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Fashion brand preferences among young consumers

Alexander J. Hill (Alexander J. Hill is Marketing Executive at Enterprise Rent a Car, Los Angeles, California, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 September 1998



Although there has been some research into young consumers, for instance their approaches to product categorization; their decision‐making strategies; and their role in family decision making, considerable work remains to be done to understand how young consumers develop brand loyalty, brand preference and reliance. This paper reports the initial findings from an exploratory study of over 200 young consumers (aged 7‐10) which examined perceptions of branded fashion clothing; and the impact of social influences on young consumers’ evaluations of branded fashion products. The findings indicate that product/brand imagery is clearly established among young consumers, particularly for branded fashion sportswear; and the results suggest that research design must take account of both age and gender differences when choosing methods for eliciting data from young consumers.



Hogg Margaret Bruce, M.K. and Hill, A.J. (1998), "Fashion brand preferences among young consumers", International Journal of Retail & Distribution Management, Vol. 26 No. 8, pp. 293-300.




Copyright © 1998, MCB UP Limited

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