Furthermore, it is extremely beneficial for retailers in fast fashion industry to clearly understand the target market (youth generation) requirements. This is the rationale behind choosing the given topic because it will help in anticipating the response of customers towards fast fashion market in the fashion industry. Hence, customer behaviour investigation and their beliefs being analyzed will help the retailers of fashion for identifying and targeting the selected target group and to further develop the strategic marketing practices for satisfying the needs of target market.
In addition, the sizable market segment that is of youth generation, are interested in shopping with uniqueness and mostly all these customers have a will of spending more money in this recessive economic state as well on fashion products for creating an enhanced personal style statement in the market (Bruce et al. 2006). These generation customers also have the ability of increasing the power of purchase and so the target customer selection is proved. Singapore being highly advanced fast fashion trend has been selected to measure the customer perception.