Introduction: Gen-Z are emerging as new consumers in the market, with more demands on brands than previous generations. Despite studies have showcased that brands can be perceived as cool by Gen-Z consumers, there is so far no research investigating what drives a brand to be perceived as cool by Gen-Z consumers. Furthermore, there is no research so far which has explored Gen-Z men in relation to fashion apparel consumption. This research hence seeks to gain a better understanding of Gen-Z men and their perception of cool fashion apparel brands. Purpose: The purpose of this research is to explore what factors drive fashion apparel brands to be perceived as cool by Gen-Z men, and how these factors drive fashion apparel brands to be perceived as cool by Gen-Z men. Method: This study uses a qualitative methodology, consisting of 11 semi-structured interviews on Gen-Z men. An abductive thematic analysis complimented with a theoretical model was used to analyse the interviews, the theoretical model was adapted as a result of the findings. Conclusions: The conclusions are that 7 different factors drive fashion apparel brands to be perceived as cool by the Gen-Z men in this study. It was found that the factors drive a fashion brand to be cool due to inheriting specific themes, in total 23 different themes were found across the 7 factors, hence the themes are how the seven factors drive a fashion apparel brand to be perceived as cool by the Gen-Z men in this study.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-58379 |
| Date | January 2022 |
| Creators | Rosén, Martin |
| Publisher | Jönköping University |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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