Part 6/9:
Shifting consumer attitudes, particularly among younger shoppers, are dramatically reshaping the luxury market. Zhulin Chen, a trendsetter in the fashion and lifestyle niche, saw firsthand a growing disinterest among young Chinese in accumulating luxury items. Instead, they have begun prioritizing experiences and personal well-being over material possessions.
Many consumers now seek mental health and self-exploration over the pursuit of high-status jobs and extravagant lifestyles. In response, Chen pivoted her business model toward hosting wellness workshops and events, capitalizing on this cultural shift away from consumerism.