Do students care about brands?

Understanding how university students perceive fashion brands may help understanding universities’ positioning in the global market.

This has to do with which proposition value HEIs are promising and delivering.

The effect of the brand attachment antecedents on satisfaction is stronger for current students. Whereas the effect of brand attachment antecedents on commitment is stronger for recent graduates.

The reality today is that students are much less interested in brands than some years ago. In fact, only 15% of interviewees of a recent NACS survey responded that they care about the brand they’re wearing.

NACS is the US Association of Colleges and Stores.

As far as clothing is concerned, the responded stated they’re more into categories as follows.

Comfy clothes – 83%
Ecofriendly – 65%
Joggers and the like – 63%
Recycled – 58%
Sherpa style – 65%
Oversized – 53%

Further, university students are more and more comfortable in buying university apparel online. Amazon tops the chart of providers.

So, do students care about brands? Nike resists in the top position, with H&M, Forever21, and American Eagle following suite.

Last, the university logo needs to be small & minimalistic.

As often happens, when it comes to marketing and promotion the US is light years ahead.

 

Photo by Sebastian Pociecha on Unsplash