Fashion forward: insights into the style choices of South African Generation Y

Abstract

Fashion is a multifaceted and dynamic phenomenon that permeates various aspects of consumption, reflecting society's constant inclination towards change. The fashion industry, a significant contributor to both global and South African economies, operates in a dynamic and fast-paced environment marked by intense competition and evolving consumer preferences. Young adult consumers, currently encompassing members of Generation Y, play a pivotal role in driving social change and shaping fashion trends, making them a crucial market segment for the fashion industry. This paper aims to explore fashion trends among South African Generation Y consumers to gain insights into their style choices for market segmentation purposes. By reviewing existing literature, this research seeks to uncover the distinctive fashion preferences and behaviours of South African Generation Y, shedding light on their conspicuous status consumption tendencies and fixation on style. Understanding the unique characteristics of this market segment will assist fashion marketers and retailers in effectively targeting and engaging Generation Y consumers in the South African fashion market.