Rationale
The fashion industry has undergone significant transformation over the past two decades, with the rise of fast fashion influencing students' priorities As trends evolve, students increasingly focus on their appearance and social perception, often at the expense of academic performance This preoccupation with fashion can lead to behavioral issues and safety concerns within college environments In light of recent incidents of violence on campuses, many college administrations have responded by enforcing dress codes or requiring uniforms to promote a safer atmosphere for students.
Fashion has gained significant global interest, making it a relevant topic for younger generations to explore Engaging in fashion research enhances their understanding of fashion as a complex and multifaceted domain, highlighting its role in garment mass production This exploration reveals the diverse forms of fashion knowledge and examines how their transmission varies in complexity across different contexts and time periods.
Fashion serves as a reflection of multiculturalism, showcasing the diverse influences of people, places, and products The way individuals dress is a representation of their cultural background, historical context, and the innovators within their society In our interconnected world, fashion varies significantly across regions, shaped by factors such as politics, technology, social dynamics, and economic conditions Ultimately, fashion acts as a universal language that bridges continents and nations, highlighting the rich tapestry of global cultures.
Understanding students' fashion preferences is essential for shaping fashion trends and marketing strategies within the industry Research on teenagers' decision-making styles has gained traction among marketing and behavioral science scholars, focusing primarily on consumer buying behavior in contemporary retail environments A student's decision-making style reflects their mental approach to making purchases, making it a crucial aspect of marketing strategies This insight is vital as it not only affects customer behavior but also plays a significant role in effective market segmentation.
This study aims to explore students' attitudes toward clothing behavior, highlighting the significance of fashion as a rapidly expanding industry that offers numerous career opportunities As awareness grows, many students are beginning to view fashion as a serious consideration for their future careers.
Purpose of the research
This study explores the fashion consumption behaviors of NEU students, examining their buying tendencies, influencing factors, and popular trends The findings offer valuable insights for those looking to align with the fashion preferences of the younger generation, helping them select clothing that allows them to blend in or stand out Additionally, the research provides crucial information for fashion brands and retailers targeting young consumers.
Scope of the research
This research is conducted based on NEU students’ responses, with the scope being
100 students from different departments of National Economic university, age from
18 – first year to 22,23 – last year and the data were collected in the last 2 months - November and December of 2021.
Research questions
In order to achieve the purpose of the research, 3 research questions are put out:
- What are NEU students’ recent fashion preferences?
- When choosing a clothing item, what factors do NEU students base on, or notice?
- What objective factors are NEU students mostly affected by in the process of choosing fashion products?
Methodology
This research employs a quantitative method, utilizing primary data collected through questionnaires Questionnaires are deemed the most effective tool for gathering data based on exploration, observation, and survey techniques The study aims to investigate the purchasing behavior of university students regarding fashion brands, with data collected from a sample of students using random sampling methods.
In December 2021, a study conducted at the National Economic University of Vietnam examined the fashion choices of university students, focusing on their shopping habits and emerging trends The research aimed to create a reliable database that highlights the fashion preferences of budget-conscious yet stylish students.
Design of the research
Introduction: introduces the rationale, purposes, scope, research questions and methodology of the research Moreover, the design of the research is also included in this part
Chapter 1: Literature Review presents an analysis of existing models and theoretical frameworks relevant to the research area, defining key terms such as "fashion trends" and "consumer behavior." It outlines the search strategy for both primary and secondary data, addressing the research problems to be discussed Additionally, this chapter incorporates perspectives from various authors on the overall research and specific research challenges.
Chapter 2: Findings and Discussion is a pivotal chapter that plays a crucial role in achieving the research aims and objectives This chapter provides a comprehensive analysis of the findings from the literature review and primary data, comparing and contrasting the results to draw meaningful conclusions Through in-depth discussions, each research objective is meticulously examined, shedding light on the key findings and their implications, thereby facilitating a deeper understanding of the research topic.
Conclusion: sums up the study and points out the limitations of the research Also, this part contains suggestions for further studies in the same topic or same field.
LITERATURE REVIEW
Fashion trends
1.1.1 The concept of fashion trends
Fashion, as defined by Susan B Kaiser (2019), serves as a means of self-expression and autonomy, shaped by specific contexts in terms of clothing, footwear, accessories, makeup, hairstyle, and body posture It reflects the current trends established by the fashion industry, showcasing what is popular at a given time and place.
