Purpose: This dissertation examines the factors influencing Millennials in Ireland when
considering a new type of fashion trend different from the Western fashion dominating Ireland.
The Afro-West fusion fashion is the new type of fashion introduced to the Millennials in Ireland
to investigate if there is a demand for this type of fashion amongst this age group. Certain
variables of the factors that influences consumer buying behaviour were examined such as
Lifestyles, Reference groups, Personality and Self-concept to determine the main influencers
of the Millennials when considering this type of fashion. Marketers constantly seek to
understand the factors that influences consumers purchase because the answers are often in the
mind of consumers. Relating with consumers is the best way to discover the answers
influencing their purchase. The aim of this research is to understand the important variables
influencing the buying behaviour of Millennials when considering a Afro-West fusion fashion.
Understanding this will help both old and new marketers of this fashion tailor their brands in a
more desirable way for this target group thereby leading to business growth.
Design/methodology/approach: The nature of this research design is explanatory and takes
a quantitative methodological design. A survey was conducted to collect information on the
factors influencing Millennials in Ireland when considering Afro-West fusion fashion using
google form to send to questionnaire to participants.
Findings: The results of the primary research revealed that reference groups, lifestyle,
personality and self-concept influences Millennials purchases when considering the Afro-West
fusion fashion. The personality of Millennials was one of the strong influencers when
considering this new fashion different from the usual and adaptability to a mixture of different
cultures on clothes or shoes. Reference groups such as family, peers, blogs and social media
were also important factors and the lifestyles of Millennials which revealed they prefer to shop
in a physical store and like to purchase a unique fashion. The findings also indicated that there
is a demand for the Afro-West fusion fashion in Ireland.
Originality/Value: The results of this research might be of interest to marketers of Afro-West
fusion fashion and researchers who want to explore this area of study. This dissertation
provides the importance of lifestyles, reference groups, personality and self -concept that
influences the buying behaviour of Millennials when considering Afro-West fusion fashion.