Marketing and Communications in Fashion: Gen Y

Marketing and
communications in fashion
gen y

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Consumers Generations...............................................................................................................3
Demographic Attributes of Consumer with Market Segmentation.............................................3
Communication of brand with consumers and influencing their purchase behaviour.................5
Consumer Board..........................................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is known as the activity or instructions made for the creation, communication
and delivered by values to the customers, clients or partners and different scale. Primark is the
company that has been chosen for this report It is an Irish fashion retailer which operates is
business in UK. In this project analysation of a gender along with this brand will be done.
Consumer behaviour of the selected brand will be done analysing the effect of the generation
over the products of Primark.
MAIN BODY
Consumers Generations
Generations are said to be the range of individuals age between two stated years. These
generations are divided in different segments. The selected generation for this project will be
Gen Y also known as millennials. Generation Y also refereed as millennials are people born
between 1981 and 1996 therefore ageing between 25-40 years old.
Gen Y also known as millennials are people in their 20s and 30s this is the new
upcoming generation. This is the generation who have overcome the economic crisis and are the
majority of the entrepreneurs (Kasasa, 2021) This generation is the most active on social media
and result of which they like spending on the latest trends in fashion. They are considered more
emotional and soft-hearted and care more about their social values rather than economy. People
of gen Y are full of self-confidence and desire correct balance in their work and life. They have
high expectations on themselves, and they are always looking for the next challenge. This age
group are used to doing multiple tasks at once as they belong the generation in which computers,
smart phones and all other kinds of technology. This generation cannot be fooled by tricky ways
of advertisement such as pop-up ads (Naumovska, 2017) This generation holds the power of
uplifting any product as they have strong control over the social media. Primark a fashion
products company has majority of its consumers in the Generation Y.
Demographic Attributes of Consumer with Market Segmentation.
Generation Y are currently 24-40, and they take over the majority population in UK,
Demographical Segmentation of generation y can be done in four different segments (Hwang
and Griffiths, 2017)