Trends, as defined by DYNI magazine (2020), represent a specific aesthetic that emerges during a particular season or time, primarily showcased through the collections of fashion houses These trends are rooted in extensive research across various aspects of life.
Fashion trends reflect socio-cultural influences and are primarily expressed through the visual and tactile qualities of clothing While some trends are fleeting fads, others are enduring and can inform long-term strategic practices in the fashion industry.
In essence, a fashion trend represents a style innovation embraced by a specific group of people within a particular time and place These trends celebrate beauty based on contemporary standards and evolve alongside societal changes They reflect the distinct characteristics of various time periods, professions, age groups, and even individual identities As Rachel Zoe aptly puts it, “Style is a way to say who you are without costing you a word.”
1.1.2 Previous study on fashion trends
Student fashion has evolved significantly, particularly at universities where uniforms are no longer required, allowing students to express their individuality through their clothing choices Gone are the days of minimalist and monochromatic outfits; today's campus style embraces vibrant colors and stylish combinations Young women often opt for colorful dresses and powerful suits that exude charm, while young men favor eye-catching shirts and tailored polo shirts paired with jeans or trousers, striking a balance between simplicity and fashion This transformation highlights the growing trend of students showcasing their personalities through their fashion choices, making campus attire both polite and trendy.
1.1.2.2 Fashion trends in daily life:
Young people often face restrictions in their clothing choices due to uniforms or formal attire for work and school, but after hours, they enjoy a wide variety of fashion options The youth fashion landscape is increasingly leaning towards breaking traditional norms, with Generation Z quickly embracing global fashion trends This generation is adept at mixing and matching outfits to express their individuality and stand out For instance, when socializing over coffee, each person curates a unique style that reflects their personal tastes and budget.
1.1.2.2.1 Recent popular trends among youngsters on their daily life:
Minimalism, influenced by Japanese aesthetics, embodies a blend of simplicity and luxury, showcasing sophistication in design Luxury brands like Gucci, Balenciaga, and Bottega Veneta, along with Kering's Corporation, have embraced this minimalist approach, emphasizing that rapid growth and widespread appeal arise from straightforward styles rather than complex combinations (Alan, 2020)
Hippie is defined as a combination of clothes, skirts, layers and often accompanied by accessories that do not follow any rules of coordination, creating a complex but reasonable, unique whole (Stiefvater, 2018)
Sporty style features elastic, form-fitting clothing that is not only ideal for workouts but has also gained popularity for its comfort and diverse designs This trend is embraced by celebrities like Kendall Jenner, Gigi Hadid, Beyoncé, and Rihanna, who showcase unique city-chic combinations, making sporty outfits a modern and effortlessly stylish choice for everyday wear.
Oversized fashion has become a signature style for Generation Z, blending comfort and nostalgia According to the German Press Agency (2021), this trend features a mix of slacks, loose tops, hoodies, oversized blazers, and shirts paired with jeans, all contributing to a vintage aesthetic reminiscent of the Y2K era.
Fashion trends from previous decades are making a comeback with a fresh twist, as noted by Feiam (2021) This revival is characterized by the combination of chunky sneakers, colorful pleated skirts, tie-front tops, shiny materials, baguette bags, denim-on-denim styles, and vibrant sunglasses Additionally, popular accessories among the youth include scrunchies, claw clips, mini jaw clips, ultra-wide headbands, butterfly hair clips, and pearl embellishments (elle.vn, 2020).
Apart from styles, fashion also includes many elements that have enormous impacts on defining fashion trends, such as materials, colors, items, accessories…
Young consumers prioritize comfort and fashion in their material choices, leading to a preference for synthetic materials derived from fossil fuels, as well as natural options like cotton, wool, silk, leather, and cellulosic fibers such as viscose Additionally, experimental fabrics are gaining traction in the market (Lenzing, 2020).
In recent fashion trends, pastel and earth tones have gained popularity, with sage, turmeric, brown, and red emerging as some of the most frequently used colors Other notable combinations include pastel green and light blue, olive and terracotta, mustard and wine, as well as petrol blue and blush pink Rust and pink, particularly pink, are highlighted as standout colors for 2021.
