Gen Z luxury

When Gen Z luxury isn't really about luxury

April 26, 2026

What we learned running expansion campaigns for heritage brands trying to read younger — and why the cohort's spend signals don't match the demographic playbook.

This is the seed file. It exists to verify the content pipeline — frontmatter parsing, MDX → React rendering, file enumeration — works end-to-end before the real Insight Detail template lands in session β.

The underscore-prefix on the filename marks this as a draft. Production helpers (getAllInsights(), getInsight()) filter underscore-prefixed files out, so this won't appear on the live site even after merge. The dev test route at /dev/mdx-test bypasses that filter for verification purposes only.

What the pipeline proves at this stage

  • Frontmatter parses (you should see the fields above as a list on the test route).
  • The body renders as React — including this list, headings, and standard Markdown emphasis.
  • We can mix italics, bold, and inline code like any well-behaved Markdown engine.

What it does NOT prove yet

Custom MDX components (e.g., <Quote />, <MetricCard />) aren't wired in this session. That's by design — session α is the foundation, not the templates. β will define the brand-component palette for Insights and γ for Case Studies.

When this seed gets removed (in β, when the real Insight Detail template ships), the dev test route goes with it.