Author(s): Ruth Felicita. F and Shirmila T
Fashion is inevitable in our day to day lives and apparels play a pivotal role. Fashion is one of the key factors that influence the youth to adhere to new changing trends. According to Flung. T.T, a fashion statement trending today can be outdated tomorrow. This study is based on generation Centennials the youth aged between 18 – 35 constituting the future target of brands. The youth of a country can be closely acquainted with fashion and its trends as they get adapted easily to changing trends. The availability and accessibility of international apparels brands is on the increase with the emergence of technology. The aim of this study is to provide an understanding the key influence of the repositioning strategies adopted by brands to retain consumers that result in repeat purchase using social media as a platform. Brands understand the cognitive behaviour of consumers through data and trigger them for a repurchase with brand repositioning. The key components influencing the repurchase of apparels among brands according to this study comprise of peer pressure, affordability, accessibility, quality, repositioning strategies and brand repositioning. The research gap identified in this study deals with feasibility of brand repositioning using social media that enable a consumer to stay connected. Social media marketing drives youngsters towards fashion trends that is linked with consumer predilection. Marketers use technology as a powerful weapon in retargeting and re-engaging existing consumers who use social media in identifying brands that offer fashionable apparels. Responses were collected using a structured questionnaire from the youth in Chennai irrespective of gender, qualification, social and marital status. Convenient sampling was used in collecting data which forms part of non-probability sampling method. The value of Cronbach’s Alpha derived with the data was 0.882 which shows that the study is 88.2% reliable. All the data analysis pertaining to this study was analysed using SPSS v21 package. The results show that the quality aspect of branded apparels influence the consumers in repurchasing apparels.