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How do Mid-Market Womenswear brands use branding to make themselves distinctive to the Generation Z consumer

Third Year International fashion business assignment. Brief was to choose a topic (as discussed in my proposal) and to then expand that into a full research report and investigation. 

Includes literature review and primary research findings. 



I investigated how brands can utilise branding to become distinctive to Generation Z consumers. The report showed how Generation Z have different branding preferences to Millenials. 

click to read full dissertation

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