Millennials and Fashion: Branding and Positioning through Digital Interactions

Joan Francesc Fondevila-Gascón (), Pedro Mir Bernal (), Patricia SanMiguel (), Teresa Sádaba () and Silvia Pérez-Bou ()
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Joan Francesc Fondevila-Gascón: Universitat Ramón Llull Blanquerna
Pedro Mir Bernal: Universidad de Navarra
Patricia SanMiguel: ISEM Fashion Business School, Universidad de Navarra
Teresa Sádaba: ISEM Fashion Business School, Universidad de Navarra
Silvia Pérez-Bou: Universidad de Navarra

A chapter in Fashion Communication, 2021, pp 117-128 from Springer

Abstract: Abstract Millennials, consumers born between 1980 and the early 2000s, are characterized by living their lives linked to technology and new forms of communication. In Spain, through social networks, millennials are connected to the main brands, multiplying their interaction and constantly evolving perceptions with them, a phenomenon that contrasts with other generations that could not relate so quickly and frequently with brands. By studying the perceptions that millennials have regarding Zara, H&M, Louis Vuitton and Gucci, we seek to discover the positioning of each of these brands within the selected target, Spanish millennials, as well as understanding the position they occupy amongst millennials. A moderate association exists between attributes and brand, together with a high degree of recognition and awareness.

Keywords: Fashion; Millennials; Luxury; Perception; Positioning (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-81321-5_10

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DOI: 10.1007/978-3-030-81321-5_10

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