High-waisted pants are set to make a significant impact in men's fashion, while statement sleeves are expected to rise in popularity Chunkier soles and heels will remain on-trend, and wider, looser cuts may take center stage Additionally, "shackets" are anticipated to become a must-have item in 2021 As the seasons shift from winter to spring, knits and ribbed fabrics will gain traction, and velour tracksuits may be making a stylish comeback.
Baguette bag, pearl choker, hair claw clip, small sunglasses, ankle socks, white boots, stretchy headbands, chunky hoop earrings, leopard bag, retro colorful resin rings.
Consumer behavior
Decision-making involves selecting from multiple options, with each individual acting as the primary decision-maker in their life, free from external influences (Bae, 2008; Wehmeyer, 1992) Understanding consumer decision-making styles is crucial in marketing and behavioral sciences, as it significantly impacts consumer behavior and aids in effective market segmentation (Wanninayake, 2014).
1.2.1 The theory of consumer behavior
Consumer behavior is the analysis of how individuals, groups, or organizations engage in the purchase, use, and disposal of goods, services, and ideas (Kuester, S, 2012) It encompasses the decision-making processes related to what consumers buy, want, or need, and how they interact with products and services (Schofield, T, 2021) Understanding consumer behavior involves examining the factors that influence buying decisions, providing valuable insights into consumer motivations and preferences.
Consumer decision-making behavior can be categorized into three main approaches: the lifestyle approach, consumer typology approach, and consumer characteristics approach (Wanninayake, 2014) The lifestyle approach encompasses various aspects of consumer behavior, while the consumer typology approach classifies customers into distinct types In contrast, the consumer characteristics approach emphasizes the cognitive dimensions influencing decision-making Notably, the consumer characteristics approach is regarded as the most dominant and descriptive among these methods (Lysonski et al., 1996), focusing on the mental orientation of consumers during the decision-making process.
Sproles and Kendall (1986) introduced the Consumer Style Inventory (CSI), a scale designed to assess eight key mental characteristics of consumers These characteristics include perfectionism, brand consciousness, novelty seeking, fashion consciousness, recreational shopping tendencies, price-value awareness, impulsiveness, and confusion stemming from excessive choices, as well as brand loyalty.
The selection of this scale is based on the findings of various empirical studies conducted by Wanninayake, which conclude that Consumer Style Inventory (CSI) is applicable for analyzing consumer decision-making styles in both developed and developing countries.
1.2.1.2 Theory of objective factors affecting consumers’ behavior:
Lerkpollakarn (2009) identifies four key factors influencing consumer behavior in fashion: physical factors (including comfort, fabric, body shape, fit, climate, functionality, seasonality, and cultural aspects), identity (encompassing reliance, mood, personal style, celebrity influence, and brand image), lifestyle (covering profession, quality, and price), and store environment This research will utilize the Lerkpollakarn model due to its comprehensive and concise nature.
1.2.2 Previous study on consumer behavior
Based on the definition, which was mentioned above, consumer behavior is studied in 2 aspects: mental characteristics of consumers and objective factors affecting their purchase decisions
High-quality-conscious customers meticulously seek the best products, while brand-conscious individuals opt for expensive, well-known brands In contrast, novelty and fashion-conscious shoppers pursue innovative items for excitement Recreational shoppers view shopping as a pleasurable activity, whereas price-conscious customers prioritize value for money Impulsive buyers make spontaneous purchases without planning, and confused customers face information overload due to excessive brand choices Lastly, habitual or brand-loyal customers tend to stick to their preferred brands and stores.
Research indicates that high fashion-conscious and impulsive consumers tend to be young, high-income individuals with lower ethnocentrism (McDonald, 1994) Additionally, quality and brand-conscious individuals primarily come from affluent backgrounds and show minimal preference for domestic brands (Wang et al., 2002) Conversely, habitual customers are often associated with lower education levels and income brackets.
