BRAND SWITCHING BEHAVIOUR AMONG GEN Z FASHION CONSUMERS
Ms Shivaki Shahi Fashion Management Scholar , Department of Fashion Management Studies, National Institute of Fashion Technology , Ministry of Textiles , Govt. of India , Daman Campus
Abstract
Brand switching behaviour has emerged as a significant concern for fashion brands, particularly in the context of Generation Z consumers who demonstrate dynamic and rapidly evolving consumption patterns. Characterised by high digital engagement, strong identity expression, and heightened expectations from brands, Generation Z consumers are more willing to switch fashion brands when their preferences and values are not adequately met. This study aims to explore the factors influencing brand switching behaviour among Generation Z fashion consumers.
The research draws upon existing literature to examine the role of customer satisfaction, brand trust, product-related attributes, social media influence, and brand avoidance in driving switching behaviour. A descriptive research approach is adopted to synthesise insights from both global and Indian contexts within the fashion industry. The study highlights how internal factors such as emotional attachment and personal identity interact with external factors such as pricing, promotions, influencer marketing, and availability to influence switching decisions. The findings of this research are expected to contribute to a deeper understanding of Generation Z consumer behaviour and provide practical implications for fashion brands seeking to strengthen loyalty and reduce brand switching.
Introduction
The fashion industry is marked by intense competition, frequent trend cycles, and continuously changing consumer preferences. Within this environment, brand switching has become a common behavioural pattern, especially among younger consumers. Generation
Z, having grown up in a digitally connected and media-saturated landscape, exhibits distinct consumption behaviours that differentiate them from earlier generations. Their purchasing decisions are shaped not only by product quality and price but also by social influence, brand values, and personal identity alignment.
Brand switching behaviour refers to the process through which consumers discontinue purchasing from one brand and shift to an alternative within the same product category. In the fashion sector, this behaviour is influenced by a combination of functional, emotional, and situational factors. Prior research indicates that dissatisfaction with product features, lack of brand trust, ethical concerns, and ineffective brand communication can lead consumers to avoid or abandon certain brands. For Generation Z, these factors are further amplified by the pervasive role of social media and influencer-driven content.
Understanding brand switching behaviour among Generation Z fashion consumers is increasingly important for both global and domestic fashion brands. As Generation Z consumers display lower brand loyalty and higher awareness of available alternatives, retaining this segment requires a nuanced understanding of their expectations and motivations. This study seeks to examine the determinants of brand switching behaviour among Generation Z fashion consumers by drawing insights from existing scholarly literature. The research aims to offer meaningful implications for fashion marketers and brand managers in designing strategies that foster trust, relevance, and long-term engagement with this emerging consumer group.
Objective
1. To examine brand switching behaviour among Generation Z fashion consumers. 2. To identify key factors influencing brand switching decisions in the fashion industry.
3. To analyse the role of social media influence in shaping brand switching behaviour among Generartion Z consumers.
Research Methodology
This study follows a descriptive research approach to understand why Generation Z consumers switch fashion brands. The research is based on secondary data, collected from existing research papers, journals, and studies related to fashion consumer behaviour and brand switching.
Both Indian and global studies were reviewed to identify the main reasons behind brand switching, such as product quality, price, fit, brand trust, social media influence, and brand values. The information from these sources was carefully compared to find common themes and patterns related to Generation Z’s behaviour. This approach helps build a clear understanding of the topic and creates a foundation for future primary research
Literature Review
FRIDAYANTI, S. A. (2023). et al This study looks at why Indonesian consumers are switching from global fashion brands to local brands. As local fashion brands grow and compete well, many customers now prefer buying local products. The research uses an online survey of 266 respondents to study brand switching behaviour. The results show that factors like local identity, brand attitude, brand trust, brand credibility, and customer satisfaction influence brand switching. It also finds that satisfied customers tend to trust brands more. Overall, the study helps global fashion brands understand why customers switch and how to improve their strategies in Indonesia.
Vajkai, et al (2020)Most studies on consumer behaviour focus on why people like or choose certain brands, but this research looks at the opposite why people avoid brands. Understanding what consumers do not want is just as important as knowing what they prefer. This study examines five types of brand avoidance: bad experiences, mismatch with personal identity, moral concerns, poor value, and annoying advertising. The research is unique because it studies all five types together in the fast fashion industry, which has not been done before. It uses a special method to show which reasons for avoidance are closely connected. The results also group Gen Z consumers to show the main factors influencing their brand avoidance behaviour.
S., Bajracharya et al(2024)This study looks at how social media influencers affect brand switching among Millennials and Gen Z in cities of Nepal like Kathmandu and Lalitpur. The researchers surveyed 150 people and analysed the data using statistical methods. The results show that social media influencers strongly influence people to switch brands. However, celebrities and traditional opinion leaders do not have much effect on brand switching. Younger consumers mostly use social media platforms like Instagram, which shapes their choices and opinions. The study suggests that businesses should focus more on social media influencers to attract and retain young customers.
