Beyond Labels

How much does a brand name matter to the Gen Z?

- Athira Raj

The fiery-spirited, untethered youngsters of India have an opinion on everything. It is one of the best qualities of the young people that turn them into promising leaders for the future. Unlike the older generation, the new one is way more invested in not only one, but multiple facets of the society.

Almost everyone has a fashion sense; they know what is trending at the moment and they know how to get their hands on it.

The revolutionising onset of endless fashion and GRWM (Get ready with me) reels on Instagram has massively shifted the fashion consciousness in youngsters. They are more aware of what looks good and what doesn't.

They have ditched the skinny jeans for baggy pants and graphic Tees. The time when people thought fashion was only a girl's thing has long gone. Now fashion is for everybody, regardless of gender.

Boys have started caring about skincare and have a craze for the latest Nike shoes. Brands have also joined the game with their ever-increasing collections focused solely on the young fashion scene. Just visit any university campus and you will see the of outfits that manage to stand out.

These days, brand names are way more recognisable than they used to be. Earlier, the branded apparels or accessories were only limited to a certain section of the society. It did not matter if your shirt was from Fab India or not.

But now, everyone gets a mental image of their products as soon as you mention Gucci, H&M, Skechers, Rayban, etc. The youngsters know what brands matter. Whether or not they can afford it comes second.

A very recent example of this phenomenon is when Selena Gomez's beauty line, Rare Beauty, debuted in India; many young people flocked to Sephora to check it out. The craze was so much so that they had to barricade the product area and ask people to form queues.