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The study analyzes the factors, which contribute to the consumption of specific fashion brands by young people. It gives an overview of their buying and consumer behavior. The theoretical background of sociology, developmental psychology and social psychology is used to explain their brand affinity. The importance of fashion labels and brands for the target group adolescents and the respective advertising concepts are described. Brand affinity is identified as a key factor and critically scrutinized with respect to its implications for consumers and the consequences for a sustainable fashion industry.