https://www.scmp.com/rss/505997/feed Eva Langer is the Generation Z luxury trend expert and advisor at the luxury, lifestyle and consumer brand strategy firm Équité. An avid observer of emerging trends worldwide, her insights influence, create and optimise brand concepts that appeal to millennials and Gen Z. en https://assets.i-scmp.com/static/img/icons/scmp-meta-1200x630.png https://www.scmp.com Eva Langer Eva Langer We’re all used to seeing product placement in films – think James Bond’s Aston Martins or Pizza Hut popping up in Wayne’s World – but what about in video games? If you’re already a gamer you’ll know that product integration isn’t uncommon at all – in fact everything from Vote Obama posters to Subway sandwiches can show up on screen when you least expect it. However on October 13, luxury fashion brand Gucci announced a collaboration with Sims 4 modders (the people who make modifications to video... https://www.scmp.com/magazines/style/news-trends/article/3108602/gucci-x-sims-4-are-video-games-next-big-platform-luxury?utm_source=rss_feed https://www.scmp.com/magazines/style/news-trends/article/3108602/gucci-x-sims-4-are-video-games-next-big-platform-luxury?utm_source=rss_feed Thu, 05 Nov 2020 10:00:17 +0000 Eva Langer Eva Langer As young customers redefine luxury market rules in China and in other regions, the retail experience not only has to be “luxurious”, but it also needs to appeal to younger generations to create hype around their products. Recent store audits of leading luxury brands in the US and Asia show a significant gap in several categories in delivering a luxury experience. Brands need to make their retail spaces Instagramable, shareable and relevant to attract young consumers who live their lives using... https://www.scmp.com/magazines/style/news-trends/article/3086654/4-ways-millennials-and-gen-z-customers-are-shaping?utm_source=rss_feed https://www.scmp.com/magazines/style/news-trends/article/3086654/4-ways-millennials-and-gen-z-customers-are-shaping?utm_source=rss_feed Sun, 31 May 2020 02:00:18 +0000