An exploratory study: Gen Y males and their attitudes toward fashion
Much has been written about the importance of fashion from a female perspective.Apeagyei (2011) indicates that research on males and fashion has been very limited in academicliterature. Otnes and McGrath (2001, p. 112) state, "œPut simply, men are all but absent instudies of shopping behavior." The purpose of this study is to help fill this gap. In a survey of 95Gen Y male shoppers it was found that there are a large percentage of males who do care abouttheir appearance and place a high level of importance on fashion clothing.
Parker, R. Stephen, Christina S. Simmers, and Allen D. Schaefer. "An exploratory study: Gen Y males and their attitudes toward fashion." Academy of Marketing Studies Journal 18, no. 2 (2014): 79.
Academy of Marketing Studies Journal