Brand vs. Trend: The Economics of Apparel Consumption among Urban Youth.

Abstract

This study examines the fashion consumption behaviour of youth in Bengaluru (ages 18–30), specifically investigating the balance between long-term brand loyalty and fast-changing fashion trends. Utilizing a quantitative descriptive research design, primary data was gathered from 150 respondents via structured surveys.

The findings indicate a balanced consumer mindset, with 50.7% of respondents valuing established brands and trendy styles equally. Despite the high visibility of trends, affordability (3.87/5) and brand image (3.43/5) emerged as the primary drivers of purchase decisions. A significant 82.7% of participants expressed a preference for long-term durability over temporary fashion, signalling a shift toward more conscious and rational buying habits.

While Instagram (38%) is the dominant platform for fashion discovery, final choices are governed more by personal style and price sensitivity than direct peer pressure. Ultimately, Bengaluru’s youth are evolving into mindful consumers who prioritize value and quality over impulsive trend-chasing.