Impact of Print Media on the Apparel Selection of Youth

Objective: The objective of this study was to assess the influence of print media on the apparel selection of youth in Islamabad city. Materials and Methods: The research was based on survey, questionnaire was constructed which addressed to the young generation to find out the impact of print media on the selection of apparels and accessories. This research was descriptive in nature in which the information regarding the youth’s choice of apparel was gathered. The researcher had used survey method for gathering the data. The questionnaire was based on likert type questions. In order to develop the questionnaire structured and unstructured interviews were conducted with the fashion designers, fashion photographers and faculty members. Results: More number of respondents agreed that print media has influenced the apparel selection of youth. Conclusion: Print media was found to have greater value for the youth (both males and females. Yet the print media is liked by the youth. Key words: Print Media, Apparels, Accessories, Likert Scale, and Fashion Designers.