The Changing Landscape of Fashion Communication Strategies with Gen Z in cities of Gujarat

Abstract

This doctoral research explores the intersection between Generation Z, the fashion industry, and constantly changing fashion communication practices, with a specific focus on urban newlinecentres in Gujarat, India. Generation Z, born between 1996 and 2010, represents a digitally newlinenative cohort that is reshaping fashion consumption and engagement through a unique blend newlineof technology, values, and expression. The study focuses into how Gen Z explores fashion newlinechoices, brand interactions, and cultural identity in the context of an increasingly digital and newlinemedia-saturated environment. newlineThe research addresses the growing need for fashion brands and communication newlineprofessionals to understand Gen Z s behaviour, preferences, and media consumption patterns newlineto build more authentic and sustainable connections. Urban Gujarat, through cities like newlineAhmedabad, Surat, Vadodara, and Rajkot, serves as the geographic and cultural backdrop, newlinecapturing a unique regional flavour of this national and global phenomenon. newlineA The quantitative phase included a structured survey distributed to a sample of 578 Gen Z newlinerespondents across Gujarat. Key constructs such as fashion consciousness, digital newlinecommunication preferences, influencer impact, fashion awareness, and level of mavenism newlinewere analysed using validated Likert-scale instruments. newlineFindings reveal that Gen Z in Gujarat is highly fashion-conscious, brand-aware, and media newlinesavvy. While the younger segment (18 21) is more trend-driven and exploratory, the older newlinesegment (26 28) shows increased interest in sustainability and authenticity. Across all age newlinegroups, the influence of digital platforms and visual storytelling emerged as critical in newlineshaping fashion choices. newlineThis study contributes to the academic and industry discourse on fashion communication by newlineoffering local yet globally relevant perspective. It provides actionable insights for fashion newlinebrands, educators, and policymakers aiming to engage Gen Z meaningfully.