Brand Conscious Generation? 

Generation y choice of clothing has been hypothesised to be brand conscious. 

A study in America at a college in Klang Valley using students aged between 18-24 years old tested this hypothesis. 

They used survey questionnaires in which they obtained quantitative data from 100 respondants. 

They then conducted a statistical analysis and personal interviews were undertaken for qualitative implications. 

The findings of the study suggested that generation y are brand conscious as the right choice of clothing helps them to identify themselves and clothing helps them create the right image to make them an individual. 

Findings also highlighted that peer influence plays a vital role in brand choice as it aids their socialization process.  Celebrity endorsements are also found to influence brand choice as they promote certain attributes such as image, quality and status for a brand. 

In addition advertising in an important factor in establishing brand choices among generation y.

Gen Y are associating brans with quality, image, status and experience. Brands are seen by generation y individuals are classy, smart and can give an individual self-confidence when they are seen by others with branded clothing. 

Generation y are seeking clothing brands that are visible and brands that can be associate with success showing that generation y are a materialistic generation. 

Brands are now entering into the minds of generation y individuals influencing them to interpret brands as a way to define themselves, their lifestyles, their personalities and their values.