Since the Industrial Revolution, when production commenced to be “mass-production”, the products have no longer distinguished only by their essential characteristics. The unique feature became the symbolic universe attributable to the fashion and advertising, broadcasting tool of identity constructed for each product. Most of the companies identify fashion as a field reserved to the customers so the first association of ideas usually made related fashion with the movements of women’s clothing. However, fashion is a social device, the behavior is guided by the fashion phenomenon of general human behavior and is present in its interaction with the world, which means, fashion is associated with either women or men.
The study of the behavior in fashion aims to analyze how the phenomenon increases the buying attitude toward one product or another, as well as their meanings expressed in the society where the individual interacts and how it is defined. Impulse is the main reason for purchasing new luxury items. Another reason is the influence of a product to another. “People want more update. They want innovative products in less time. A new outfit invites a new makeup, a new gloss, a new perfume, a new product for hair, and it all ends up being pulled and pushed by the cosmetics industry” (Junior, Celso Martins). In today´s generation, people use to see new products coming out very often, they want to keep up with the media that is always influencing people on style and updating them on new items.
Technology is also an important matter in luxury. The relationship between digital and luxury can no longer be ignored. Technology influences the entire value chain within the sector. Innovation in product develops improvement in recent products and creates new ways to relate quality with modernity. Luxury also uses technology to make easier to their consumers to interact and engage rapidly with the brand value and expand their market. “Brands that can integrate technology into brand and product experience are well placed to engage future luxury consumers” (Global Powers of Luxury Goods 2015).
Technology also creates more selective, informed and cautious consumers, and yet still essentially emotional in their goals and relations with consumer goods, which requires all entrepreneurs, executives and designers a deeper and more balanced diving in the strategy and art world. People had become more selective on what and where to purchase certain products. Some people rather take their time and shop for more affordable prices and with greater qualities.
“At that moment, communication via the product’s image is as important as the real communication of its attributes, its values, its origin and its comparative prices” (Elbancha, Sonia). Communication causes the creation of a product and their collection to obtain an artistic sensibility, aesthetics and poetics touch to the personality of the new modern consumers. Therefore, it comes evident that fashion is also creating jobs in times of recession. “In terms of Brazil , fashion is also responsible for a significant number of direct jobs – in industry and commerce – and indirect , such as , for example, advertising agencies , press offices , consultancies and own press” (Joffily). The fashion industry involves much more than production and marketing of clothes and accessories. It involves all the mass media, advertising agencies, modeling agencies, consulting and specialized companies.
On fashion behavior, academic and practical study has a huge importance. This occurrence provides the human group from one of the best examples in social influence as a consumer behavior. It also has a dynamic example of using products to express itself. Some studies show that the consumers want more than the material aspect when looking at their clothes, they want to identify themselves with the message the product may produce.
Consea do Brasil – São Paulo