The industry of luxury products includes numerous and diverse product categories such as designer clothing, wine, champagne and spirits, luxury jewelry, watches and accessories, luxury electronic devices, luxury decorative cosmetics, and passenger cars, etc. This paper analyzes the part of the industry related to clothes, purses, perfumes, jewelry and the like. Marketing luxury products requires a different approach than marketing "standard" products. The reason for it, of course, lies in the fact that customers buy luxuries for different purposes. Some of them do it out of their own interest, while others do it to show off their social status. Therefore, those motives divide consumers into different categories. Based on this knowledge, different marketing strategies are created that target a specific group with prices and promotions according to their wants. Each person perceives luxury products in their own way, and that perception can be influenced by marketing experts using the neuromarketing methods described in the paper. Also, in order to gain a better insight into the consumer's perception of luxury products, the paper also contains a research, namely an online anonymous questionnaire that was filled out by 206 respondents. who were divided into Generation Z and Millennials. The research analyses how they perceive luxury products, their different tendencies towards buying luxury products, which features influence their purchase and finally, based on this knowledge, how different marketing strategies are formed.