AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Generation Z consumers use apparel to communicate both group affiliation and individuality, yet limited research has examined whether preferences for university athletic merchandise differ by gender. This study investigates how Generation Z college students evaluate official branding, fashion, and uniqueness in athletic apparel. Survey data were collected from 777 students at a large NCAA Division I university. Exploratory factor analysis identified three reliable dimensions: official merchandise style, fashion, and uniqueness. ANOVA results indicated no significant gender differences in preferences for official merchandise or uniqueness. However, male students reported significantly stronger interest in fashionable and trend-forward merchandise than female students, challenging long-standing assumptions that women demonstrate higher fashion involvement. Findings suggest that while institutional affiliation remains central, gender norms surrounding style engagement may be shifting among younger consumers. Retailers and campus marketers should broaden trend-driven assortments, particularly for men, while maintaining diverse options that allow students to balance belonging with personal identity expression.

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