Citation :

Srishti Sriram, "Brand Value, Inclusivity, and Creative Identity: How Gen Alpha Interprets Youth Fashion Brands in India," International Journal of Humanities and Social Science, vol. 13, no. 4, pp. 157-164, 2026. Crossref, https://doi.org/10.14445/23942703/IJHSS-V13I4P117

Abstract

This research study examines the role of inclusivity, gender-neutral fashion, and brand value in gen alpha fashion brands. By observing the recent trends of inclusivity in popular youth fashion brands for Generation Alpha, the study also investigates how gen alpha customers are drawn towards certain brands and how these factors shape consumer trust, engagement and loyalty. The sample size for this research was considered to be 18 individuals. The method used to collect data throughout this study was Google surveys, where a combination of open-ended and multiple-choice questions was involved. From the survey, major statistics have been noticed as 61.1% and 50%. This research study is extremely vital to understand the growing economic market in the youth fashion industry. This study effectively bridges the gap to understand fashion choices and preferences. A combination of primary and secondary research was conducted to build fundamentals with qualitative evidence for the same. Most of the participants for the surveys were from Hyderabad, Telangana and Pune, Maharashtra. Most participants were from an Indian demographic background. The key findings from the primary and secondary sources highlighted how inclusivity positively influenced participants' perceptions of fashion brands and specifically participants mentioned their importance towards prioritising multiple body types, cultural diversity, gender-neutral fashion, and representation of different sexual orientations. In addition, participants found it important for current growing brands to shift their perspective towards adaptive clothing for those individuals facing minor and major disabilities and cater to their needs as well. Fashion is considered art, and everyone should be able to wear the clothes they like despite their physical inabilities. The findings clearly depict how brands should divert their focus intinclo consumer-specific problems that could be resolved. Through creative and inclusive representation in their collections, all of their customers should be accepted. Brands should adopt unique and authentic strategies to increase their brand loyalty and strengthen their consumer-brand engagement and relationship.

Keywords

Fashion Industry, Gen Z, Gender-Neutral, Inclusive Fashion, Social Media.

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