Parents Express Concern Over Luxury Brands using Young K-pop Idols as Brand Ambassadors to Promote to Teens
from BLACKPINK as ambassadors. As the average age of luxury goods consumers is skewing younger, brands are selecting younger K-pop stars as their models.
Consulting firm Bain & Company forecasts that by 2030, Generation Alpha and Generation MZ will contribute to 80% of global luxury fashion brand sales. Generation Z and the Alpha generation are expected to account for around one-third of the luxury goods consumer class by 2030. Notably, Generation Z tends to make their first luxury purchase around the age of 15, which is three to five years earlier than their millennial counterparts.
However, some are concerned that this trend may encourage unnecessary consumption among Korean middle and high school students. Teenagers often copy the fashion worn by celebrities or buy expensive items to fit in with their friends. Some parents are already struggling financially as their teenagers request to buy luxury items such as expensive wallets, sneakers, and cosmetics.
A 40-year-old housewife commented that padded jackets, which were considered"backbreaking" priced items in the past, are now considered nothing compared to the luxury items being demanded by children today. She explained," I contemplate if I should buy my child these luxury brand sneakers or t-shirts when they say all their friends have them. But then I wonder if it is the correct thing to do or be overly concerned about this issue."
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