The Research of Domestic and Foreign Brands Perception by X and Y generations

The paper describes a study of the perception of domestic and foreign clothing brands by Russian consumers of X and Y generations. 187 respondents took part in the study, subsequently the sample was reduced to 97 respondents, 14 of whom are representatives of generation X and the rest are representatives of generation Y. The data was collected by conducting a survey, distributed in the Instagram profile, dedicated to shopping in the United States. Subsequently, the collected data was processed in SPSS. On the basis of the obtained results, conclusions were drawn about the peculiarities of the effect of the country of origin of the clothing brand for generations X and Y, as well as about the generational characteristics of the perception of domestic and foreign clothing brands on the example of Guess, O’stin and LOVE REPUBLIC brands. The obtained results can be used by clothing companies for building effective brand communications.