http://www.businessinsider.com/luxury-brands-lose-millennial-interest-2012-10

Luxury brands have always been appealing to the current buying generation as it was seen as a product that would signify social importance, self confidence, or sheer beauty. As a result, Its brands were positioned with great Points of differences from other brands that lacked its glitter and “the feeling of luxuriousness”

This article however, is arguing that the new generation will not be as willing to buy these goods as the views toward these goods are now being changed to unnecessarily expensive products that generate no great utilities compared to its price.

The article suggests that the brands need to understand the changed attitudes of the new generation that it “needs to understand what money status and success means for them” and create new products, innovations, and ideas accordingly. The luxury brands cannot believe that staying where they are currently without repositioning and renovating their brands can lead to their success or even survival. Brands must consistently be willing to “let go of old ideas” that may be “unnecessary or even counterproductive” and constantly reposition themselves to fit into the constantly changing competitive market place that they are placed in