Runway logic: "Y" Generation Y prefer fashion brand over country-of-origin

Abstract

With approximately 1.38 billion, Generation Y are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. The purpose of this qualitative study was to explore the impact country-of-origin information on the perception of Generation Y towards international fashion brands. This study was conducted in the context of fashion products, one of the key interests of the Generation Y, and covered a sample population of twenty one countries. As Generation Y are internet savvy, this study was conducted by using semi-structured interviews in an online chat room and structured email interviews. 53 interviews were conducted with the participants from Generation Y cohort. This study highlighted that most Generation Y ignored country-of-origin information. This study explored the reasons why Generation Y ignored or paid attention to the country-of-origin information. It brings valuable insight to international fashion marketers about how country-of-origin information influences the Generation Y’s perception towards international fashion brands. Qualitative studies which investigate the perception of Generation Y towards country-of-origin of international fashion brands are scarce. Thus, this study can contribute to the development of research into country-of-origin and Generation Y.