A STUDY ON APPAREL BRAND PREFERENCE AMONG YOUTH

Abstract

The fashion industry is inherently designed to become outdated, which aligns with the concept behind fast fashion that has dominated the market until now. Although this model has proven to be financially successful, it poses significant environmental challenges and lacks long-term sustainability. Current trends suggest a shift towards slowing down this model in favor of more responsible practices. We have identified a sustainable yet profitable business approach that we intend to implement. The evolving nature of fashion has played a key role in shaping the industry. Today, fashion is closely tied to personal identity—it serves as a form of self-expression and a way for individuals to distinguish themselves while simultaneously aligning with broader groups, cultures, or movements. The fashion industry empowers people to celebrate their uniqueness while fostering a sense of belonging. This project is based on a survey conducted among young people to understand their preferences regarding apparel and fashion brands. The research method employed is Convenience Sampling, which involves collecting data from a readily available group of respondents. The report explores various fashion brands and analyzes differences among them, interpreting the preferences and expectations of youth towards these brands. It also highlights the gap between what young consumers expect and what they perceive from the brands. Findings from the study indicate that young consumers are drawn to a variety of brands, placing high importance on the quality of apparel and the social image associated with those brands. Moreover, many still prefer shopping in physical stores for a more hands-on experience when making a purchase.