Millennials and FashionBranding and Positioning through Digital Interactions

  1. Joan Francesc Fondevila-Gascón
  2. Pedro Mir Bernal
  3. Patricia SanMiguel
  4. Teresa Sádaba
  5. Silvia Pérez-Bou
Book:
Fashion Communication: Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021
  1. Teresa Sádaba (ed. lit.)
  2. Nadzeya Kalbaska (ed. lit.)
  3. Francesca Cominelli (ed. lit.)
  4. Lorenzo Cantoni (ed. lit.)
  5. Marta Torregrosa Puig (ed. lit.)

Publisher: Springer International Publishing AG

ISBN: 9783030813215

Year of publication: 2021

Pages: 117-128

Type: Book chapter

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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.

Data source: Dialnet