1.2.2.2 Factors affecting fashion purchase decisions
Studying about objective factors affecting consumer’s fashion consuming process, Lerkpollakarn (2009) had mentioned 4 main types of factors: (l p pô la kan)ớ
Physical factors directly affected fashion consumption such as comfort, fabric, body shape, balance/fit, body exposure, climate, functionality, seasonality, and culture (Wanninayake, 2014)
Physiological factors encompass elements such as body shape, balance, comfort, functionality, and cultural influences that impact consumer decisions Body shape significantly affects purchasing choices, as customers often seek products that align with their physical attributes Additionally, product comfort and utility are crucial attributes, as consumers prioritize comfortable items that meet their specific needs.
Identity factors significantly impact consumer behavior in fashion clothing, as individuals often select products based on personal reliance, mood, individual style, celebrity influence, and brand image.
Personality significantly impacts consumer purchasing behavior, as each individual possesses unique traits Key factors such as self-confidence, self-awareness, sociability, and independence shape a person's personality, leading to diverse purchasing processes among consumers.
Mass media, including television, movies, magazines, and the internet, significantly influence daily life across all societies One notable impact of this media saturation is the widespread dissemination of celebrity ideals.
A strong brand serves as a vital asset in drawing consumers to purchase products, particularly in the clothing industry Due to globalization and effective media advertising strategies, numerous brands have gained popularity beyond their home countries, successfully penetrating high-potential markets worldwide.
Lifestyle significantly impacts consumer buying behavior, as garments are often tailored to fit specific lifestyles Shoppers tend to select products, services, and activities that align with their lifestyle choices, which can include factors like profession, quality, and price Additionally, occupation plays a crucial role in garment purchasing decisions, as individuals hold various roles and statuses within their social circles, including groups, clubs, families, and organizations.
The store environment plays a crucial role in influencing fashion shoppers' purchasing decisions According to research by Chebat and Michon (2003), shoppers' perceptions of the store ambiance can significantly affect their mood during the shopping experience This highlights the importance of creating an appealing retail environment to enhance customer satisfaction and drive sales.
(1983) suggest that shoppers’ attitude towards a mall environment may be more important in influencing effective response than the attitude towards a product
1.2.2.3 College students’ behavior in fashion purchase
FINDINGS AND DISCUSSION
Background information of respondents
Figure 2.1 Year-based students sorting
The total number of survey respondents is 100 students, with 82% being first-year students, 7% being second-year, 5% being third year and 6% being last-year
According to the survey data, 66% of participants identify as female, while 33% identify as male, and 1% of respondents chose not to disclose their gender.
Figure 2.3 Budget for fashion purchase per month
In a recent survey on fashion spending among students, a significant majority (69%) reported spending less than 1 million per month on fashion items Meanwhile, 21% indicated monthly expenditures ranging from 1 to 3 million Only a small fraction of respondents, 7% and 3%, respectively, spend between 3 to 5 million and over 5 million on fashion products each month.
Fashion trends of National Economic University students
Fashion trends for young people are in a constant state of flux To gain insights into college students' preferences when selecting fashion items, a questionnaire was distributed featuring several targeted questions.
To gain insights into students' fabric preferences for clothing, a questionnaire was conducted, allowing respondents to select multiple materials they typically choose.
According to the survey data, cotton fabric is the most popular choice for daily wear, selected by 85% of respondents, followed by polyester at 40% Natural fibers and woven fabrics are also common, each representing nearly one-third of the participants In contrast, leather and other materials are less favored, with only 20% and 3% usage, respectively This indicates that students predominantly prefer affordable and soft fabrics like cotton and polyester for their clothing.
In summary, cotton emerges as the most preferred material among students, with polyester and woven fabrics following closely behind, while leather and other materials are used less frequently This finding aligns with Lenzing's 2020 assertion that young consumers prioritize comfort and fashion in their material choices.
Secondly, right after the material of the clothes, the survey asks about the colors of the clothes that are commonly used
According to the survey, 60% of participants prefer neutral shades for their daily attire, while 48% opt for cool colors Pastel colors are chosen by 34% of respondents, and hot tones are favored by 21% Notably, less than 20% of those surveyed select clothing colors at random for everyday wear.
In conclusion, the majority of students favor neutral and cool-toned clothing, as evident from the chart Notably, a few respondents expressed no preference for a specific color type Contrary to Madeline Fass's 2020 prediction, pastel colors are not the dominant choice among students, with cool and neutral shades being the most preferred, making pink an unlikely favorite color.
