Consuming the Fashion Tattoo

Dannie Kjeldgaard, University of Southern Denmark
Anders Bengtsson, Lund University
ABSTRACT - From being considered a marginal and sometimes deviant behavior, the consumption of tattoos has become a mass consumer phenomenon. As tattoos have gained in popularity, it can be expected that the reasons for why people get tattoos have shifted as well. This paper explores consumers’ motivations for getting a fashion tattoo and the meaning associated with its consumption. Through phenomenological interviews with fashion tattooees, the themes 'art/fashion’, 'personalization and biographing’, 'contextual representation of self’, and 'meanings?’ are related to existing consumption theory.
[ to cite ]:
Dannie Kjeldgaard and Anders Bengtsson (2005) ,"Consuming the Fashion Tattoo", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 172-177.