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The Impact of Generation-Z on International Branding Strategy: An Analysis of Startup Fashion Brands: What are the possible challenges and advantages faced by startup fashion brands in adapting to the Gen-Z effect in their international branding strategies?
Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
2023 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study explores the profound impact of Generation Z (Gen Z) on the international branding strategies employed by small fashion brand startups. As digital natives born between the mid-1990s and early 2010s, Gen Z represents a dynamic force that challenges traditional marketing approaches. By delving into their distinct characteristics and preferences, this research aims to shed light on the ways in which Gen Z's unique mindset and behaviours shape the branding landscape.

Drawing upon a qualitative research approach, this study employs in-depth one-on-one semi-structured interviews with small fashion brand owners. Thematic analysis is utilized to uncover patterns and themes, offering valuable insights into the strategies employed by small fashion brands to engage this influential consumer segment.

Findings reveal insights and showcase that Gen Z's inclination towards authenticity, social responsibility, and individuality necessitates tailored branding strategies. Small fashion brand startups are compelled to harness the power of social media and immersive experiences to captivate Gen Z's attention.

By comprehending the impact of Gen Z on international branding strategies, small fashion brand startups can adapt and thrive in an increasingly competitive market. The implications of this research concern the fashion industry, offering valuable insights for marketers and entrepreneurs seeking to engage with Gen Z within the fashion sector.

Place, publisher, year, edition, pages
2023. , p. 94
Keywords [en]
Generation Z, International Branding Strategy, Branding, Small Fashion Brands, Startups, New Ventures, Consumer Behavior, Qualitative Research.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-121430OAI: oai:DiVA.org:lnu-121430DiVA, id: diva2:1763532
Subject / course
Business Administration - Other
Educational program
International Business Programme, 180 credits
Supervisors
Examiners
Available from: 2023-06-13 Created: 2023-06-07 Last updated: 2023-06-13Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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