Impact of inclusive marketing and adaptive fashion on Gen Z's customer journey: an explorative study in the digital realm of the luxury industry

Frame of the research. This research centers on exploring the influence, effectiveness, and impact of Inclusive Marketing on Generation Z's (Gen Z) customer journey, situated within the context of Marketing 5.0's Next Tech advancements and digital-savvy Gen Z. Purpose of the paper: The primary objective is to investigate and demonstrate the role of Inclusive Marketing and Adaptive Fashion in shaping Gen Z's customer journey. Additionally, the study seeks to understand the implications of Marketing 5.0, particularly in the luxury sector, and to determine whether inclusivity can redefine exclusivity within this industry. Methodology: Employing a combination of secondary and primary research methods, including quantitative data analysis, this article critically assesses the relevance and application of Inclusive Marketing, focusing on its implications for the luxury sector. The research also scrutinizes the concept of Adaptive Fashion and its potential role in Marketing 5.0's Next Tech landscape. Results: The findings affirm the efficacy and impact of Inclusive Marketing and Adaptive Fashion in the digital sector of Gen Z's customer journey. Furthermore, the positive reception of Marketing 5.0's Next Tech applications by Gen Z suggests enhanced marketing accessibility, ultimately fostering greater diversity and inclusivity within the fashion industry. Research Limitations: Despite the valuable insights gained, it is essential to acknowledge the limitations of this research, including potential biases in data collection and generalizability of findings. Managerial Implications: The study provides insights for marketing managers and industry professionals, highlighting the potential benefits of adopting Inclusive Marketing and leveraging Adaptive Fashion to cater to Gen Z's preferences in the Marketing 5.0 era. Originality of the paper: This research contributes to the existing body of knowledge by offering a comprehensive exploration of Inclusive Marketing, Adaptive Fashion, and their impact on Gen Z's customer journey within the evolving landscape of Marketing 5.0. The investigation also poses critical questions regarding the redefinition of exclusivity in the luxury sector through inclusivity.