Uncovering Gen Z’s Styles: A Deep Dive into the Consumer Behavior in the Fashion Industry

As the first digital generation, Gen Z individuals exhibit unique characteristics and preferences that challenge traditional marketing strategies It appears that Gen Z has very different shopping habits from previous generations. This study seeks to fill this gap by conducting a thorough investigation into various aspects of Gen Z's relationship with fashion, including their shopping habits, brand preferences, influences, sustainability concerns, and how they express themselves through clothing and style choices. The study focuses only on Generation Z individuals aged 12 to 27 who actively shop for fashion items in the fashion industry and who are living around Noveleta, Cavite. The study covers three years to capture information about recent trends and changes. Due to time limitations, the study restricted data collection to interviews, excluding other methods. It will limit the investigation to specific fashion product categories, such as clothing and footwear. This study used qualitative research given that it aims to investigate how Gen Z consumers engage in the fashion industry. In this research, the researchers conduct a thematic analysis to interpret the collected data. The results of the study are, Gen Z expressed their individuality through different fashion style by creating unique outfits based on what they prefer. Social media is the most common factors influencing Gen Z’s decisions to purchase fashion products. Gen Z expressed a strong preference for sustainable and ethically produced fashion products that align with their values and beliefs. Lastly, affordability constraints are the most common experiences and challenges faced by Gen Z consumers.