UK Generation Y male fashion consciousness

Purpose:

- As social theorists propose that there is an increasing social and economic pressures on the people has to be fashion consumers, sets the paper to examine the record to examine by trendiness of Generation Y male consumers.

Muhammad Adnan

Design / methodology / approach:

- Data were collected from a survey of 346 male respondents between 18 to 25 in age who completed a questionnaire trendiness that analyzes then factor was.

New Genration

Results:

- Relatively high fashion consciousness were found, but adoption is not necessarily fashion. Factor analysis showed that men see fashion in very simple words, and there is still a strong "anti-fashion" dimension for the average young male consumers.

Research limitations / implications:

- Building on the field of psychology and sociology, it is argued that "anti-fashion" fashion the distinction creates necessary for men to provide consumer an acceptable male practice.

Practical implications:

- The "anti-fashion" Motivation is of interest to marketers and provides a foundation for retail and branding approaches planning. The key to fashion marketing would show for men, such as clothing, could overcome some of these fears, for example, earn or achieve not enough.

Originality / value:

- Being such a nascent potential market segment there are no empirical studies that specifically focus on the male generation Ys.