• Dr. Nagunuri Srinivas

In recent times many experts and the researchers stated that the Generation Z consumers gave the new birth to the growth of the Indian fashion industry, trends are changing rapidly because of technological, socio-cultural, economic environmental changes it is witnessing a tremendous change, especially youth adaptability from unbranded to branded fashion under online and multi branded shopping formats. Especially in india due to the government polices in retail sector most of the domestic and global companies coming up with variety of ideas which allowing the consumer to have a wide variety of choice in fashion. It is quite evident that in India Hyderabad has become one the hottest market for the global fashion brands due to social change in youth because of growth and development in the city infrastructure and wide range of employability opportunities which is resulting the quick adoptability and affordability of the Generation Z towards branded fashion products. The best thing about today is that the youth doesn't follow any fashion trend, the trend follows the youth. Sothe aim of the study is know the consumer preference towards branded fashion and also identify the factors influencing the use or adoptability of the branded fashion. The findings of the paper is expected to indicate the Hyderabad Gen Z consumer how well becoming very conscious of variety, modernity, status, comfortability, health and value for money for branded fashion.

Branded fashion, Generation Z and youth, consumer preferences in branded fashion.

"GENERATION Z PREFERENCES IN BRANDED FASHION: A STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.121-124, February-2019, Available :http://www.jetir.org/papers/JETIRY006021.pdf

"GENERATION Z PREFERENCES IN BRANDED FASHION: A STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp121-124, February-2019, Available at : http://www.jetir.org/papers/JETIRY006021.pdf