INFLUENCING GENERATION Y CONSUMERS’ PERCEIVED QUALITY OF FASHION BRANDS: A GENDER COMPARISON

With the intense competition in the local and global fashion industry, fashion brands need to clearly understand their target market to remain competitive. Perceived quality plays a vital role in consumers’ fashion brand decisions; however, the literature suggests differences between males and females in terms of quality perceptions. This study aims to determine whether the influence of fashion brand awareness and association on perceived quality differs between Generation Y male and female consumers. Following a descriptive research design, the data was collected from a convenience sample of 750 Generation Y consumers, using a self-administered questionnaire. This study provides an enhanced understanding of the role that gender plays in establishing the quality perceptions of fashion brands.