conclusion conclusion This research report was conducted to investigate how mid-market womenswear brands can utilise their branding in order to become distinctive to Generation Z consumers. In order to answer this question, thorough secondary and primary research was conducted which has led to the following findings.
1
Branding has evolved from concentrating on just products to being used to communicating brand values. In the past, consumers loved catchy slogans that made a product memorable to them. Whilst slogans are still used in branding, it is more important to consumers to hear about what the brand believes in and what they are doing to change the world for the better. Marketing models have evolved in the same way as the 4ps moves from product and price focused to purpose driven. This mirrors changing consumer desires. In order for a mid-market womenswear brand to become distinctive to Generation Z, they need to use their branding to communicate their purpose. They need to consider what they are doing to assist society and ensure that their consumers are aware of this. This is a key factor in what makes Generation Z attracted to a brand.
57
58
