Fashion Industry

Consuming Fashion

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Table of Contents

Consuming Fashion 3

Generation Y 3

Subculture Consumer Group of Generation Y 4

The Demographics & Psychographics of the Group 5

The Lifestyle of this Consumer Group 5

The Key Motivations and Buying Behaviour 6

Influence & Collectives 7

Future Trends from Marketing Aspects 8

Opportunities from Marketing Aspects 9

Challenges from Marketing Aspects 9

References 11

Consuming Fashion

Development is a process and it takes time to reach at a stage where people adopt it as lifestyle and it becomes a matter of their daily routine. Development in life style takes place after a long tenure and many generations are bound to benefit themselves from the lifestyle that is gifted by development. Talking in the perspective of various points in history when the world has faced major changes like the world wars, the invention of various breakthroughs, the generations are classified under different name and various characteristics were assigned to them.

This paper gives an idea about the generation Y and casts light upon marketing strategies that worked for these people. The paper explains the characteristics of people who belong to generation Y and draws complete sketch of their marketing needs.

Generation Y

These are the people who belong to the last quarter of 20th century. Their ancestors had witnessed the two World Wars and it was the time when the countries tried to resolve their conflicts and enter into peaceful agreements so that plans for mutual development can be devised and implemented. It was the era when people focused on science and technological advancements and many new subjects were introduced. As media was emerging, people had access to better communication methods and they could share their voice with individuals living in the far areas of the world. In addition to huge development in broadcast...