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Youngsters Perception towards H&M Clothes

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Issue Abstract

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.

Author Information
K. Johnce Miracline Assistant Professor, Department of Commerce, Christ Arts and Science College, Kilachery, Tiruvallur District, Tamil Nadu – 631402.
Issue No
3
Volume No
8
Issue Publish Date
05 Mar 2026
Issue Pages
67-73

Issue References

References

  1. H&M. (2023). Sustainability Disclosure Report. Retrieved from https://hmgroup.com
  2. Consumer Behavior – Philip Kotler & Kevin Lane Keller. (2016). Marketing Management (15th Ed.). Pearson Education.
  3. Solomon, Michael R. (2018). Consumer Behavior: Buying, Having and Being. Pearson Education.
  4.  Journal of Fashion Marketing and Management. Various articles on fast fashion and youth buying behavior.
  5. Statista. (2023). Reports on global fast fashion industry trends. Retrieved from https://www.statista.com
  6. McKinsey & Company. (2023). the State of Fashion Report.
  7. Ajzen, Icek. (1991). the Theory of Planned Behavior. Organizational Behavior and Human Decision Processes.
  8. Philip & Armstrong, Gary. (2018). Principles of Marketing (17th Ed.). Pearson Education.
  9. H&M Group. (2022). Annual Report. Retrieved from https://hmgroup.com
  10. Business of Fashion & McKinsey & Company. (2023). the State of Fashion 2023 Report.
    Web Source 
    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/
     

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