Factors affecting adolescents’ choice of branded vs. fashionable clothing

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this project is to analyse the importance of branded and fashionable clothing, and which of them is the most important for adolescents when choosing their clothes, according with gender and age. The research analysed how three factors (peers’ influence, materialistic behaviour and self-esteem) affected adolescents’ clothing choices in the Portuguese market. 148 adolescents (12 and 16 years old) participated in the research, by answering a questionnaire. Results show that teenagers do not draw a separation between brands and fashion, and that their clothing preferences reflect their peers’ advices and level of materialism