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.

Understanding Online Fast Fashion Evaluative Cues Used By Generation Y and Z Consumers

“…Between a garment's country of origin and the ethical or eco-friendliness of a garment production workplace, there is a moderate correlation (rs= 0.474, df = 414, p < 0.001). This finding is consistent with the work of Tjandra et al (2013)-consumers who value the condition of production workplaces may also take country of origin into consideration. Environmental impact.…”

“…A product's country of origin may be used as a cue by Generation Y to judge the quality, price, and ethical stance of an apparel product (Tjandra et al, 2013). Existing research suggests that Generation Y consumers prefer products produced domestically, and often associate lower production quality and ethical issues with emerging economies (Tjandra et al, 2013), the country of production of most fast fashion garments. Within the fast fashion marketplace, the majority of Canadian Generation Y and Z respondents are reportedly indifferent or disinterested in a product's country of origin, reflected in the lower means compared to other cues (Table 1).…”

Perceived challenges living and integrating into Finnish society: A study among immigrants in Finland

“…Braun and Clarke (2006) define thematic analysis as "a method for identifying, analyzing and reporting patterns (themes) within data" (p. 79). Thematic analysis extricates the underlying concepts and pinpoints the themes in the data, along with examining and recording patterns in the analysis (Tjandra, Omar, Williams Jr & Ensor, 2013). As a method, it is best suited for studies that focus on discovering themes by using interpretations.…”

Advanced and emerging economies Generation Y’s perception towards country-of-origin

“…A study that touches upon this issue indicates that Generation Y's awareness of COO is higher than the awareness of the brand origin because COO information is usually attached to the products (Van den Bergh and Behrer, 2011). Furthermore, our recent study identifies that even though brand may overshadows COO, products made in advanced economies or countries of the brand origin are still preferred by the majority of Generation Y (Tjandra et al, 2013). Furthermore, COO information is still used by Generation Y to judge the quality, price and ethical stance of fashion products.…”