Consumer Behavior on Preference for Western wear vs Ethnic wear among Gen Z
Ms. Alisha Lohra, Fashion Management Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt. Of India, Daman Campus.
Abstract
Generation Z is a rapidly changing segment of consumers who have been exposed to the effects of globalization and technological exposure and cultural shifts and analyze the most influencing factor for the choice of clothes in terms of lifestyle, cultural affinity, comfort, fashion, brand, price, and influence of social media. Primary data were gathered by conducting a questionnaire for the respondents of Generation Z, and the results were processed in the form of descriptive statistical analysis. Results reveal that Western wear dominates in terms of casual and everyday wear because of its convenience and familiarity with fashion trends, while ethnic wear continues to hold prominence for cultural and formal celebrations. This paper also shed lights on the rising significance of online and green awareness for influencing purchasing behavior. This paper will act as an essential source of information for brands and marketers in developing strategies in line with the rapidly changing taste and preferences of Generation Z consumers.
Introduction
Generation Z (Gen Z), people born in the late 1990s to the early 2010s, are a major influential segment in the global fashion industry. This is due to the influence of significant exposure to technology in their daily lives. The choice of clothes in Generation Z is consequently an area
worth understanding in the field of consumer behavior. A market like that of India, with diverse cultures, witnesses fashion consumption with a dynamic blend of international and ethnic fashion. Western wear is generally linked with modernity, comfort, and practical use, while ethnic wear represents one’s cultural identity, traditions, and social gatherings. Generation Z consumers tend to shift between the two types of clothing depending upon occasion, social influences, comfort, price sensitivity, and exposure to social networking sites. The increasing passion for fusion fashion shows the mingling of international and ethnic style .
Despite Gen Z’s growing influence on fashion trends, there has been limited research that examined their comparative preference for Western and ethnic clothing.To this end, this study will aim to analyze factors associated with Gen Z’s preference for apparel and provide insight into how cultural values and current fashion trends influence their purchasing behaviors.In culturally diverse countries like India, the consumption pattern in the fashion industry is the result of the interaction between the latest fashion trends in the world and the cultural values of the society. Western fashion is related to modernity, comfort, convenience, and practicality, whereas ethnic fashion is related to cultural identity, tradition, and events like festivals, weddings, and religious ceremonies. Generation Z consumers can alternate between Western and ethnic fashion, based on factors such as occasion, peer group influence, comfort, affordability, and access to social networking sites.
The increasingly popular trend of fusion clothing is yet another proof of the tendency of the Gen-Z population towards integrating modern Western clothing with ethnic styles in a way that challenges conventional fashion norms. Although the influence of the Gen-Z population is gradually being noticed in fashion markets, surprisingly little research work has been conducted to understand their comparative preferences for Western versus ethnic clothing. Amongst the goals of this research is investigating the factors supporting apparel preferences of the Gen-Z population.
Research Objective
1.To examine the consumer behavior of Generation Z with respect to their preference for Western wear and ethnic wear.
2.To identify the key factors influencing Gen Z’s apparel preferences, including cultural values, social media exposure, comfort, price sensitivity, and occasion.
3. To analyze the role of cultural identity and modern lifestyle influences in shaping the purchasing decisions of Gen Z consumers.
Research Methodology
This research follows a theoretical qualitative approach by reviewing papers in the relevant area. The study wholly depends on the use of the available secondary sources, such as journal articles, academic books, industry reports, as well as reputable fashion and behavior studies, to examine the preference for Western versus ethnic clothing amongst Generation Z. There is also a review of the available literature to establish the important topics such as the impact of
globalization, cultural identity, fashion flexibility, social impact, and changes in lifestyles that shape consumer behavior in the fashion industry.
Literature Review
Kumar & Garg (2019) observe, Western clothing, heavily linked with fast fashion, modernization, and globalized culture, has gained unending popularity among Gen Z consumers. The researchers state that Western clothing is considered fashionable, adaptable, and wearable in everyday life, especially in urban areas that get maximum coverage of global trends. Moreover, in addition to fashion, the comfort and flexibility and ease of wearing make Western clothing the favorite choice for various occasions such as college, workplaces, and parties. The researchers state that urbanization and adoption of Western culture in metro cities has increased its acceptance, incorporating Western clothing into the fast fashion culture. Moreover, Western clothing is also considered as an icon of 'modern life, status, and cosmopolitan life that attracts the heart and soul of Gen Z consumers, meeting their deep-seated demands and desires in every possible way. The availability of Western brands' clothing online and in fast fashion clothing stores, which utilize online and offline efforts of marketers and their targeted promotional strategies, has largely supported and reinforced its adoption and spread, addressing its affordability and accessibility as well as meeting their 'fashion trends and demands in every possible way.