Fashion accessories are the next element that this study researched Due to the result, a variety of kinds of accessories have been noted in the responses
A recent survey reveals that 27% of participants prefer wearing bandanas or turbans, while a similar number of students, with only a 1% difference, opt for hair clips Additionally, necklaces featuring pearls or charms are favored by 20% of respondents, and 18% choose the intrecciato bag as their accessory of choice.
Over one-fifth of respondents prefer face masks with eyeglasses chains as their accessory of choice, while less than 3% of students opt for colored plastic rings Additionally, only 3% of students select other accessories, highlighting the popularity of face masks and eyeglasses among youngsters.
The survey of 100 students reveals that bandanas and turbans are the most popular accessories, favored for their versatility and unisex appeal These items can be styled in numerous ways, making them a top choice among students.
In addition to the previously discussed factors, style plays a vital role in fashion trends A recent survey categorizes style into two primary types: working/school style and casual style, reflecting the distinct environments of students' lives—formal situations and everyday activities.
Figure 2.7 Trending styles at work/school
According to the survey, a significant majority of respondents (93%) prioritize comfort over formality when it comes to their daily attire, opting for casual clothing such as jeans, T-shirts, and hoodies for both school and work In contrast, only a quarter (24%) and one-fifth (22%) of respondents prefer uniforms and suits, respectively These findings suggest that comfortability is the primary consideration for students and working individuals when choosing their daily attire, outweighing the importance of formality.
Figure 2.8 Trending styles in daily life
In a recent survey on casual fashion preferences among students, minimalism emerged as the dominant style, favored by 76% of respondents Additionally, 52% of students expressed a preference for oversized outfits, while only 23% identified sporty attire as their favorite Other styles, including Hippie, Y2K, and Dark Academia, garnered significantly less interest, with only 8%, 4%, and 7% of students choosing these options, respectively.
Current fashion trends among students reveal a preference for minimalism and oversized styles, emphasizing comfort and simplicity This shift indicates that young people favor easy-to-wear outfits over more complex, layered looks associated with Y2K and hippie styles.
Current fashion trends significantly influence students' preferences for fashion brands, as evidenced by survey data The results indicate a clear tendency among students to select and remain loyal to their favorite brands Notably, respondents were allowed to choose multiple brands, which is reflected in the following tables showcasing their answers.
In the domestic market, BOO leads with a significant share of 47.7% Following BOO are brands like DirtyCoins, Degrey, Teelab, SWE, and Coolmate, each capturing approximately 20% to 25% of consumer preference Brands such as Clownz, "Crazy Lips," and TRed-X have a smaller presence, with preferences below 20% Lastly, less popular brands including Grimm DC, Yellow Flicker, HBS, Freakers, and 67% CLUB account for less than 10% of consumer preference.
Purchasing behavior of National Economic University students
Consumer behavior has intrigued social science scholars for decades, particularly in the last 50 years, as it encompasses the impact of societal, economic, and technological changes on customer actions A survey involving 100 NEU students aims to provide insights into their purchasing behavior, with each question allowing only one response, reflecting the percentage of answers The study identifies three primary factors influencing consumers' purchasing decisions: mental factors related to consumer psychology, physical attributes of clothing, and external influences from the surrounding environment.
The first chart depicts the influence of mental factors on consumers' purchasing decisions regarding fashion items Utilizing the Consumer Style Inventory (CSI) model, this research analyzes consumer characteristics across eight key criteria: high-quality conscious, price-conscious, brand-conscious, fashion-conscious, recreational, impulsive, confused by over-choice, and brand loyalty.
Characteristic Never Rarely Usually Frequently Always
A recent survey revealed that 53% of participants prioritize high-quality consciousness when purchasing fashion items, while nearly half are price-conscious Interestingly, 34% of respondents rarely or never consider brand-consciousness important, contrasting with 42% who do Additionally, 32% of students usually evaluate the fashionability of products, and 33% frequently do so The recreational aspect is less significant, with only 39% caring about it regularly Factors like impulsiveness and confusion from excessive choices also play a role, with 25% usually considering impulsiveness and 27% contemplating confusion Ultimately, 72% of participants regard brand loyalty as a crucial factor influencing their fashion purchases.
In summary, the data indicates that NEU students prioritize quality and price over fashion trends and are less influenced by brand names, often feeling overwhelmed by excessive choices.
