There is constant change in customer shopping experiences and expectations. Millennials between the ages of 20 to 40 are focusing more on showing off the brands they possess, whilst Gen Z are more interested in the actual items (can be from luxury brands) that differentiate themselves from others. When it comes to online shopping, Gen Z is not shopping in a binary way. Instead, they shop across all types of formats such as on Instagram, going into department stores and speciality stores, as well as scrolling online on their laptops. In fact, they try to keep up and follow a brand’s journey. - Peter M. & Lena B.