Luxury Experiences over the Life Course: Insights into Generation Y

This study adopts a life course perspective to broaden our current understanding of the complex nature of consumer luxury experiences. Narrative biographical interviews with members of Generation Y elicit how luxury experiences over the life course relate to significant individual life events and illuminate how the macro- and micro-environment bring about changes in Generation Y’s luxury experiences. Essentially, luxury experiences relate to changes in the technological, social, economic, cultural, and individual environment. Our findings have important implications for luxury brand managers targeting Generation Y consumers.