The Factors Affecting Customer’s Purchase Intention and Preference towards Quiet Luxury Fashion Brands Focusing on Generation Z

The quiet fashion trend is becoming one of the most common fashion trends among Gen Zs. Quiet normally means not making noise. Within the fashion industry it refers to style of luxury fashion that is understated, subtle, and free from obvious branding. The study that was reported in this paper is about the factors that affect consumer preference and purchase intention towards quiet luxury fashion products, with a focus on the Gen Z population. This research is important since it will help in outlining how different factors affect consumer purchase intention and preference towards various products within the fashion industry. Thus, enabling decision-makers and marketers to make effective decisions. The research method that was used was quantitative research with primary and secondary data. The primary data was collected through a survey questionnaire, which included 300 responses. The research found that social media influencers, brand collaboration, and status value are among the factors that have a significant relationship with consumer preference and purchase intention toward the quiet luxury brand among Gen Zs. Also, the research found that sustainability value does not have a direct impact on consumer preference and purchase intention for quiet luxury products. Hence, the research concluded that social media influencers, brand collaboration, and status value are part of the factors that have a significant impact on consumer preference and purchase intention.