Defined by gender? The impact of gendered clothing labels on Gen Z men consumers’ clothing choices

Purpose This study aims to understand how male-identifying Generation Z consumers perceive gender-related labels on clothing and how these labels affect their perceptions about clothing brands. Design/methodology/approach An online experiment was conducted with 310 male-identifying Gen Z individuals from across the USA. Participants were exposed to various clothing items with four different gender labels (men’s, women’s, unisex and no label). Their attitude toward clothing, brand love and attitude toward the brand were measured. Findings Results indicated that consumers had more favorable attitude toward clothing from brands using gender-inclusive labels or no labels at all. These consumers also developed more positive perceptions of such brands. Originality/value This study contributes to the understanding of how gender labels on clothing impact male-identifying Gen Z consumers, particularly in an era where gender fluidity is becoming more prominent. It provides empirical insights that could help clothing brands navigate the changing landscape of gender identity in fashion.