There’s a new crowd in the front row.

Gen Z and Millennial consumers now occupy 40% of the global luxury sector and that number continues to grow. Gen Z and Millennial shoppers are digitally-savvy, mission driven, and financially aware, and luxury brands need to adapt to what these consumers care about. According to a recent Klarna survey:

This new generation of luxury shoppers are waiting to get their hands on the latest designer fashion, and Klarna is here to introduce you to them. 42% of Klarna’s luxury shoppers are Millennial and Gen Z, and they shop more and more often than the average customer.