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Millennials and Fashion: Branding and Positioning through Digital Interactions

In: Fashion Communication

Author

Listed:
  • Joan Francesc Fondevila-Gascón

    (Universitat Ramón Llull Blanquerna)

  • Pedro Mir Bernal

    (Universidad de Navarra)

  • Patricia SanMiguel

    (ISEM Fashion Business School, Universidad de Navarra)

  • Teresa Sádaba

    (ISEM Fashion Business School, Universidad de Navarra)

  • Silvia Pérez-Bou

    (Universidad de Navarra)

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.

Suggested Citation

  • Joan Francesc Fondevila-Gascón & Pedro Mir Bernal & Patricia SanMiguel & Teresa Sádaba & Silvia Pérez-Bou, 2021. "Millennials and Fashion: Branding and Positioning through Digital Interactions," Springer Books, in: Teresa Sádaba & Nadzeya Kalbaska & Francesca Cominelli & Lorenzo Cantoni & Marta Torregrosa Puig (ed.), Fashion Communication, pages 117-128, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-81321-5_10
    DOI: 10.1007/978-3-030-81321-5_10
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