Why Gen Z Buys Luxury Differently: Insights from Hitha Herzog | Emily Blumenthal & Hitha Herzog

What drives a generation to skip credit card debt yet confidently spend on a vintage Balenciaga or a Fendi Baguette? In this episode, Hitha Herzog, Chief Research Officer at H Squared Research, breaks down the economic and cultural forces shaping how Gen Z shops today. From the rise of resale and the circular economy to the growing popularity of buy-now-pay-later services, Hitha explains how younger consumers balance aspiration with caution. She also unpacks the concept of the K-shaped economy, revealing why two shoppers can experience the same market in completely different ways—and how that impacts luxury, fashion, and consumer behavior.

Key Takeaways:

• Gen Z defines luxury differently — Resale, vintage, and experiences often matter more than traditional status symbols.
 • Economics shape behavior — The K-shaped economy creates vastly different spending realities among consumers.
 • The experience is part of the product — Packaging, unboxing, and storytelling influence purchasing decisions as much as the item itself.

🎧 Listen now for a fascinating look at the psychology, economics, and future of luxury shopping.

Our Guest:
 Hitha Herzog is the Chief Research Officer at H Squared Research, where she analyzes consumer behavior, retail trends, and the economic forces shaping how people spend. A respected commentator on business, retail, and culture, Hitha helps brands understand the evolving relationship between consumers, technology, and purchasing decisions in a rapidly changing marketplace.

Host Emily Blumenthal is a handbag industry expert, author of Handbag Designer 101, and founder of The Handbag Awards. Known as the “Handbag Fairy Godmother,” Emily also teaches entrepreneurship at the Fashion Institute of Technology. She is dedicated to celebrating creativity, craftsmanship, and the art of building iconic handbag brands.

Find Handbag Designer 101 Merch, HBD101 Masterclass, one-on-one sessions, and opportunities to book Emily Blumenthal as a speaker at emilyblumenthal.com. 

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