Topic 2
Fashion and Retail
2.2 Sociology of fashion and consumer behavior
Topic 2
Fashion and retail
2.2 Sociology of fashion and consumer behavior
Objectives and what we will learn:
- Observe and develop a critic point of view for fashion business, the digitization of shopping and the power of management with current technology.
- Recognize the key elements and improvements to make coherent, contemporary and attractive proposals for fashion E-commerce.
- Implement knowledge and technical capabilities to create value propositions for the current fashion e-commerce market.
“What's my style is not your style, and I don’t see how you can define it. It’s something that expresses who you are in your own way.”
Iris ApfelBusinesswoman, interior designer, and fashion icon
One thing that is crucial for fashion is the complex relationship between the society and fashion, because if we focus through sociology, we can understand how individuals' fashion choices and consumer behavior are shaped by social, cultural, and economic factors, as well as the influential role of fashion in shaping identity, social status, and consumer culture.
Fashion plays a crucial role in the construction and expression of social identity. Individuals use clothing and personal style to communicate their belonging to specific social groups or subcultures. Symbolic interactionism theory suggests that fashion serves as a language of signs and symbols, enabling individuals to negotiate their social identities and relationships through their appearance (Blumer, 1969). This process of self-presentation through fashion is influenced by cultural norms, peer groups, and societal expectations.
On the other hand, fashion is closely connected with social status and power dynamics. Veblen's theory of conspicuous consumption argues that individuals use fashion as a means of displaying wealth and social standing (Veblen, 1899). So, we can deduct that high-end fashion brands and luxury items are often associated with elite social groups, while certain clothing styles or brands may serve as markers of subcultural or countercultural identities. Social class, occupation, and income level significantly influence fashion choices and consumer behavior.
About consumer culture, we need to explore the ways in which fashion is produced, marketed, and consumed within society. Fashion trends and styles are not solely determined by individual preferences but are also influenced by cultural industries, media, and advertising. Also, fashion cycles and the constant desire for novelty fuel consumerism, the people had created a culture of continuous consumption where everyone is updating their outfits every time.
The fast fashion and online shopping platforms have further accelerated this process, providing consumers with quick access to a vast array of affordable fashion choices (Firat and Venkatesh, 1995).
Want to read a little about some subcultures of fashion in London? Check it out! https://theface.com/style/fashion-youth-subculture-trends-music-style-balenciaga-palace-ashley-williams-depop-the-matrix-tiktok-indie-sleaze-punk-volume-4-issue-10
Bibliography
1. Blumer, H. (1969). Symbolic Interactionism: Perspective and Method. Englewood Cliffs, NJ: Prentice-Hall. 2.Firat, A. F., & Venkatesh, A. (1995). Liberatory Postmodernism and the Reenchantment of Consumption. Journal of Consumer Research, 22(3), 239-267. 3.Veblen, T. (1899). The Theory of the Leisure Class. New York, NY: Macmillan.
2.2 Sociology of fashion and consumer behavior
Mauricio Bladinieres
Created on May 26, 2023
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Transcript
Topic 2
Fashion and Retail
2.2 Sociology of fashion and consumer behavior
Topic 2
Fashion and retail
2.2 Sociology of fashion and consumer behavior
Objectives and what we will learn:
“What's my style is not your style, and I don’t see how you can define it. It’s something that expresses who you are in your own way.”
Iris ApfelBusinesswoman, interior designer, and fashion icon
One thing that is crucial for fashion is the complex relationship between the society and fashion, because if we focus through sociology, we can understand how individuals' fashion choices and consumer behavior are shaped by social, cultural, and economic factors, as well as the influential role of fashion in shaping identity, social status, and consumer culture.
Fashion plays a crucial role in the construction and expression of social identity. Individuals use clothing and personal style to communicate their belonging to specific social groups or subcultures. Symbolic interactionism theory suggests that fashion serves as a language of signs and symbols, enabling individuals to negotiate their social identities and relationships through their appearance (Blumer, 1969). This process of self-presentation through fashion is influenced by cultural norms, peer groups, and societal expectations.
On the other hand, fashion is closely connected with social status and power dynamics. Veblen's theory of conspicuous consumption argues that individuals use fashion as a means of displaying wealth and social standing (Veblen, 1899). So, we can deduct that high-end fashion brands and luxury items are often associated with elite social groups, while certain clothing styles or brands may serve as markers of subcultural or countercultural identities. Social class, occupation, and income level significantly influence fashion choices and consumer behavior.
About consumer culture, we need to explore the ways in which fashion is produced, marketed, and consumed within society. Fashion trends and styles are not solely determined by individual preferences but are also influenced by cultural industries, media, and advertising. Also, fashion cycles and the constant desire for novelty fuel consumerism, the people had created a culture of continuous consumption where everyone is updating their outfits every time. The fast fashion and online shopping platforms have further accelerated this process, providing consumers with quick access to a vast array of affordable fashion choices (Firat and Venkatesh, 1995).
Want to read a little about some subcultures of fashion in London? Check it out! https://theface.com/style/fashion-youth-subculture-trends-music-style-balenciaga-palace-ashley-williams-depop-the-matrix-tiktok-indie-sleaze-punk-volume-4-issue-10
Bibliography
1. Blumer, H. (1969). Symbolic Interactionism: Perspective and Method. Englewood Cliffs, NJ: Prentice-Hall. 2.Firat, A. F., & Venkatesh, A. (1995). Liberatory Postmodernism and the Reenchantment of Consumption. Journal of Consumer Research, 22(3), 239-267. 3.Veblen, T. (1899). The Theory of the Leisure Class. New York, NY: Macmillan.