Abstract
The branded apparel industry is a multibillion-dollar global enterprise that plays a significant role in youth culture. This paper aims to explore how youth expectations and values are reshaping the industry and what the future holds for it. The paper uses a conceptual framework based on social and consumer behaviour theories to analyse the current state of the industry, identify key trends and drivers of change, and explore how these trends are affecting the expectations and values of the youth consumer segment. The paper also provides a literature review of the evolution of the industry, including the rise of fast fashion, sustainable fashion, and the impact of social media and e-commerce. The future of the industry is expected to be increasingly influenced by sustainability and social responsibility, as well as advancements in technology and changes in youth culture. The paper concludes that the future of the industry looks promising, but only for brands that can keep up with the changing expectations of young consumers.
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