Perception of Gen Z Towards Pocket-Friendly Trending/ Fashionable Apparel: A Case Study of ZUDIO in Ahmedabad

Authors

  • Darshil Kadvani L.J. Institute of Management Studies, LJ University Author
  • Janki Thakor Institute of Management Studies, LJ University Author
  • Jignesh Vidani Institute of Management Studies, LJ University Author

DOI:

https://doi.org/10.59890/nne64895

Keywords:

Generation Z, Affordable Fashion, Trend-Consciousness, Brand Perception

Abstract

This study explores the perception of Generation Z towards pocket-friendly, trendy apparel, with a focus on ZUDIO in Ahmedabad. The research aims to understand how various factors such as affordability, trendiness, spending habits, and brand discovery influence Gen Z's fashion choices. Using a chi-square analysis, the study examines the relationship between age and key variables, including how affordability impacts fashion purchases, where Gen Z shops, and how they perceive ZUDIO’s alignment with current fashion trends. The findings suggest that affordability is a key factor across all age groups within Gen Z, with a weak relationship between age and other factors such as shopping location and monthly spending. Trend consciousness, however, appears to vary slightly with age, indicating that older segments within Gen Z may prioritize fashion trends more. The study also highlights the importance of word-of-mouth marketing and the consistent association of ZUDIO with affordable pricing. The practical implications for retailers include the need to maintain a balance between affordability and trendiness while focusing on digital marketing and customer engagement strategies. Future research is recommended to explore sustainability concerns, cross-cultural comparisons, and the role of technology in Gen Z’s shopping experiences

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Published

2024-12-02

How to Cite

Perception of Gen Z Towards Pocket-Friendly Trending/ Fashionable Apparel: A Case Study of ZUDIO in Ahmedabad. (2024). Multitech Journal of Applied Sciences (MJAS), 1(4), 395-422. https://doi.org/10.59890/nne64895