Craftsmanship and Human Creativity in Luxury Brands: Their Influence on Generation Z’s Perception of Brand Identity and Consumer Experience : focusing on the case of Gucci

This study explores how craftsmanship and human creativity, as perceived by Generation Z, are reinterpreted through digital experiences and influence brand identity and consumer experience, using the case of Gucci. The theoretical background reviews Gen Z's consumption traits, the role of craftsmanship and creativity, and the digital marketing environment. A mixed-method approach was employed, including six in-depth interviews with Gen Z consumers who have luxury brand consumption experience, followed by a survey of 120 respondents. Structural equation modeling (SEM) results show that craftsmanship, human creativity, and digital marketing positively influence consumer experience, mediated by brand identity. Specifically, brand identity emerged as the most influential factor. The findings suggest that to strengthen relationships with Generation Z, luxury brands should integrate traditional values with engaging digital experiences.