Kapoor & Munjal (2020) emphasize the importance of social media in defining fashion trends among Gen Z consumers. Fashion influencers and their activities on various social networks such as Instagram, TikTok, and YouTube create a significant impression on Gen Z consumers in terms of their attitudes towards Western fashion trends as well as ethnic fashion trends. Although global influencers are responsible for the acceptance of Western fashion trends, the renaissance of ethnic wear among Gen Z consumers has been triggered by activities on social networks. Social media acts as a key influencer that not only creates awareness about fashion trends but also provides Gen Z consumers the opportunity to become a key part of fashion trends. Gen Z consumers can make their personal fashion statements on social networks through their fashion inspirations. This approach creates a perfect setting for the fusion of Western fashion trends and ethnic fashion trends among Gen Z consumers. Social networks have given importance to the functions of digital storytelling and influencer credibility to enhance the impact of fashion trends on Gen Z consumers.
Cleveland & Laroche (2007) Western acculturation also extends beyond apparel consumption to values pertaining to individualism, autonomy, and self-presentation. The current generation is drawn to global affiliation with western culture through its apparel. The more exposure young people have to the “Western lifestyle” through mass media, education institutions, and travelling opportunities, the sooner the cultural convergence. The accessibility of western apparel through fast-fashion consumer outlets has also removed certain economic constraints in its consumption.Western wear is the medium of communicating personal identity, social status, and lifestyle aspiration for the Gen Z consumer. The cultural boundaries continue to blur, and people drift toward functional aesthetics with Western wear. This leads to the evolution of Western wear as it gets normalized for everyday use and professional application, while ethnic wear is worn
during festivals, ceremonies, and cultural activities-a change in context, rather than a complete cultural shift.
Bardley (2022) states that, despite the escalation in the popularity of Western fashion, ethnic wear continues to possess immense emotional value for Gen Z. The Gen Z consumers in India perceive ethnic wear to be better in quality, and it is associated with rich culture. During festival times, weddings, and other functions, ethnic wear continues to be remarkably relevant. Further evidence suggests that concerns related to sustainability, the environment, and being proud of one’s culture are encouraging a revival in ethnic wear, since many ethnic garments are produced by methods that are sustainable and use eco-friendly materials. Online campaigns, influencers, and content related to ethnic wear with a fusion theme have further improved its attractiveness. Gen Z consumers consider ethnic wear to be a mechanism for self-expression and are therefore leveraging it to express their cultural pride in innovative ways that are still in sync with modern fashion.
Shah Mohammed M (2024) The trend is even more prevalent in India when it comes to Gen Z ethnic wear. Over 65% of Gen Z consumers in India favor ethnic wear or fusion wear in offices and special occasions, as per a recent survey done by one of the prominent fashion retailers. This is clear since popular brands like Fab India, Okhai, Suta, Libas, Fashor, or Jaypore have become favorites among the young generation. There are also online shopping sites like Tjori. Several reasons are backing this process.There is an increasing aspiration among Gen Z consumers to find authentic and real links to their cultural heritage. Notably, in this globally homogenized era, ethnic clothing offers individuals an opportunity to connect with their roots and their uniqueness.There are various Indian traditional textiles, including Banarasi silk and Ikat, which are made through highly sustainable and eco-friendly processes, and this resonates with Gen Z’s environmental awareness.
Kumar & Singh (2020), the main reason for the popularity of Western wear among Generation Z for their day-to-day fashion is its comfort, flexibility, and ability to adapt to their fast-paced lifestyle, which is accustomed to multitasking. The modularity, flexibility, and adaptability offered by Western wear make it the most appropriate for casual events like colleges, offices, and social events. The study illustrates that the influence of global media, fast fashion activation, and social networking sites has significantly shaped Gen Z's views regarding Western wear as the default and trendy wear. Moreover, Western wear is considered an indicator of modernism, cosmopolitanism, and readiness for work, which is significantly appealing to the young minds with their aspirational behaviors. The fashion is quite adaptive and can be paired with different ornaments or even ethnicity, thus fueling the rising trend of fusion fashion.
Sharma & Batra (2021) highlight that ethnicity still remains a potent symbol and has a deep cultural connotation for Gen Z, particularly in the case of festivals, weddings, religious occasions, or formal events. Ethnic wear remains relatable to cultural identity, emotional connect, and a sense of belonging wherein young consumers use it as a means of pride in their heritage. Although the everyday use of ethnic wear is low compared to Western wear, Gen Z has again started to show interest in ethnic wear, especially when innovative designs,
contemporary cuts, and fusion elements are incorporated into them. This is indeed a statement on blending tradition with modernity whereby ethnic wear can be relevant and fashionable in a modern lifestyle. Additionally, ethnic apparel becomes even more appealing because sustainable and ethical production practices associated with it fit with Gen Z's ecological concern. Social media and influencer campaigns on ethnic and fusion trends have further increased awareness and desirability. Ethnic wear is fast becoming a medium of self-expression, cultural pride coupled with creative experimentation.
