Impact of Branding on Gen Y’s Choice of Clothing.pdfVIP

SEARCH: The Journal of the South East Asia Research centre ISSN 1985-9414 Impact of Branding on Gen Y’s Choice of Clothing 79 for Communications and Humanities. Vol. 1 No. 1, 2009, pp 79-95 Impact of Branding on Gen Y’s Choice of Clothing Prasana Rosaline Fernandez Taylor’s College, Petaling Jaya ABSTRACT This study focuses on the impact of branding on Gen Y’s choice of clothing as it is hypothesised that they are brand conscious. This research looks specifically at college students aged between 18-24 years old located in the Klang Valley. This study aims to determine if this group of Gen Y are brand conscious in their choice of clothing. Survey questionnaires were developed to obtain quantitative data from one hundred respondents for statistical analysis and personal interviews were conducted on eight interviewees for qualitative implications. The findings suggest that Gen Y are brand conscious as the right choice of clothing helps them create an image and identity for themselves. Peer influence plays a crucial role in their choice of brands as it aids in their socialisation process. In addition, advertising is an important variable in conferring brand values and establishing an image for the brand. Celebrity endorsements have a huge impact on branded clothing too as they promote certain attributes like image, quality and status. The results of this study are, however, limited as it was conducted within a single segment. In addition, the research does not follow the individuals over time to see how brand choices change. The researcher recommends