Generation Z Profile in Consumption Experience Using Local Fashion Brand Products
- DOI
- 10.2991/aebmr.k.210928.003How to use a DOI?
- Keywords
- local fashion products, consumption experience, generation Z
- Abstract
Fashion products are quite important needs for generation Z as their identity. However, fashion needs are certainly not prioritized during the Covid-19 pandemic. Generation Z’s perception of the need for local fashion brands can be an option due to concerns about foreign brands. This research was conducted during the New Normal and aims to determine the experience of consumption of Generation Z on local fashion products. The consumption of fashion products is dominated by women, aged 20-21 years. Most of them like shopping at the mall and the respondents’ fashion role models are celebrities. The experience of consuming local fashion products is quite high when viewed from the time to get to know fashion, spending money on fashion, duration of using fashion, and frequency of using fashion. During a pandemic, they rarely buy fashion products in terms of the frequency of purchases. The duration of using fashion is quite long when it is associated with fashion shopping expenses. The duration and frequency of using this fashion are also quite long and high in relation to the age of the respondents. This consumption experience illustrates that the consumption of local fashion products is still in demand by young consumers so that they do not always choose foreign brands.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Sari Listyorini PY - 2021 DA - 2021/09/30 TI - Generation Z Profile in Consumption Experience Using Local Fashion Brand Products BT - Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020) PB - Atlantis Press SP - 12 EP - 15 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210928.003 DO - 10.2991/aebmr.k.210928.003 ID - Listyorini2021 ER -