ANALYSIS OF FAST FASHION CONSUMER BEHAVIOR FROM THE PERSPECTIVE OF CONSUMER SOCIETY RESEARCH

Abstract

The advent of the consumer society and mass media era has reconstructed the way people produce and live. Based on this condition, fast fashion as a new clothing industry has been spawned and has become popular rapidly. First of all, this article analyzes the concepts of fast fashion and fast fashion consumption, in order to explore the attribution of the rise of fast fashion consumption, including the rapid development of society and economy, the urgency of stimulating people's domestic demand, the driving role of mass media and advertising, and the psychological needs of the public keep increasing and so on. In addition, Fast-food consumerism represented by fast fashion has become a symbol that distinguishes a certain class or group. This article uses the sociology of consumption as a research perspective to explore the symbolic value of fast fashion consumption. It includes four types of symbolic values, including the value of highlighting differences, the value of distinguishing social classes, the value of belonging to a social group, and the value of resolving identity crises. At last, as a summary part, this article summarizes the benefits of fast fashion consumption, and makes certain reflections and suggestions on the disadvantages of fast fashion consumption.