Global Influence, Local Impact: Exploring Gen Z's Loyalty to International Clothing Brands

Abstract

This study is conducted to examine the psychological, sociological and digital media factors that affect the selection of international clothing brands over local brands by Gen Z in Karachi, Pakistan. Clothing by prominent western brands such as Zara, H&M, Nike, Adidas, etc. is becoming increasingly demanded, despite the strength of local brands. The research investigated the main causes that influence the choice of international brands among generation Z consumers through quantitative design with the use of a survey.

Using a quantitative research design, the study surveyed Gen Z consumers (ages 16-24) to uncover the key drivers behind this preference. Psychological factors (e.g., status, self-image), media exposure, and social influences were found to significantly shape brand choices. As mentioned in the finding, the psychological factor that deals with the desire to distinguish oneself from his/her peers is the most effective factor followed by media factor through advertisement or social media. The effect of social factors, on the other hand, was found to be lesser. The study suggests, local brands can have stronger competition if they design their brands in a way that creates better psychological appeal for the customer, improve their quality, and increase their digital presence. This paper will be useful to the literature as well as several local brands which are looking for information about Gen Z consumers in a developing country to compete better.