Purpose – The purpose of this paper is to explore the perceptions of Generation Y from advanced and emerging economies towards the country-of-origin (COO) of fashion products. Design/methodology/approach – The study was conducted by employing a qualitative research method. Virtual interviews...

With approximately 1.38 billion, Generation Y are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. The purpose of this qualitative study was to explore the impact country-of-origin...