Examination of generation Z's clothing purchasing behaviors and views on user-oriented clothing design

According to the literature, those born after 2000 are called the Z generation. It is foreseen that the Z generation will have differences from previous generations due to the fact that they have grown up in the digital age, and it is seen that the widespread use of the digital environment in virtual shopping brings along user-oriented designs. In this research, it is aimed to take the opinions of the Z generation on clothing usage habits, clothing purchasing behaviors, user-oriented design and to keep a projection for the future by revealing the similarities and differences in the views of the Z generation age groups. At the beginning of the research, literature review on the concept of generation, generations, developmental periods, digital age and its features, consumers' purchasing behavior and user-oriented design concept was made and related studies were examined. In order to achieve the aim, case analysis, one of the qualitative research methods, was applied to 4 groups, an interview form was prepared as a measurement tool, and a focus group interview was held online because the pandemic posed a risk. Working groups were formed by the snowball method. In order to make comparisons and obtain more accurate information, gender equality was ensured within the groups, and interviews were conducted in 4 different groups (primary education, secondary education, high school and university) depending on educational status. Beforehand, a pilot study was conducted by applying the interview form to groups of two. The obtained data were transferred to tables, and the data analyzes were interpreted by giving the striking views of the participants. The obtained data were correlated and discussed among the groups. As a result, regarding the clothing usage habits of the Z generation; use digital platforms effectively, mostly have activities that do not require changing clothes, have clothes that they attach meaning to based on their bilateral relations and activities, Regarding the clothing purchasing behaviors of the Z generation; they often buy clothing, they are mostly satisfied with the clothes they bought, they do not want to make any changes to the clothes, As the age gets younger, the number of places preferred for shopping decreases, the number of factors affected in clothes shopping increases with age, the high school age group is more affected by the factors related to digital platforms, regarding the user-oriented design concept of the Z generation; the majority of them do not have knowledge, but they have awareness, for this reason, they can define and prefer correctly, It was concluded that they wanted to design their own clothes in the virtual environment and preferred to use the virtual rehearsal room. In order to better understand the Z generation, suggestions have been developed to conduct more extensive research.