2.2.2 Physical factors of fashion items
The second bar chart clarifies the physical factors of fashion items that affect the students’ fashion choosing process, with 7 categories: comfort, fabric, body shape, climate, functionality, culture, and price
Physical factors Always Frequently Usually Rarely Never
Comfort is a vital factor for approximately 85% of participants when selecting fashion items Additionally, 80% of candidates consistently evaluate textiles before making a purchase, while 40% always and another 40% frequently consider these factors Body shape is also a significant consideration, with 90% of respondents acknowledging its importance Furthermore, around 59% believe climate plays a crucial role in clothing purchases, although nearly 10% rarely or never consider this factor Functionality and cultural influences are also relevant, with 20% of participants always considering functionality and 20% always and 40% nearly always taking culture into account Lastly, price is a critical element for most, with only 6% of respondents rarely or never factoring it into their decision-making process.
Students prioritize comfort, body shape fit, and price when selecting fashion products, while factors such as climate and cultural relevance are often overlooked in their purchasing decisions.
2.2.3 Other objective factors affecting fashion products purchasing process
The final chart illustrates various factors that impact students' attitudes towards purchasing fashion products It highlights six key elements: mood, personal style, celebrity influence, brand image, social environment including friends and family, and the overall store environment.
Outer factors Always Frequently Usually Rarely Never
The study reveals that mood significantly influences students' fashion purchases, with 34% frequently and 22% always considering their mood in buying decisions Additionally, 80% of participants prioritize their personal style when shopping In contrast, celebrity influence appears minimal, as over half of the respondents usually, and nearly 30% rarely or never, base their purchases on celebrity endorsements Brand image is also of limited importance, with more than half of students indicating they typically consider it, while about 25% disregard brand reputation However, social factors such as the opinions of friends and family play a crucial role, with 48% of respondents usually aware of these influences Lastly, the store environment affects purchasing decisions for 32% of participants, and a total of 45% commonly or consistently take it into account.
In consolidation, personal style is an essential factor that students base on while choosing their clothes Brands’ images, otherwise, are said to not really affect students
Besides the 3 main groups of factors that were discussed above, there is one more category that this research considered: the attitude of students toward purchasing local or global brands
Research findings indicate that only 5% of respondents prefer domestic brands exclusively, while 14% favor global brands Notably, a significant 81% of participants express a preference for both local and international brands This data suggests that the brand origin—whether local or global—has minimal impact on the fashion purchasing decisions of students, as many appreciate both types of brands equally.
Participants in the survey provided insights into their preferences for domestic versus international brands, revealing key reasons behind their biases The data collected from students is illustrated in the two tables below.
Figure 2.11 Reasons for choosing domestic brands' products
A significant 86% of participants express a preference for domestic products or a combination of local and global brands Among them, over half (60%) cite affordability as their primary reason for choosing domestic items, while 58% emphasize the importance of supporting their country through their purchasing decisions.
A significant portion of Vietnamese consumers, over 45%, prefer made-in-Vietnam products due to the convenience of local shopping options Additionally, around one-third of students believe that domestic clothing better fits their body shapes Interestingly, the influence of celebrities plays a minimal role, with only 15% of students citing it as a reason for choosing local brands Furthermore, the limited availability of domestic options is attributed to shorter shopping distances.
Data indicates that students are primarily drawn to local brands due to their reasonable prices and a supportive attitude towards domestic products Conversely, the proximity of these brands holds little significance for them, as the rise of e-commerce allows consumers to shop from home with just a click or a swipe on their screens.
For foreign brands, the questionnaire provides the respondents with several reasons and received different results
Figure 2.12 Reasons for choosing global brands' products
A significant 95% of survey participants expressed a preference for global brands or a mix of local and international options, with nearly 78% favoring foreign products due to their perceived high quality Additionally, 64% of respondents indicated that the popularity of a product influenced their decision to purchase global items Almost half of the participants were drawn to foreign brands for their unique designs and offerings unavailable in local stores While fashion trends and brand fame also played a role, less than 40% cited these as reasons for choosing international brands Notably, size was deemed an insignificant factor, with only 1% of respondents considering it when selecting international fashion products.