Bhardwaj & Fairhurst (2010) Western wear has become increasingly popular, studies have identified the significance of ethnic wear in modern society. It has been identified that there has been an increasing tendency towards hybrid or fusion fashion styles in Indian society, that blend Western styles, fabrics, and designs with ethnic designs, creating a balanced mix of modernism and cultural identity. The increasing popularity of hybrid or fusion fashion styles identifies that Gen Z, with their clothing choices, are not against cultural identity, but rather attempt to blend modern fashion with cultural identity. The hybrid fashion styles provide young generation consumers with the ability to reflect individualism, creativity, and social responsiveness, along with modernism. Further, the increasing popularity of hybrid or fusion fashion styles identifies the practical requirements of Gen Z, that opt for clothes that have multiple uses, along with acceptance of sustainability, ethical values, and cultural identity.
Belk (1988) The relationship between Western wear and ethnic wear among Generation Z has been a much-debated topic in connection with the phenomenon of globalization, acculturation, and lifestyle trends. The consumption of apparels is slowly losing its functionalist orientation and is considered an important means of self-expression and identity creation. The style statements of Gen Z consumers are a reflection of their own values as well as their familiarity with global culture trends. This generation shows a considerable interest in wearing those apparels which symbolize their own distinctiveness, as well as get in sync with the global trends that prevail in society. Western attire is largely identified with the idea of “modernism,” “cosmopolitism,” and “readiness to enter the job market,” thus making it the favorite among the educated class in general.
Insights from Literature Review
The literature shows that Gen Z has a dual preference for Western and ethnic clothing, driven by comfort, identity, influence, and the demands of modern life. Western clothing leads in informal, daily, and business settings based on comfort, flexibility, modularity, and conformity with global fashion trends and also functions as an index of modality, cosmopolitan identity, and status (Kumar & Garg, 2019; Kumar & Singh, 2020; Cleveland & Laroche, 2007). Ethnic clothing sustains its cultural, emotive, and symbolic roles in festivals, marriages, and other special occasions and is increasingly acknowledged for its sustainable, artisanal, and heritage channeling (Bardley, 2022; Sharma & Batra, 2021; Shah Mohammed, 2024). The trend of fusion fashion that combines Western and ethnic styles emerges as people increasingly look for ways that allow Gen Z consumers to blend the best of both worlds and combine their desire for modality and individuality (Bardley, 2022). Social media and influencers also drive the trend in
Western and ethnic fashion as spaces for co-creation, peer approval, and adoption (Kapoor & Munjal, 2020).
Findings
Generation Z has a dual preference for Western fashion and ethnic fashion. This had been influenced by both functional reasons and culture. Western fashion leads the way in casual, formal, as well as professional garments in terms of its comforts, versatility, modularity, and alignment with the latest fashion trends in the whole world. On the other hand, ethnic fashion is retained for its immense cultural significance and intangible aspects, especially during occasions like festivals, marriages, and formal events. There is a growing acceptance of its heritage aspects, sustainability, and the artisanal approach of the outfit. Fusion fashion is the growing demand for Gen Z to merge the modern and the ethnic into something that can fit the outfit's context—something that will add meaning to self-expression through fashion. Social media sites are very essential in identifying these fashion preferences. In general, the fashion decisions made by Gen Z appear to strike an appropriate balance between the demands of modern lifestyle needs and the values rooted in culture, emphasizing the relevance of both western and ethnic clothing to fulfill the respective needs, thus offering important challenges to fashion marketers to develop products in line with the demands.
Conclusion
The report emphasizes that Gen Z has a complex and dualistic fashion consumption pattern, reflecting modern lifestyle demands and culture. Casual, professional, and social environments are largely dominated by Western fashion because of its convenience, flexibility, and adherence to international fashion trends, symbolizing modernity, cosmopolitanization, and social prestige. Simultaneously, ethnic fashion remains relevant in terms of its emotional, cultural, and symbolic aspects, specially in festival, wedding, and formal events, while getting a fresh start in terms of eco-friendly production, heritage, and modern fusion fashion. The trend of modern fusion fashion | also indicates the Gen Zers' need to mix and match the best of Western and ethnic fashion for self-expression, individuality, and adaptability. The social media phenomenon further accentuates these demands in terms of fashion awareness, co-creation, and social validation. The fashion choices of Gen Zers provide fashion marketers a key to the development of products and marketing strategies for capturing the evolving fashion preferences, self-expression, and lifestyle aspirations of Gen Z.
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