“Look!! I’M Not the Same Person !” the Role of Clothing in Consumers Escapism

Damien Chaney, Groupe Esc Troyes in Champagne, France
While literature has extensively studied the relationship between clothing and social identity, this paper explores the role of clothing in escapism where consumers lose their identity. Results show that consumers use clothing to lose their identity, to escape from their everyday life and to enter the ritual experience community.
[ to cite ]:
Damien Chaney (2014) ,"“Look!! I’M Not the Same Person !” the Role of Clothing in Consumers Escapism ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 427-427.