This study focuses on the importance of clothing brands on the purchasing decisions of Generation Y individuals. The research concentrates specifically on university students aged between 17 to 26 years, located in the Vaal Triangle Area. This study aims to determine if this group of Generation Y members are brand conscious in their choices of clothing brands and what influences or motivates them to buy clothing brands. The findings suggest that Generation Y students are brand conscious, in that the right choice of clothing helps them create an image and identity for themselves. Peer and family influences play a crucial role in their choice of brands as it aids in their socialisation process. In addition, advertising is an important variable in communicating brand values and establishing an image for the brand. Celebrities also have an impact on branded clothing as they promote certain attributes such as image, quality and status. However, the results of this study are limited given that the study was only conducted amongst students in the Vaal Triangle area. Furthermore, the research does not follow the individuals over time to see how their brand choices might have changed. In order to maintain Generation Y students’ loyalty, it is recommended that brand managers focus on building an emotional attachment to make their brands special and bring a lasting competitive advantage. In addition, advertising should be used not only to create awareness but also to influence brand image and preference. Generation Y individuals establish their brand preferences at an early age especially during their years of study and, therefore, targeting this consumer group may be rewarding because with careful promotions, marketers can create a group of brand loyal customers for the future. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

This study focuses on the importance of clothing brands on the purchasing decisions of Generation Y individuals. The research concentrates specifically on university students aged between 17 to 26 years, located in the Vaal Triangle Area. This study aims to determine if this group of Generation Y members are brand conscious in their choices of clothing brands and what influences or motivates them to buy clothing brands. The findings suggest that Generation Y students are brand conscious, in that the right choice of clothing helps them create an image and identity for themselves. Peer and family influences play a crucial role in their choice of brands as it aids in their socialisation process. In addition, advertising is an important variable in communicating brand values and establishing an image for the brand. Celebrities also have an impact on branded clothing as they promote certain attributes such as image, quality and status. However, the results of this study are limited given that the study was only conducted amongst students in the Vaal Triangle area. Furthermore, the research does not follow the individuals over time to see how their brand choices might have changed. In order to maintain Generation Y students’ loyalty, it is recommended that brand managers focus on building an emotional attachment to make their brands special and bring a lasting competitive advantage. In addition, advertising should be used not only to create awareness but also to influence brand image and preference. Generation Y individuals establish their brand preferences at an early age especially during their years of study and, therefore, targeting this consumer group may be rewarding because with careful promotions, marketers can create a group of brand loyal customers for the future. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014