What does luxury really mean to millennial consumers?

The aim of this study was to determine how millennial luxury consumers define luxury based on a holistic systems theory perspective. The human ecosystem and its components were used to fully investigate the system of the millennial luxury consumer. A mixed methodology was used by conducting interviews and then a consumer survey. Based on the findings from this research, the definition for luxury based on the view of the millennial luxury consumer is as followed: Luxury is the characteristics of the product themselves, addresses the consumer's personal needs, and addresses the consumer's social needs. This study suggests that the ecosystem of the millennial luxury consumers, including its environments and interactions, helped in constructing their definition of luxury. This definition delivers millennial luxury consumer insights for luxury retailers and may provide strategic adaptations to help attract and retain millennial luxury consumers, while also supporting business sustainability in a challenging retail environment.