Eco-fashion Luxury Brand: An Empirical Survey on the Attitudes of Millennials and Centennials

Millennials and Centennials represent the largest percentage of consumers in the luxury market, with a great influence on purchase culture and behaviors. One of the distinguishing features of these generations is their tendency to prefer unique and authentic experiences instead of physical goods. Moreover, Millennials and Centennials are consumers with an increasing attention to issues as sustainability. In fact, they consider fundamental the sustainable values of brands and the environmental impact of fashion companies. As a result, many luxury brands are now investing in sustainable materials and ethical manufacturing in order to meet young consumers’ environmental concerns and are trying to develop more personalized and digital purchase experiences. In this framework, the aim of the paper was to understand what the attitudes and behaviors of Millennials and Centennials are when they faced with the purchase of luxury and sustainable fashion items. In doing that, a survey questionnaire turned out to be the most suitable tool to conduct such investigation. Furthermore, the paper will attempt to understand how the commercial distribution system is undergoing a post-pandemic reorganization.