Purpose - This paper aims to study the perception of young consumers' about clothing quality. It aims to identify different attributes (of apparel) consumers use to judge the quality of apparel. It also seeks to understand the effect of demographic factors on choice of criteria for selection of apparel.Method - This paper analyses primary data collected through a structured questionnaire from the young consumers' (students) in India, one from small city of Gujarat in western India and other from big city of Uttar Pradesh in northern India.Findings - The study found mixed evidence about, intrinsic and extrinsic, attributes important for young consumers. The findings also suggest that demographic factors (gender, location) affect importance assigned to certain attributes.Value/Originality - Retail sector in India is growing at phenomenal rate, so is the apparel category. This has attracted lot of suppliers into this segment increasing the competition. With a large proportion of Indian population in the age group of 19 - 25, this segment presents remarkable opportunity. Therefore, it is important for marketer to understand, how consumers in general and in this age group in particular evaluates the quality of a product. This paper provides multidimensional view of the apparel quality. Also it provides empirical findings in Indian context, comparing young consumers from different cities and states.

Emerging markets, the euro crisis, and the push to reform global institutions have resulted in a fast changing world, creating opportunities and challenges for international marketing firms and academics. New players, phenomena, and challenges have emerged that demand new research to develop and expand innovative concepts and theories.

Bachelor Thesis from the year 2020 in the subject Sociology - Consumption and Advertising, Dublin Institute of Technology, course: International Business, language: English, abstract: This research project explores the consumer awareness of fast fashion amongst Irish consumers aged between eighteen and twentyfive. The aim of this research is to explore the level of awareness consumers have regarding fast fashion. Additionally, it intends to explore what the term “Fast fashion” means to young Irish consumers. Furthermore, this research aims to provide information on consumer perceptions of fashion retailers. Moreover, the research also intends to highlight whether those perceptions play a role in the buyer decision process. The key findings suggest that consumers fail to associate the ethical and environmental concerns that are synonymous with the fast fashion industry. Moreover, the research also exposed a failure that there is a disconnect between the term fast fashion and the manufacturing methods. Fast fashion and sweatshop labour are not mutually exclusive terms yet fast fashion as a term does not seem to carry the burden of its manufacturing origin. It was found that consumers have intentions of shopping more ethically and sustainably. However, there appears to be several misconceptions in what is currently considered ethical fashion among consumers which would affect the consumers ability to make an informed purchase decision. Cognitive dissonance being the act of consumers distancing themselves from purchase decisions that contradict their morals to avoid the feeling of discomfort was evident in this study. This research also found that the practice of greenwashing was present in fast fashion retailers advertising which does not portray the true environmental and social impacts of a product to the consumer.