# Youthful Luxury Platforms Tmall Luxury's New Features Educate, Entertain & Engage Gen Z Buyers By Laura McQuarrie | Published 2020-08-27 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/tmall-luxury References: [businesswire](https://www.businesswire.com/news/home/20200824005678/en) & [tmall](http://www.tmall.com) [Tmall Luxury](https://www.trendhunter.com/trends/scotch-soda) recently introduced new features specifically to support [Gen Z](https://www.trendhunter.com/trends/on-rotation), the [next generation of luxury buyers](https://www.trendhunter.com/trends/meet-me-themall) and a digital-first fashion-forward customer base in China. The online destination for high-end and designer brands introduced features to educate, entertain and engage this demographic, all with a focus on self-expression and identity rather than luxury as a status symbol. On Tmall Luxury, young shoppers will find a content channel called Soho Mag, a daily livestreaming service called Soho Live and a membership program that offers personalized services. On Tmall Luxury, 80% of the customers on the platform are 35 years old or younger. As Tmall identifies, "with the number of luxury consumers in the 18-25 age group more than doubling between July 2018 and June 2019, this younger consumer segment is set to become a bigger driver in the luxury industry." Image Credit: Tmall ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 83% | Activity: 88% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Gen Z Luxury Buyers:** Disruptive innovation opportunity: Develop personalized luxury experiences and services tailored to Gen Z consumers. - **Digital-first Fashion:** Disruptive innovation opportunity: Create digital platforms that offer educational and entertaining content to engage young fashion-forward customers. - **Self-expression and Identity:** Disruptive innovation opportunity: Build brands and platforms that prioritize self-expression and identity over luxury as a status symbol. ### Where This Applies - **Luxury Retail:** Disruptive innovation opportunity: Innovate the luxury retail experience to cater to the preferences and behaviors of Gen Z consumers. - **Fashion E-commerce:** Disruptive innovation opportunity: Develop digital platforms that offer personalized services, livestreaming, and informative content for young fashion enthusiasts. - **Membership Programs:** Disruptive innovation opportunity: Create membership programs that provide personalized services and experiences for Gen Z luxury buyers. ## Related on Trend Hunter - [Chinese Youth Search Reports](https://www.trendhunter.com/trends/search-habits.md) - [AI Shopping Customization Tools](https://www.trendhunter.com/trends/zegna-x.md) - [Senior-Friendly E-Commerce Modes](https://www.trendhunter.com/trends/elderly-mode.md) - [Youth-Safe Skincare Hubs](https://www.trendhunter.com/trends/gen-a-z-hub.md) - [Interactive Cosmetics Retail Stores](https://www.trendhunter.com/trends/interactive-cosmetics-retail-stores-watsons-upgrades-its-stores-for-gen-z-a.md) - [Engaging Youth-Focused Platforms](https://www.trendhunter.com/trends/mused.md) - [Digital Travel Retail Experiences](https://www.trendhunter.com/trends/digital-travel-retail.md) - [Members-Only Retail Platforms](https://www.trendhunter.com/trends/mile.md) - [Youth-Focused Social Campaigns](https://www.trendhunter.com/trends/claires-2.md)