Clothing Consumption Conundrum
How Marketers Can Make an Impact in Promoting Sustainable Fashion
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Miranda Balbino
Image by: Simbarashe Cha for The New York Times
This site presents original research regarding Generation Z's current clothing consumption, opinions on influencer marketing, and awareness of sustainability in the clothing industry. The content on this site includes a scholarly literature review as well as primary research through a survey.
Image from: Pintrest
This study looks to explore Generation Z’s interaction with social media marketing material and their buying intention of clothing. Research is being completed to understand how Generation Z goes through the entire customer journey lifecycle when purchasing clothing. What captures Generation Z’s attention in marketing fast fashion on social media will also be determined. The data collected from this study will be crucial in targeting Generation Z in the clothing industry.
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Each page has guided navigation that describes each step of the research process. To learn more about the existing literature read:
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