Students prefer international products primarily due to their high quality and diversity In contrast, the size of the products is not a significant factor, as domestic products tend to be more suitable for consumer needs compared to global alternatives.
RECOMMENDATIONS
Recommendations for young fashion consumers
3.1.1 Recommendations about common fashion styles
Fashion holds significant importance in our lives, encompassing styles of dressing, accessories, and jewelry that reflect current trends and personal preferences Despite its prominence, many individuals, especially youngsters, may lack knowledge about the latest fashion trends To address this gap, survey results suggest several useful fashion recommendations tailored for young people.
For students seeking affordable, durable, and versatile materials, cotton and polyester products are an ideal option These fabrics are particularly favored by young people due to their comfort and wide variety of fashion items available at low prices.
The color combination of clothing plays a crucial role in students' daily attire Neutral tones are an excellent choice, as they are versatile and easily paired with various colors Additionally, cool and pastel shades offer a pleasant and gentle aesthetic, making them suitable options for those who prefer softer hues.
As for accessories, items that never cease to be hot like bandanas/turbans, hairclip; bracelets will be the optimal choices to accompany the set
According to survey results, minimalism and oversized styles, along with sportswear, are excellent fashion choices for students, prioritizing comfort and ease of movement While these styles may not be suitable for formal settings like work or school, they remain ideal for everyday wear Renowned brands such as BOO, Dirty Coins, Adidas, and Nike consistently rank as top preferences, highlighting their popularity in casual fashion.
3.1.2 Recommendations about unique fashion styles
"Fashion may change over time, but personal style is timeless," as Coco Chanel famously stated Fashion encompasses more than just attractive clothing and accessories; it’s about expressing individuality and showcasing one’s unique style Everyone has the potential to develop their own fashion identity While certain garments or accessories may not be deemed conventionally beautiful, they can serve as a catalyst for innovation in fashion, allowing individuals to embrace what makes them distinct.
For those who embrace a unique style, combining random colors can be an excellent choice Color plays a crucial role in creating a strong visual impact, and when different colors are harmoniously paired, they can lead to innovative and fresh fashion statements Embracing diverse color combinations allows wearers to express their individuality and stand out in the fashion world.
Fashion enthusiasts can explore various predefined styles like Y2K, Hippie, and Dark Academia, each characterized by unique color palettes, distinctive jewelry, and intricate combinations of clothing items These styles are ideal for individuals who want to express their individuality and stand out from the crowd.
For students seeking to express their individuality through fashion, lesser-known brands like Moi Dien and Lining offer unique options that stand out from mainstream trends While these brands may not be widely recognized and can come with a higher price tag, their distinctive styles cater to those who prioritize boldness over conformity The uncommonness of these fashion items appeals to individuals who are more focused on cultivating their personal style rather than following popular fashion norms.
These recommendations, derived from research findings, aim to enhance people's understanding of fashion This study aspires to deepen readers' comprehension of fashion while guiding them in selecting suitable and aesthetically pleasing items for their personal style.
Recommendations for fashion brands and stores
Young people possess a strong sense of self-awareness, making it challenging for brands to persuade them to adopt styles or products that don't align with their personal tastes To effectively engage this demographic, brands and stores must ensure their offerings resonate with the preferences and trends favored by the younger generation.
3.2.1 Recommendations based on students’ fashion trends and preferences
Fashion brands and stores should prioritize pricing strategies to make their products more affordable for students, who often face financial constraints due to school fees, meals, and accommodations A significant portion of students, nearly 70% of respondents in this study, reported spending less than 1 million VND on fashion items, highlighting the need for brands to adjust their pricing to meet the budgetary limitations of this demographic.
Brands should develop a strategy to produce fashion items that are comfortable, identical, and feature neutral and cool colors, catering specifically to the active and enthusiastic Generation Z This demographic is often seen engaging in work and leisure with a youthful and inspirational attitude The preferred materials for their clothing include cotton, polyester, and woven fabrics, which are not only comfortable and absorbent but also easy to wear Additionally, neutral shades and cool tones are favored by students, making it easier for them to mix and match with accessories Popular choices among young people include bandanas, turbans, hair clips, earrings, and necklaces, which allow them to express their personal style without being overly complicated.
