A study of consumers’ preferences in choosing international fashion brands among Generation Y in Malaysia

Fashion industry in Malaysia are an emerging market where many brands either local brands or international brands has come out with their own collection to attract customer. As we know, there are many international fashion brands have entered the fashion industry in Malaysia. Due to that, there is a competition between local fashion brands and international fashion brands. Some people prefer to buy international brands instead of local brands. Therefore, this study was conducted to find out the factors that motivate them to choose international fashion brands. This study focuses on Generation Y in Malaysia as a total of 115 respondents has participated to test the hypothesis relationship. The study found that advertisement and promotion has the strongest predictor followed by country of origin and quality while styles has moderated relationship for the consumers’ preferences in choosing international fashion brands among Generation Y in Malaysia. This study is important to marketers as it could be the competitive marketing strategies to attract their target audience.