The Role of Gender in the Construction of Self Through Fashion Brands

Abstract

The relation between consumption and identity continues to be an important field in marketing literature. In recent years, because of its symbolic features postmodern consumer culture has been integrated with consumption and products used. Consumers do not buy products only for their benefits but also for their symbolic features, therefore symbolic power in consumption must not be denied. In this context, constructing identity by consumed products and/or consumption processes and symbolic consumption are considered to be interrelated. The aim of this study is to help understanding the role of fashion brands in construction of the identity of the adults. In this study it is analyzed how people construct their social identity by fashion brands, especially in intragroup and non-group social environment, in accordance with Consumer Culture Theory. Focus group work has been selected for research method; focus group discussion has been made with female and male participants resident in Turkey—aged between 20 and 35. The results of the study showed that consumption of fashion brands have an important role in the construction of the identity of the adults. An important result among the outcomes of the research is the difference between men and women in terms of the construction of self through brands. The work reveals that some factors effective for women participants are not effective for men. In addition, the reasonably high level of expression of their self by fashion brands is among the results.