Merchandising/Marketing/Retailing: Branding

Deconstructing Gender: The Impact of Gendered Clothing Labels on Male Identifying Gen Z Consumers’ Clothing Choices

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Abstract

This study examines the impact of gender-related clothing labels on the purchasing intentions of Gen Z male-identifying consumers. As a generation that values gender fluidity and inclusivity, Gen Z increasingly challenges traditional gender norms in fashion. Using an online 4x2x4 between-subjects experiment with 310 participants, the study manipulated gender labels (“men’s,” “women’s,” “unisex,” and “no label”) across four clothing items (T-shirt, bomber jacket, sweater, sweatshirt) and measured participants’ traditional masculinity/femininity (TMF). Results revealed that “no label” and “unisex” labels elicited the highest intent to buy, while “women’s” labels had the lowest appeal. TMF moderated the effect, with masculine-identifying participants showing reduced intent to buy women-labeled items. These findings suggest that gender-neutral labeling is increasingly acceptable among Gen Z and can enhance inclusivity and purchasing behavior. The research highlights the potential for fashion brands to adopt genderless labeling to align with evolving consumer values and foster inclusivity.

Keywords: Gen Z, men’s fashion, social identity theory, unisex clothing, gender labels

How to Cite:

Bhaduri, G. & Carlton, P., (2025) “Deconstructing Gender: The Impact of Gendered Clothing Labels on Male Identifying Gen Z Consumers’ Clothing Choices”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18602