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Full text release has been delayed at the author's request until May 17, 2025

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Defined by Gender? The Impact of Gendered Clothing Labels on Gen Z Men Consumers’ Clothing Choices

Carlton, Phoebe Wells
http://orcid.org/0009-0004-1715-2243
http://rave.ohiolink.edu/etdc/view?acc_num=kent1712330901750458

Abstract Details

2024, MFIS, Kent State University, College of the Arts / School of Fashion.
For Generation Z, gender is a fluid term. As an increasing number of Generation Z consumers continue to express their gender fluid beliefs and opinions, they expect to express the same through their choice of clothing (Francis & Hoefel, 2018; Jones, 2022). Concepts described in social identity theory have allowed the fashion industry to successfully market clothing along the gender binary in accordance with heteronormativity for centuries (Gould & Stern, 1989; Palan, Gentry, Chun, Commuri, Fischer, Jun, Mcginnis, & Strahilevitz, 2011; Tajfel, 1982). Research indicates that the continued use of gender labels to describe and segment clothes in retail spaces could be limiting consumers in Gen Z in their clothing choices (Francis & Hoefel, 2018; Kaiser, 1990; Spencer, 2019). Particularly men are impacted by gender-related labels, as women have been dipping into traditionally masculine styling choices for decades, while men have been confined to a narrow styling scope (Akdemir, 2018; Bardey, Achumba-Wöllenstein, & Chiu; 2020; Song, 2023). To empirically understand how male identifying consumers perceive gender-related labels on items of clothing and how they form opinions about the clothing brand, this study used an online experiment involving 310 male identifying Gen Z individuals from across the United States, to assess their intent to buy various clothing items with four different gender labels (men’s, women’s, unisex, and no label), as well as how their brand love and brand attitude were impacted. Results indicated that the use of gender inclusive labels or no gender labels on clothes causes male identifying consumers to have a higher intention to buy from the brand, as well as encourages them to have a positive opinion about the brand. The study results can help brands understand how to best navigate gender labels on clothing in order to appeal to male identifying Gen Z consumers.
Gargi Bhaduri (Advisor)
Lauren Copeland (Committee Member)
Noël Palomo-Lovinski (Committee Member)
112 p.
Design; Gender; Social Psychology
Gender; Gen Z; Fashion; Men's Fashion; Gender Equality; Clothing Labels

Recommended Citations

Citations

  • Carlton, P. W. (2024). Defined by Gender? The Impact of Gendered Clothing Labels on Gen Z Men Consumers’ Clothing Choices [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1712330901750458

    APA Style (7th edition)

  • Carlton, Phoebe. Defined by Gender? The Impact of Gendered Clothing Labels on Gen Z Men Consumers’ Clothing Choices. 2024. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1712330901750458.

    MLA Style (8th edition)

  • Carlton, Phoebe. "Defined by Gender? The Impact of Gendered Clothing Labels on Gen Z Men Consumers’ Clothing Choices." Master's thesis, Kent State University, 2024. http://rave.ohiolink.edu/etdc/view?acc_num=kent1712330901750458

    Chicago Manual of Style (17th edition)

kent1712330901750458
© 2024, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.
Release 3.2.12