A STUDY ON GEN Z PERCEPTION TOWARDS USAGE OF BRANDED APPARALS AMONG THE YOUNG MEN OF GEN Z

Paper ID: EIJTEM_2025_12_2_41-47

Author's Name: Dr. N.Kiruthika, Mr. J. Rajesh Maharajan, Mrs. A.Nivetha

Volume: 12

Issue: 2

Year: 2025

Page No: 41-47

Abstract:

The apparel industry has witnessed significant changes in consumer behavior, particularly among Generation Z (Gen Z), who are known for their distinct preferences and strong brand consciousness. This study aims to explore the perception and attitudes of young Gen Z men towards the usage of branded apparel. By analyzing factors such as brand loyalty, social influence, quality perception, pricing, and fashion trends, the research investigates what drives the purchasing decisions of this demographic. A quantitative research methodology was employed, using structured questionnaires distributed among a sample of Gen Z male respondents. The findings suggest that brand image, peer influence, and social media presence play a crucial role in shaping their preferences for branded clothing. This study contributes to the understanding of emerging consumer behavior trends and offers valuable insights for marketers targeting Gen Z males in the fashion sector.

Keywords: Generation Z, Branded Apparel, Consumer Behavior, Brand Perception, Fashion Trends, Young Men, Brand Loyalty, Social Media Influence

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