George et al (2024)This research studies why Gen Z women aged 18–26 switch cosmetic brands in the city of Bengaluru. The cosmetic market is growing fast, so it is important to understand what makes young consumers change brands. The study uses both surveys and interviews to get a clear and detailed understanding of their decisions. It looks at how Gen Z consumers think, feel, and choose cosmetic products. The findings help marketers understand what influences brand switching among young women. Overall, the study provides useful insights into Gen Z consumer behaviour in the cosmetic industry. Michaelidou, et al (2005)This paper studies whether people switch clothing brands because they want variety in their lives. It focuses on an internal factor called the need for stimulation, which means how much change or excitement a person wants. The study measures how much consumers like variety and whether this leads them to change clothing brands. The results show that needing variety does not lead to brand switching in clothing purchases. This suggests that people switch clothing brands for other reasons, not just because they want something new. The paper also explains that brand switching depends on the type of product, and clothing may be different from other product categories.
This study helps marketers understand why consumers switch fashion brands, depending on the type of product. A survey of 184 young adults in Seoul was conducted to analyse brand-switching reasons. The results show that people switch clothing brands mainly because of product features like design, colour, price, size, and fabric. Clothing brands are also affected by situations, such as availability or occasion. In contrast, shoe brand switching happens more due to discounts, promotions, friends’ influence, or desire for change. The study suggests that clothing brands should improve product quality, while shoe brands should focus more on promotions to reduce brand switching.
A., & Sharma, N. (2010) et al This study looks at how young consumers build relationships with brands and how this affects their decision to switch brands. The research focuses on people aged 13 to 25 years in an emerging Indian market. The results show that young consumers form strong brand relationships in many ways, such as trust, attachment, and emotional connection. Teenagers show stronger love and passion for brands than young adults. The study also finds that family influences brand switching more than friends. Lastly, even when consumers like a brand, they still compare prices before deciding to switch.
Findings
The existing literature indicates that brand switching behaviour among Generation Z fashion consumers is a multidimensional phenomenon shaped by cognitive, affective, and situational influences. Relationship marketing perspectives suggest that customer satisfaction and brand trust play a significant role in reducing switching tendencies, while dissatisfaction increases consumers’ likelihood of exploring alternative brands (Fridayanti, 2023). From a consumer identity and brand avoidance perspective, incongruence between brand image and personal identity, along with ethical concerns and negative experiences, contributes to avoidance and subsequent switching behaviour (Vajkai & Zsóka, 2020). Product attribute theory further highlights that functional factors such as design, price, fabric, fit, and availability strongly influence clothing brand switching, reinforcing the importance of perceived product performance in fashion consumption (Michaelidou et al., 2005; George, 2024). These findings collectively suggest that brand switching is often triggered by unmet expectations rather than mere desire for variety.
The literature also underscores the growing relevance of social and emotional influences in shaping Generation Z’s brand switching decisions. Social influence theory emphasises the dominant role of digital platforms and social media influencers, whose impact on young consumers surpasses that of traditional opinion leaders and celebrities (Singh et al., 2024). Emotional branding research indicates that although young consumers develop trust, attachment, and affective connections with brands, they remain highly price-conscious and inclined toward comparative evaluation, which sustains their propensity to switch brands (Sahay & Sharma, 2010). Moreover, situational factors such as promotions, peer influence, and market availability further reinforce switching behaviour, particularly within fast-changing fashion environments. Overall, the reviewed studies reveal that Generation Z exhibits relatively low brand loyalty and heightened responsiveness to experiential and digital cues, positioning brand switching as a dynamic, context-dependent behaviour within contemporary fashion markets.
Conclusion
This study shows that brand switching is very common among Generation Z fashion consumers. Young consumers often change brands when they are not satisfied with product quality, price, fit, or availability. They also consider whether a brand’s values match their own, especially when it comes to ethics and identity.
Social media plays a major role in influencing Gen Z’s decisions, with influencers encouraging them to explore new brands. Even when Gen Z consumers feel emotionally connected to a brand, they still compare prices and options before making a purchase.
Overall, the study highlights that Gen Z consumers are open to change and have low brand loyalty.
To reduce brand switching, fashion brands need to focus on good quality products, fair pricing, strong digital presence, and honest communication that connects with young consumers.
REFRENCE
Vajkai, É. K., & Zsóka, Á. (2020). Brand avoidance behaviour of Gen Z towards fast fashion brands. Vezetéstudomány/Budapest Management Review, 51(5), 39-50. Singh, S., Bajracharya, S., Rijal, S., Shrestha, S., & Singh, S. (2024). The Effect of Social Media Influencer on Brand Switching Behavior of Millennial and Generation Z. New Perspective: Journal of Business and Economics, 7(1), 73-82.
George, S. M. (2024). A study on Brand switching of cosmetic products among Gen Z female consumers with special reference to Bengaluru city.
Michaelidou, N., Dibb, S., & Arnott, D. (2005). Brand switching in clothing as a manifestation of variety-seeking behavior. Asia-Pacific Advances in Consumer Research, 6, 79-85. FRIDAYANTI, S. A. (2023). THE INFLUENCE OF CUSTOMER SATISFACTION AND BRAND TRUST ON BRAND SWITCHING OF GLOBAL FASHION BRANDS TOWARDS LOCAL FASHION BRANDS.
Sahay, A., & Sharma, N. (2010). Brand relationships and switching behaviour for highly used products in young consumers. Vikalpa, 35(1), 15-30.