Fashion Marketing: The Challenge of Targeting Generation Z considering Social Milieus

  • In the economy, it is always important to respond adequately to the wants of customers in order to satisfy their needs. The fashion industry in particular is strongly affected by the fast pace of life, which is why it is particularly important for companies in this sector to adapt their brands and their products to the current market. In order to work successoriented, the companies have to align themselves with the existing generations, whereby the companies increasingly adapt their products to the generation Y. However, Generation Y will soon be outnumbered by Generation Z. Therefore, the aim of this work is to find a suitable future-oriented marketing strategy for the fashion industry in Germany that successfully targets Generation Z while taking social milieus into consideration for defining the target audience. The first part of the thesis comprises the presentation of different theories to elucidate Generation Z and to present various approaches to milieu research. In order to answer the research question, an empirical research was conducted with Generation Z as the target audience. The study relies on quantitative data collection via primary research. The analysis of the collected data shows the current perception of Generation Z towards fashion companies, their brands and the use of social media channels. As a result, an improved social media strategy combined with appropriate communication between companies and customers is needed to reach Generation Z more widely, create brand loyalty and strengthen the company's position in the market.

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Author:Patrizia Cona
Advisor:Eva Kirner
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/08/31
Release Date:2019/09/17
Tag:Fashion Marketing; Generation Z; Mode; Verbraucherverhalten
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG