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  "documentTitle": "Altagamma 2017 Worldwide Luxury Market Monitor",
  "authorId": "Bain",
  "authorName": "Bain",
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  "notes": "The slide uses two stacked bar charts to show market share by generation in both monetary value (€B) and volume (MM).",
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      "text": "YOUNGER GEN AS THE MAIN GROWTH ENGINE OF THE MARKET: ~85% OF LUXURY GROWTH FUELLED BY GEN Y AND Z IN 2017",
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      "text": "PERSONAL LUXURY GOODS CONSUMERS BY GENERATION | MM",
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      "text": "PERSONAL LUXURY GOODS CONSUMERS BY GENERATION | €B",
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      "kind": "list",
      "text": "YOUNGER GEN AS THE MAIN GROWTH ENGINE OF THE MARKET: ~85% OF LUXURY GROWTH FUELLED BY GEN Y AND Z IN 2017\nVIRTUOUS CIRCLE AROUND THE YOUNGER GEN ACCELERATION:\n- MILLENNIALS ENTERING THE MARKET WITH CLEAR TASTES AND BEHAVIORS, INFLUENCING OTHER GENERATIONS\n- WINNING BRANDS DEVELOPING TAILORED STRATEGIES AND UPGRADED VALUE PROPOSITIONS\n- MILLENNIALS ARE RESPONSIVE AND ENGAGED BEYOND EXPECTATIONS, AMPLIFYING THEIR SPENDING AND ADVOCACY\nGEN Z APPROACHING VERY FAST, ALREADY SHOWING SPECIFIC ATTITUDES AND DIFFERENCES VS. GEN Y",
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      "text": "Market share by generation: 30%",
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      "kind": "title",
      "text": "MARKET ACCELERATING TOWARDS YOUNGER GENERATIONS MILLENNIALS ALREADY 30% OF THE MARKET; GEN Z COMES NEXT",
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      "structure": "The Old Way (Pain) -> The Moment of Change -> The New Way (Glory) -> The Measurable Delta",
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