Fashion, Consumption and Identity

Carlos Rossi, PPGA - EA/UFRGS, Brazil
João Fleck, PPGA - EA/UFRGS, Brazil
Teniza Silveira, PPGA - EA/UFRGS, Brazil
Alejandro Ojeda, Christian Albrecht, Cláudia Lanfredi, Luís Moura, Martina Basile, Priscila Esteves, PPGA - EA/UFRGS, Brazil; PPGA - EA/UFRGS, Brazil; PPGA - EA/UFRGS, Brazil; PPGA - EA/UFRGS, Brazil; PPGA - EA/UFRGS, Brazil; PPGA - EA/UFRGS, Brazil
What makes somebody uncomfortable with her own appearance? Why look like the others bother us so much? Such questionings show us a conflict in the consumer mind in the search for an unique style against the need of group recognition, creating a reflexive thought on the importance of fashion in our society. The consumers on the video value their dressing way and they help us understanding how consumers build and express their identity through fashion.
[ to cite ]:
Carlos Rossi, João Fleck, Teniza Silveira, and Alejandro Ojeda, Christian Albrecht, Cláudia Lanfredi, Luís Moura, Martina Basile, Priscila Esteves (2010) ,"Fashion, Consumption and Identity", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 734-734 .