Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

Abstract: Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. Moreover, it aims to contribute to managerial knowledge by providing insights into whether Gen Z consumers accept inauthentic brand heritage and the potential negative consequences of non-acceptance. Methodology: This study adopts an interpretivist approach as it aims to understand consumers' perceptions, opinions and attitudes towards inauthentic brand heritage in fashion branding. Furthermore, the purpose of the research is exploratory in nature. Therefore, a qualitative approach was adopted based on four focus group interviews with Gen Z consumers, predominantly with marketing expertise. Findings/Conclusion: The findings reveal a wide range of opinions and perspectives among consumers, highlighting the subjective nature of authenticity. The research reveals consumers' difficulty in identifying inauthentic brand heritage, as brands can create a convincing illusion of authenticity. The research also identified several risks of inauthentic heritage for brands. Consumers have shown a tendency to value authenticity more than brand heritage, leading to a perception that a brand's values and personality are more important to its future. The research also highlights differences in perceptions of inauthentic brand heritage between fast fashion and luxury fashion brands, with luxury brands relying on their history to shape authentic perceptions. Practical implications: The research underlines the importance of authenticity and its relation to brand heritage for Gen Z consumers as they seek genuine connections. Brands that leverage inauthentic heritage risk losing consumer trust, loyalty and reputation. The impact of inauthentic heritage differs between luxury and fast fashion brands, with luxury brands having more potential to shape authentic perceptions. However, both categories face challenges when inauthentic heritage is exposed. To connect with Gen Z, brands should focus on personal stories and values and adopt a 'new heritage' approach. Maintaining authentic brand heritage is critical to maintaining consumer trust and brand reputation.