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# Project Description Understand the Character Licensed Fashion Wanqi Sun Summary Final work I’ve always been deeply passionate about animation and character-based pop culture, and I often purchase collaborative fashion products featuring my favourite franchises. However, I noticed that my desire to buy varied significantly between different products and campaigns. This curiosity became the starting point of my project. After learning about the Theory of Planned Behaviour, I was inspired to apply a statistical and theoretical approach to explore the key cognitive and emotional factors that shape Gen Z’s purchase intentions toward character and entertainment-licensed fashion. This project combines my personal interest with academic insight to better understand the cultural and psychological drivers behind symbolic consumption in fashion. I’ve always been deeply passionate about animation and character-based pop culture, and I often p... College London College of Fashion Course MSc Strategic Fashion Management Graduation year 2025 The Rise of Character and Entertainment-Licensed Fashion: Understand the Key Factors Influencing Gen Z’s Purchase Intentions In today’s dynamic fashion landscape, character and entertainment-licensed (C&EL) fashion products have become a powerful means through which Generation Z expresses personal identity, subcultural belonging, and digital social engagement. While the commercial influence of licensing strategies continues to rise, academic understanding of the psychological and cultural motivations behind Gen Z’s consumption in this niche remains limited. This study explores the key affective and cognitive drivers influencing Gen Z’s purchase intentions toward C&EL fashion, drawing on the Theory of Planned Behaviour and the ABC model of attitude. Using a quantitative, deductive approach, 202 Gen Z respondents participated in an online survey assessing five variables: Post-Subcultural Affiliation, Emotional Resonance, Social Sharing Value, Perceived Novelty, and Collection Value. The findings reveal that Post-Subcultural Affiliation is the most significant positive predictor of purchase intention, followed by Social Sharing Value and cognitive factors such as novelty and collection value. Interestingly, Emotional Resonance was found to have a significant negative impact. These insights highlight that for Gen Z, identity signaling and digital relevance often outweigh emotional attachment in driving purchase decisions. This research offers a fresh, theory-driven model that not only fills a gap in existing literature but also provides practical guidance for brand managers aiming to design culturally resonant, identity-centric licensing strategies in a competitive market. Final work Research and process Share this project The Rise of Character and Entertainment-Licensed Fashion: Understand the Key Factors Influencing Gen Z’s Purchase IntentionsIn today’s dynamic fashion landscape, character and entertainment-licensed (C&EL) fashion products have become a power... A link to this page has been added to your clipboard Browse related work Futures Identity Archives & Collections Community Data Character Business Collaboration Research Industrial
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