Brands in the luxury sector are increasingly turning to younger potential consumers -mainly to Millennials, who have an important say in the fashion industry now and a growing spending power. Examples would be collaborations between luxury and streetwear brands , like Louis Vuitton x Supreme, as well as creative social media campaigns (such as the #TFGucci meme campaign this year), which encourage the involvement of the audience and create hype. However, strategist Ana Andjelic explained in an interview with WGSN, that in this process the brand’s established customer base (older consumers) are not taken into much consideration. Thus a strategic cross-generational approach in marketing and promotion should be implemented.