Generation Z prioritizes comfort over formality in their clothing choices, often opting for simple yet polite outfits for school and work Their preferred style leans towards minimalist and oversized designs, which provide ease and comfort Even in casual settings like hanging out with friends or relaxing at home, comfort remains their top priority, reflecting a broader trend in their fashion preferences.
Fashion brands and retailers must understand the key factors influencing their styles to optimize their strategies effectively Research indicates that peer influence and endorsements from celebrities or influencers significantly impact students' fashion choices Therefore, it is advisable for brands to implement targeted marketing strategies, such as collaborating with popular influencers and fashion experts to promote their predominant styles Additionally, offering small gifts or vouchers to customers who share their products with friends and family can enhance brand recognition and encourage wider acceptance of their fashion offerings.
3.2.2 Recommendations based on students’ purchase behavior
Brands and stores should prioritize creating a more logical clothing sectioning and arrangement system Data indicates that students tend to be both quality-conscious and price-sensitive, highlighting the need for brands to enhance product quality while adjusting prices accordingly Additionally, over half of the respondents expressed confusion due to excessive choices, suggesting that simplifying options could improve the shopping experience.
Brands and retailers should offer a wider range of clothing sizes and produce more variations of popular designs Research indicates that, alongside price and comfort, body shape plays a crucial role in the purchasing decisions of Generation Z This demographic prioritizes the fit of clothing over brand names, making it essential for stores to provide diverse size options By doing so, customers can enjoy a more convenient shopping experience and avoid the frustration of finding their preferred styles unavailable in their size, whether they are undersized or oversized.
Brands and stores should establish a distinct style that influences all product designs, as research indicates that personal style significantly impacts students' clothing and fashion choices By adopting a cohesive style across their offerings, brands can effectively cater to their target audience, fostering customer specialization and cultivating potential brand loyalty.
In conclusion, recommendations for local and global brands stem from students' brand preferences, revealing that while some students are indifferent to brand origin, each type offers unique advantages that influence purchasing decisions To leverage these insights, both local and global brands should not only enhance their strengths but also recognize and adopt the advantages of their counterparts to improve their market position.
To maximize their potential, domestic brands should leverage the growing preference for made-in-Vietnam products by incorporating Vietnamese history, culture, and imagery into their clothing designs This approach not only enhances product support but also fosters national pride Designers must strike a balance, ensuring that their creations reflect authentic Vietnamese elements while remaining modern and innovative Additionally, diversifying designs and improving product quality are essential strategies to compete with global brands and attract consumer preference.
International brands can enhance their appeal in Vietnam by incorporating the national spirit into their offerings, as local consumers are enthusiastic about Vietnam-inspired products To cater to the convenience sought by students and other customers, global brands should consider establishing branches in Vietnam, facilitating easier access to their fashion products.
The study explored the fashion styles and consumer behaviors of students, particularly those at NEU, offering insights that help students identify their unique fashion preferences while providing brands with strategies to enhance their business development.
This research aimed to establish a theoretical framework and a robust database by reviewing 32 fashion-related articles and studies in both English and Vietnamese, alongside conducting a survey of 100 students from NEU It defined fashion trends and consumer behavior, utilizing the CSI model by Sproles and Kendall (1986) and Lerkpollakarn’s model to effectively guide the research process.
In order to clarify and provide more information about the named title “National
Economic University students’ preferences of fashion: Fashion trends and consumer behavior,” 3 research questions had been put out:
“What are NEU students’ recent fashion preferences?”
“When choosing a clothing item, what factors do NEU students base on, or notice?”
“What objective factors are NEU students mostly affected by in the process of choosing fashion products?”
Most people prefer cotton or polyester fabrics for their clothing due to their comfort and stretchiness Contestants typically select neutral colors that are easy to coordinate and evoke a sense of comfort without being overly fussy Simple accessories like bandannas, hair clips, and necklaces are favored for everyday wear NEU students lean towards a minimalist style for daily outfits, while prioritizing comfort in their work attire When it comes to brand preferences, NEU students predominantly choose the domestic Boo brand, while Adidas and Nike are the leading international brands.
Research indicates that NEU students prioritize quality and price over fashion trends and are not easily overwhelmed by excessive choices However, they show a lower tendency to be influenced by brand names during their purchasing decisions.
