Chasing gen Y: Unlocking the reasons for buying branded clothes

@inproceedings{Fernandez2009ChasingGY,
  title={Chasing gen Y: Unlocking the reasons for buying branded clothes},
  author={Prasana Rosaline Fernandez and Mei Li Lean},
  year={2009}
}
This study focuses on the impact of branding on Gen V's choice of clothing as it is hypothesized that they are brand conscious. The research looks' at college students aged between 18 and 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. In-depth personal interviews were conducted on twenty interviewees for qualitative analysis. The findings suggest that Gen Y are brand conscious; peer influence plays a… CONTINUE READING