Many high-end brands are struggling to connect with young consumers, who are either bored by dated marketing, turned off by high prices, or both. Time is running out, as Gen-Z is poised to dominate luxury spending by 2030. Luxury is losing ground with Gen-Z shoppers who are sensitive to the industry’s price hikes but also disengaged with how brands speak with them today. Impersonal in-store experiences are out of step with Gen-Z consumers raised on YouTube and TikTok, and who shop vintage in