Merchandising/Marketing/Retailing: Branding

Beyond the Binary: Gender Labels, Identity, and Brand Love Among Gen Z Consumers 

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Abstract

Traditionally, clothing has functioned as a medium for expressing gender identity, with fashion long organized around binary categories of menswear and womenswear. However, shifting social norms, particularly among Millennials and Gen Z, have challenged these distinctions, giving rise to terms such as unisex, genderless, and gender fluid. Given the importance of gender-related clothing labels, this study explores how gender labels influence Gen Z consumers’ clothing choices and emotional attachment to brands, and the moderating role of fashion innovativeness and opinion leadership. Empirically, the study demonstrates that gender labels significantly shape consumer responses, with masculine-identifying consumers showing stronger preferences for traditional gendered categories. The findings further challenge the presumed neutrality of unisex labels, revealing that they are not universally appealing. Notably, a no-label approach was evaluated more favorably than unisex and women’s labels, offering important implications for fashion branding strategies.

Keywords: Gender label, Fashion innovation, Brand love, intention

How to Cite:

Bhaduri, G. & Lou, X., (2025) “Beyond the Binary: Gender Labels, Identity, and Brand Love Among Gen Z Consumers ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21961