Consumption and consumer behavior are crucial factors in contemporary societies. As Sulkunen (2009, 99) notes, besides welfare state and life-regulation policy these topics belong to the three most important issues of modern capitalism. Considering the last two-three decades, digitalization has been a major factor of consumer behavior. As with all societal developments, digitalization has been producing new ways of life, changing and replacing the previous ones. We talk about the emergence of a new generational cohort, the Digital Natives (Palfrey & Gasser, 2008), also refered to as Generation Z (Bassiouni & Hackley, 2014). Characteristic to this generation is that it is online (Palfrey & Gasser, 2008). The “Internet-induced” changes can be found not only in human actions but also in attitudes and ethics (e.g. Cesareo & Pastore, 2014; Simmons, 2008). This turns up in phenomena such as digital piracy1. As a recent article in a Finnish newspaper (Helsingin Sanomat 19.4.2015) describes, digital piracy seems to continuously find new forms and shapes. Understanding the consumer behaviour is the basic for marketing strategy formulation. Consumers reaction to this strategy determines the organization success or failure. Under this backdrop, this empirical study on the evolution of consumer behaviour tries to answer the following questions - How has consumer behaviour changed in recent years and what are the main causes of this change? What effect have the changes in consumer habits from 2005 to 2011 had on luxury brands’ accessories? Have the changes in consumption and in consumerism in recent years given rise to a wider accessibility of luxury in the fashion industry? Have those changes in consumption devalued luxury and high fashion? This study is descriptive and empirical in nature.