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dissertation
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.
context:
outcome:
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.
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