Brand Influence on the Behavior of Generation Y - Research Paper Example

Brand Influence on the Behavior of Generation Y Consumers in the Fashion Industry Introduction The Generation Y segment consists of consumers born between 1977 and 1994 (Fernandez, 2009). It is the largest segment in terms of numbers and spending power which is attracting fashion brands to tap into this segment. This segment possesses some distinct behaviours such as greater need for emotional value and validation from peers. Their consumption of fashion brands is also higher than that of other generational cohorts. This paper discusses the factors of fashion brands that influence the buying decisions of this segment. Research shows that price, peer feedback, advertising, emotional value, product quality, brand identity and the physical environment influence the buying behaviour. These factors are discussed in detail in the following sections. Methodology This paper is based on the findings of qualitative research conducted on Generation Y fashion consumption behaviour. The benefit of a qualitative research is that it can accommodate a wide variety of sources and benefit from the scholarly work of several researchers. The study is based on analysis of secondary sources which includes research publications and online content. Major themes that recur most frequently in the secondary sources have been discussed in this paper. Research journals, textbooks and websites covering issues of brand management and marketing were consulted to collect data for this paper. Results The results of the research showed that rational factors affect brand consumption behaviour among Generation Y consumers as much as emotional factors. The consumers appear to be motivated by product quality and price based on their parental influence. At the same time, they are also influenced by peer feedback, brand identity and brand advertising. As a result, fashion brands pay equal attention to reflecting quality through tangible and intangible aspects in their product development and marketing practices. Discussion As defined by Keller (1998), a brand is “a set of mental associations, held by the consumer, which add to the perceived value of a product or service.” Brands are effective to the extent that the mental associations they embody are exclusive, prominent and desirable. They communicate the value of the product in terms of quality, benefits, and acceptability. Strong and positive brands can influence the buying decision of the consumer by adding value to the value of tangible features of the product. When conveyed properly through promotion and high product quality, the brand can become a competitive advantage for the business. The Influence of Price Although fashion is not perceived to evoke rational evaluation of the purchase decision among Generation Y consumers, research has shown that consumers of the Millennial generation do consider price when evaluating fashion brands. Mullarkey (2001) explains that rational factors play an important role in influencing the fashion purchases of the Generation Y consumers. In particular, price plays an important role because it is the result of the influence of shopping with parents. Consumers who have been exposed to price-sensitive shopping by their parents are more likely to consider price as an important factor in fashion shopping. Barton et al. (2012) shed more light on the importance of price in fashion brand shopping. They particularly note the influence played by price in online shopping. Based on their research, they argue that Generation Y consumers seek comprehensive information when online shopping for fashion brands. They use various price comparison services to find the best bargain online. When shopping offline, they rely on feedback from peers on whether the price being offered gives good value for money. The Influence of Brand Advertising In addition to price, brand advertising plays an important role in influencing purchases of fashion products. Fernandez (2009) discusses the role played by brand advertising in assigning cultural and symbolic meaning to a fashion brand which can motivate Generation Y consumers to develop greater affinity and loyalty towards a particular fashion brand or store. Fernandez (2009) pays special emphasis on the influence of celebrity endorsements in influencing Generation Y buying decisions. According to Fernandez (2009) celebrity endorsements create high appeal because they convey the quality of the fashion brand. In addition, they also convey intangible attributes of the fashion brand such as image and status. This point is also supported by Mullarkey (2001) who explains that Generation Y consumers view celebrities as reference groups and are influenced by the brands they promote. Mullarkey (2001) also agrees with the view that celebrity endorsements convey significant impressions about the quality of a brand. There is also the risk of celebrity endorsements failing to create the desired effect if they are perceived as insincere. The Influence of Peer Feedback Generation Y consumers are more sensitive to feedback from peers to validate their purchase decisions. Barton et al. (2012) state that compared to previous generations, Generation Y consumers shop in groups more frequently. They also seek feedback from peers and friends more often than consumers from other generations. Schroeder and Salzer-Morling (2005) also support this view by stating that Generation Y consumers demonstrate their loyalty to a particular social group by adopting the brands that are acceptable and appropriate to the group. This helps to explain why 28% of Generation Y consumers shop in groups (Netbase, 2013) and why fashion brands are using social media in order to reach out to Generation Y consumers through their social media networks. The Influence of Brand Identity and Image Brands convey meanings beyond the functional attributes of the product. This is more often the norm in fashion branding where branding helps to create desire and loyalty among consumers. Fernandez (2009) argues that Generation Y consumers prefer fashion brands that convey an identity that can reinforce their own self-concepts. In other words, fashion brands play a role in helping Generation Y consumers create their own identity and image. Fernandez (2009) supports the view that Generation Y consumers ostensibly seek pleasure, status and materialistic comfort and use fashion brands to this end. Thus, fashion brands that reflect values and attitudes such as success and confidence are able to influence buying behaviour more favorably than others. Mullarkey (2001) explains that fashion brands represent the self-concept of consumers and are evaluated on the basis of whether they reinforce the self-concept. Mullarkey (2001) also explains that consumers exhibiting a higher degree of self-monitoring tend to seek greater validation and are more likely to select fashion brands that convey a positive and acceptable image. McDevitt (2013) explains that brand personality is the strongest factor that influences brand appeal among Generation Y consumers. He states that 60% of Generation Y consumers expect a brand to reflect their self-concept, identity and preferences. The Influence of Emotional Value The emotional value communicated by a brand also has a strong influence on Generation Y’s fashion purchases. McDevitt (2013) elaborates on this aspect of brand value by stating that emotional needs of Generation Y consumers often take precedence over rational thinking and analysis. He suggests that fashion brands use the emotional needs of consumers to create products that arouse positive emotions among consumers about themselves. According to the research conducted by McDevitt (2013), Generation Y consumers are influenced heavily by brands that are trustworthy and can be depended upon for delivering quality and good value for money. Generation Y consumers also perceive those brands positively that offer solutions to their problems and can be recommended to peers. Fernandez (2009) also agrees with the view that Generation Y consumers continuously seek emotional associations with a brand and positive emotional associations with a brand can increase recommendations to peers. Fashion brands that embody positive emotions can increase brand loyalty among Generation Y consumers and make it a competitive advantage. Like McDevitt (2013, Fernandez (2009) stresses that positive emotional associations can be created by fashion brands that convey guaranteed quality and value for money. The Influence of the Environment The physical environment of the fashion purchase situation influences Generation Y buying behaviour as well as the social environment discussed earlier. Mullarkey (2001) discusses several aspects of the buying situation that influence how fashion brands are perceived by Generation Y consumers with regards to their quality and value. Background music plays an important role in conveying the brand image and identity. Store background music that reflects the brand identity as well as the self-concept of the consumer is likely to attract purchases. Furthermore, the background music also needs to be consistent with other aspects of the brand such as advertising and marketing messages. The rack density in the store display influences how fashon brands are perceived. Crowded store racks reduce the perceived value of the brand while a moderate number of items on the racks reinforces the exclusivist appeal of the fashion brand. Finally, Mullarkey (2001) also discusses the influence of store attendant behaviour on the Generation Y consumer behaviour. Store attendants who appear to be knowledgeable, unbiased and can act as consultants are valued highly by Generation Y consumers. Store attendants who wear the fashion brand they are selling are also perceived positively and influence the buying decision in favour of the brand (Barton et al., 2012). The Influence of Product Factors All efforts at promotion and creating an appropriate environment for the sale cannot succeed unless the product offers quality that is valued and expected by the consumer. While Generation Y consumers value social influences and peer feedback, they are not likely to purchase a fashion brand that offers poor quality and value. Mullarkey (2001) explains that Generation Y consumers are increasingly sensitive to the fit and style that the fashion brand offers. In terms of fit, Generation Y consumers appreciate brands that offer well-fitting products and those that reflect distinct styles. The consumers also expect the product to be long-lasting and durable. While they are more frequent purchasers of fashion products, the Generation Y consumers are not likely to appreciate fashion brands that they have to replace frequently. In addition to fit, style and durability, some consumers also look for unique fabrics and innovation. These are the consumers who are low self-monitors and value innovative styles and products. They are likely to patronize fashion brands that are creative and come up with unique designs. Conclusion The factors discussed above can be used by fashion marketers to develop brands and promote them effectively to target Generation Y consumers. This set of consumers is an emerging segment and if brand managers can generate loyalty among them, it would be a highly rewarding investment over the long term. By creating high quality products that offer value for money and communicate positive emotional values and identity, fashion brands can influence consumer buying behaviour in their favour. References Barton, C., Koslow, L., Fromm, J., and Egan, C. (2012, November). Millennial Passions: Food, Fashion, and Friends. Retrieved from: http://www.bcg.com/documents/file121010.pdf. Devitt, D. (2013, September 11). What Makes a Brand Appeal to Generation Y? Retrieved from: http://www.marketingmagazine.co.uk/article/1211416/makes-brand-appeal-generation-y. Fernandez, P. R. (2009). Impact of Branding on Gen Y’s Choice of Clothing. SEARCH: The Journal of the South East Asia Research Centre for Communications and Humanities, 1(1), pp. 79-95. Keller, K. L., 1998. Strategic Brand Management. Upper Saddle River, NJ: Prentice-Hall. Mullarkey, G. W. (2001). The Influence of Brands in the Fashion Purchasing Process. Business Review, 3(1), pp. 56-71. Netbase. (2013). Social Channels of Influence for the Millennial Generation: A Consumer Study in the Fashion Industry. Retrieved from: http://info.netbase.com/Millenials-Retail-Ebook.html?ls=Online-Advertising&d=CMO. Schroeder, J., and Salzer-Morling, M. (2005). Brand Culture. New York: Routledge. Read More