Generation Y: Evidences from the Fast-Fashion Market and Implications for Targeting

Abstract

This study, for the first time, empirically investigates the actual buying behaviour of Generation Yin a<br />natural setting for fast-fashion consumption. The lack of external validity of existing research,<br />conclusions based on convenience samples and artificial settings, affect the potential applications of<br />previous findings. Conversely, we adopt an applied approach focusing on key variables in the field of<br />consumer behaviour and compare Generation Y and Generation X in the same setting, along the same<br />variables. We find that people in Generation Y are more prone to hedonism, use more word-of-mouth,<br />are more willing to try novelties, are less price conscious and buy more expensive items, spending more<br />money than the other age group. Although, their purchase behaviour in terms of frequency, repatronage<br />intention and satisfaction are the same as Generation X; they also buy a comparable number of items.<br />Our findings from the fast-fashion market help both academics and practitioners to target these<br />consumers.