The effects of fashion marketing in the buying behaviour of Z generation : Case study: Ader Error brand

Abstract

Consumer behaviour is a dynamic field of social studies where marketing plays an important role. Consumers who are born during a certain time period share values and behaviour patterns with each other that impact on purchasing decisions. The tweens and teens of today are known as the generation Z. One of the first purchasing decisions that young consumers start making independently are clothing purchases. From the marketer’s point of view, there are different touch points along the way of a customer’s decision making journey, where they can either win or lose.

This thesis aimed to point out the critical touch points on a customer journey of generation Z when buying clothes and the effects of modern fashion marketing in their buying behaviour. The information is important for the case company, Ader Error, because generation Z is a main target group for them and the preferences are constantly staying.

This thesis utilized a deductive approach and qualitative research method to gain a deeper understanding of the behaviors of gen Z shoppers. The first part of the thesis used data collected from books, published articles, previous research, and internet sources connected to customer buying behavior, marketing in fashion and the core characteristics of Z generation as customers. Using case study of Ader Error is to emphasize the innovative marketing methods which shows the positive results to attract gen Z customers.