Shoptalk Luxe 2026: Gen Alpha to VICs and beyond

What if luxury brands could reinvent premium consumption experiences to meet new expectations of digitalisation, personalisation, sensoriality and cultural relevance?

This question is at the centre of the discussions shaping the future of luxury retail and will be one of the main themes of Shoptalk Luxe, the newest edition of Shoptalk, one of the world’s most influential event platforms in retail, innovation and technology. With an exclusive focus on the luxury and premium sectors, the event will take place in January 2026 at the Emirates Palace in Abu Dhabi, bringing together global leaders, brands and experts to debate the next steps in high-end consumption.

To bring an essential perspective to the debate, on January 27, WGSN CEO Carla Buzasi, will explore the future of the luxury industry through the next generation of this segment, Generation Alpha, offering the luxury industry strategic insights that anticipate behaviours, guide brand decisions and help build relevant experiences for the next era of premium consumption. Check out the highlights of the presentation below.

What is the future of the luxury market?

The luxury market is entering a new chapter. Traditionally associated with exclusivity and status, contemporary luxury is shifting away from visible ostentation and embracing the intangible. Increasingly, consumers from different generations redirect their investments toward experiences, knowledge, wellbeing and meaning, making status cease to be just what is shown and become what is lived, felt and shared.

In this scenario, Generation Alpha (born between ~2010 and 2024) emerges, exerting a strong influence on family purchasing decisions. They are beginning to relate to luxury early on, through designer skins on Roblox, skincare routines from influencers on TikTok and the culture of replicas in short YouTube videos. 68% of US Alphas own something considered a luxury by the age of 10, and 50% received their first luxury item before their older siblings (Razorfish).

However, Generation Alpha, formed in a ‘phygital’ and hyper-access environment, poses a central challenge to the luxury market: the risk of luxury without desire. This is a generation that has never experienced scarcity or lack of visibility. To reactivate desire, it becomes essential to understand what luxury truly means to them and what experiences, values and lifestyles they aspire to build.

Gen Alpha’s deepest instinct is to grow up.

One of the four luxury drivers of Generation Alpha, highlighted by Carla Buzasi at Shoptalk Luxe, is the concept of ‘adult cosplay’. These young people want to experience adult life and do so by imitating the adults around them, through the clothes they wear, their skincare routines and even their eating habits.

The experience of ‘being an adult’ happens at home, starting with their parents’ wardrobe, wellness routines and lifestyle choices. Therefore, more than just treating them as children, it is essential to recognise that they mature earlier and relate to consumption consciously and aspirationally.

Furthermore, the great opportunity that arises with Alphas is to build a type of trust that can last a lifetime, because they are starting younger than any other generation. The brands that will endure are the ones that guide, not gatekeep, and that grow up with them, not past them. That’s how luxury will stay relevant; by shaping not just what they buy, but who they become.

As they grow, these consumers will define the next generation of style codes. The ultimate question is,“What will be your role as a luxury brand?”

More than a trend radar, WGSN is a global authority on strategy and market intelligence. We empower brands not just to react, but to anticipate changes and innovate with confidence, ensuring lasting relevance in complex scenarios. Request a demo now.

Want to learn more about the Shoptalk Luxe event? Click here.