Fashion, between identity and consumption

"Fashion and consumption are complex social phenomena defined as attitudes of a community which manifests a predominant style in a given period".

Fashion is inspiration , creativity, intuition , but also organization, strategy and management. These apparently conflicting aspects must coexist and amalgamate to ensure the success of an entrepreneurial idea. It can concern all the external manifestations of man like clothing, architecture, art and also other spheres not directly connected to the concept of exteriority such as readings, hobbies, holidays.

Today fashion is not a separate sector; by involving production sectors, creatives, services, culture , psychology, media, technology , it presents us with a multidimensional sector integrated with many aspects of life. According to the Garzanti dictionary, fashion is the more or less changeable custom that, becoming prevalent taste, is imposed in habits, ways of living, in the forms of dress.

The world of fashion is a world that lives on trends and tastes that change in a season. It is a world, therefore, in which the sociological study of the consumer becomes not only fundamental, but almost indispensable. Fashion comes from an innate tendency to imitation; it raises individuals from the problem of choice, making them feel part of a group and satisfying their need for distinction and personality. Fashion distinguishes and conforms, identifies formal groups, aggregates of people who identify with something, introducing common cultural models of reference.

Fashion companies must know how to disrupt and innovate the previous rules while remaining faithful to the values ​​of their brandand strengthening their competitive advantage. In such a varied scenario, in order to win the competitive battle, companies must be able to meet consumer demands, trying to satisfy their needs in the best possible way.

In this "feeling", consumption, therefore, is first of all a social phenomenon and is determined by the social relations of the consumer but it is also an economic category, because it is achieved through objects supplied by production but when it contributes to the satisfaction of needs it is also a psychological phenomenon because an adult person satisfies his needs in a conscious way; he is aware of his typology and intensity, of the object in itself, of how to satisfy the need and finally the consequencesof his satisfaction. A person can also change or postpone the satisfaction of need, thus creating an empty space, a hiatus, between need and satisfaction. Consumption, therefore, is not a goal but a mode of human manifestation, based on human activity that provides the tools and establishes ways and conditions to satisfy needs.

Consumption, as the ultimate goal of buying a product, has two forms:

–        Use : this is the form that allows to satisfy the material needs of the consumer. In this process, the product is used quickly or slower, depending on the case, until it is used up.

–        Enjoyment : when a consumer feels pleasure in using a product, at the same time satisfying a spiritual need. The satisfaction of the need must be direct, or the consumer must act directly on the product; the subject must perceive it directly through his senses and experiment it in a specific way in order to satisfy his need.

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