Generation Z attitude to Luxury Clothing Brands Based on their Positioning in Social Media

First of all, this study presents a new approach to the study of consumer perception of the company's behavior in Social Media. And it is worth noting that the main audience here is Generation Z, which is generally little studied as a consumer of luxury clothing. This is relevant because their consumer power is growing every year and by 2025, together with Millennials, they will account for 45% of all consumers of luxury brands. By identifying the main brand associations, it was possible to find out not only how the company positions itself in Instagram (it was taken as an example of social media), but also to understand how this young generation perceives the content offered by brands. The basis for identifying similarities and differences were text elements, one part of the words used by brands during their promotion, the other – a direct Association of generation Z. a survey was Also conducted to identify the main shortcomings of luxury brands in the opinion of this new target audience. In the future, this study can serve as an aid to the study of relevant for generation Z marketing campaigns and ways to retain them.