a personal choice, full of emotion, experience and aesthetics. It all starts with a simple scrolling of the screen.