Chengcheng Li, SuperHeroes Deluxe: ‘Luxury brands need to stop aiming at Millennials and Gen Z and start talking with them’

Chengcheng Li of SuperHeroes Deluxe examines the principles of ‘interestingness’ — a crucial strategy for luxury brands looking to capture the attention of Millennials and Gen Z. Millennials and Gen Z are driving luxury sales, representing 45 per cent and 20 per cent of global luxury sales respectively as of 2024.