Men’S Fashion and the Consumption of Clothes
How do men deal with their masculinities through fashion clothing? How do they deal with fashion clothing through their masculinities? Conducting eight in-depth interviews with males aged between 23 and 40 years, this paper tried to explore such questions through an investigation of men’s decision processes when the consumption of fashion is involved. Three groups were discerned through the analysis of the interviews: “anti-fashion male”, “singular male” and “grooming male”. It was observed that different models of masculinity may be reinforced by not only the ways that men dress, but also the ways that men buy their clothes.
Helene Bertrand and Lia Davidovitsch (2008) ,"Men’S Fashion and the Consumption of Clothes", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 34-39.
Helene Bertrand, Pontificia Universidade Catolica do Rio de Janeiro, Brazil
Lia Davidovitsch, Pontificia Universidade Catolica do Rio de Janeiro, Brazil
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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