Value brands: cheap or trendy? An investigation into young consumers and supermarket clothing

Purpose - This study seeks to investigate value branding in the fashion context and young consumer perceptions of, and attitudes towards, supermarket value branded clothing with a view to identifying potential barriers to adoption. Design/methodology/approach - A mixture of methodologies was employed using jeans as a product type during wearer trials and focus group discussions. Theoretical concepts underpinning the paper include value branding, consumer perceptions and attitudes and their effects on purchasing behaviour in the youth market. Findings - The research indicated that value brands are likely to play an increasingly important role in the fashion market. The growth of the supermarkets' clothing sales indicates growing acceptance of value fashion amongst a variety of customer segments and not just the price-conscious sector. When students had specific experience of value jeans, their attitudes were more positive about supermarket clothing, but there remain significant barriers to adoption amongst current non-purchasers. Research limitations/implications - The exploratory research was carried out with a non-probability sample and it is intended that this will be developed using an alternative methodology and a broader sample to provide statistical validity. Practical implications - The outcomes indicate that, as perceptions related to fashion brands are well established by the age of the sample group, it will require that value fashion retailers develop an enhanced retail brand image to overcome selective distortion related to value brands. Originality/value - The relationship between young consumers and value brands is an emerging and relevant area of research, given the current economic environment. The lack of contemporary literature and its potential value to fashion retailers warrant its investigation.