Fashion Change and Fashion Consumption: A Chaotic Perspective

Abstract

In this study we try to see and study the role of various social and demographic factors which contribute to some extent in the change of fashion. Although not enough studies have been conducted on a large scale involving consumers of different ages, gender and income, but most studies previously done were on a small scale for example research involving middle aged women’s fashion consumption pattern. A profound observation of the phenomenon of fashion will reveal that they are not only extravagant in their form but also are the meeting point of such different psychological factors for beauty, thirst for novelty, affirmation of the personality and intolerance for monotony. For this research paper, the perception and evaluation of fashion clothing among consumers in the age group of 18 to 30 is investigated; and the role of social influences which include advertising, celebrity endorsers, peer groups and family in affecting consumer’s perception and evaluation of fashion clothing and its constant change is taken under consideration. The sample for this research is taken from Islamabad and Rawalpindi. Simple random sampling was the technique used and the sample size was 100. Data collected for research was through a questionnaire and interviews. The research showed that 37% of the consumers agreed that they did like to change their image often where as 11% were of the view that they did not keep the market trend in their minds and did not like to change their image often. Other factors that influenced their buying preferences were peer groups, own perception of brand and fulfillment of latest fashion trends. These results show that young consumers do keep the trend in their minds and keep switching their choice of fashion clothing from time to time to look different and unique.