Abstract
The fashion industry has witnessed a significant shift in consumer behaviour, especially among youngsters, who are highly influenced by trends, brand image, and social media. This study aims to analyse the perception of youngsters towards H&M clothes. The research focuses on factors such as quality, price, design, brand image, availability, and sustainability initiatives of H&M. Data for the study is collected from youngsters through surveys and questionnaires. The findings reveal that youngsters prefer H&M due to its trendy designs, affordable pricing, and strong global brand presence. Social media marketing and celebrity influence also play a major role in shaping their buyi ng decisions. However, some respondent’s express concerns regarding durability and environmental impact. Overall, the study concludes that H&M enjoys a positive perception among youngsters and remains a popular choice in the fast-fashion segment, while continuous improvement in quality and sustainability can further enhance customer satisfaction.
customer satisfaction
References
1. https://matrixbcg.com/blogs/target-market/hm 2. https://www.researchgate.net/publication 3. https://www.projectpractical.com 4. https://www.projectpractical.com/hm-branding-strategy/
Author information
K. Johnce Miracline
Assistant Professor, Department of Commerce, Christ Arts and Science College, Kilachery, Tiruvallur District, Tamil Nadu – 631402.