Journal of Marketing Management

After the fashion passes, my identification remains! Consumption patterns and identity construction of homoaffective clothing
Tonny Kerley de Alencar Rodrigues, Lísia Maria Monteiro Ferreira

Abstract
Clothing is a way of expressing, through verbal testimony, patterns of cultural principles, and being able to understand consumer behavior. Thus, through the interfaces of a symbolic product, it is possible to perceive the identity construction that individual sex press to fight against social discrimination and exclusion. Research has the study aims tounderst and the symbolic representations present in the consumption of clothing by homosexuals. Based on a qualitative approach, centered on the subjectivity of symbolic cultural meanings and supported by the family of theoretical perspectives that make up the CCT (Consumer and Culture Theory), in-depth interviews were conducted with homo-affective consumers and analyzed with Spiggle's methodological proposal (1994). The main findings found were that individuals have their own style when choosing a clothing, and try to make a mix of accessories and clothing to be able to suit their personal taste, so clothing is understood as a language and can express communication, for stimulate the individual's tactile and visual relationships. Given this, the body also represents a way of expressing identity, whe ther through piercing or tattoos.

Full Text: PDF     DOI: 10.15640/jmm.v9n1a4