![Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z](https://koreajoongangdaily.joins.com/data/photo/2021/04/06/a583ed57-611c-424e-9936-8d26a13b3582.jpg)
Young people take revenge on the pandemic with luxury purchases
![Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z](https://koreajoongangdaily.joins.com/data/photo/2021/04/06/1b05524f-5e4b-4114-bc9f-6e5f1e5ae8c5.jpg)
Young people take revenge on the pandemic with luxury purchases
![Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z](https://images.firstpost.com/wp-content/uploads/2023/01/china-gucci.jpg)
Asia luxury market: Are big brands Louis Vuitton, Dior picking Japan, South Korea over China?
![Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z](https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2021/04/01/d371ffd7-3397-4e4d-b1bf-3ab922f0db71_d7491f3d.jpg)
Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z
![Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z](https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2021/06/10/45c8d160-322b-4ade-8c08-628724b35104_63bcd984.jpg)
Opinion: Gucci and Louis Vuitton reach Gen Z through influencers and K-pop idols: young consumers aren't the end of luxury if brands disrupt, experiment and create exciting content
![Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z](https://koreajoongangdaily.joins.com/data/photo/2021/04/06/b51b9736-be0e-4587-82a8-035075dd6b45.jpg)
Young people take revenge on the pandemic with luxury purchases
![Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z](https://koreajoongangdaily.joins.com/data/photo/2021/04/06/2f4ebdd9-0f4b-41f1-90fd-eb8179ec8ac9.jpg)
Young people take revenge on the pandemic with luxury purchases
![Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z](https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2021/04/07/5b68b289-5541-4664-b65d-375e6a68a61c_b7ace7df.jpg)
Opinion: Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z
Why K-pop's BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z — Équité