“…Accordingly, the HVM indicates that Millennials' clothing brand legitimacy judgements amid a global crisis are strongly driven by the attributes ‘affordability’ and ‘fit’, to derive ‘value for money’, ‘comfort’, and ‘look and feel good’. The related and dominant underlying values that were satisfied, through the prioritisation of attributes and desired consequences, are: - ‘pleasure or hedonism’ which encompasses pleasure derived from a combination of aesthetic satisfaction, reminding of Millennials' fashion consciousness (Dash et al, 2021; Licsandru & Cui, 2019), and their interest in clothing and fashion (Rahman et al, 2021; Sanny & Gerardo, 2018), evident from sales figures for this age cohort (de Kerviler & Rodriguez, 2019), particularly in emerging markets (Horváth & Adıgüzel, 2018).
- to sense ‘security, or to feel safe and stable’, which implies coherence with society, stability of relationships, and oneself (Schwartz et al, 2012), suggesting that Millennials would prefer brands that they feel comfortable with, that are accepted by their peers, hence avoiding negative publicity surrounding a brand, for whatever reason, to fit in with what is deemed acceptable in society.
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