THE CLOTHING BRAND SELECTION FACTORS: CASE STUDY OF GEN’Y IN MALAYSIA

Abstract

Brands help promote an image to a product. It creates a desire in consumer to want to purchase a product due to its association with popularity and acceptance. With the increasing number of people being exposed to brands and advertisements. The aim of this paper is to explore the impact of branding on Gen Y’s choice of clothing in Malaysia, which are young people ages between the ages of 18 until 35 with the hypothesis that millennials are brand conscious. The research focuses on college students from age 18 until 24 in Klang Valley. The methodology used is a questionnaire to be filled by a chosen of 200 students in Malaysia. It was found that Gen Y are brand conscious. They have certain preferences of clothes that helps them create an identity for themselves. Their environment or more specifically their peers help influence their choice of clothing as it aids socializing with those around them. Marketers focuses more on inclusive image rather than exclusive as consumers want to choose clothes that make them feel more accepted.