his work project investigates how new technologies can change the perception of luxury
fashion brands by Generation Z. This individual part examines the new fashion brand The Attico,
which faces various challenges and assesses how technology can increase its appeal to
Generation Z. A mixed methodology combining quantitative analyses with qualitative
interviews sheds light on current perceptions of Generation Z and incorporates the opinions of
industry experts and feedback from Gen Z interviews. The findings suggest that luxury fashion
brands can improve their positioning and perception of Gen Z by strategically utilizing
technology as part of their current objectives
