Fashion consumption

trend of need amid a pandemic

Abstract

The present study analises the forms of fashion consumption during the covid-19 pandemic. The research started from a historical conception and perception of semioticsin which consumption and expressiveness of fashion are associated with everydayhabits. Two steps were used to structure this article: a bibliographic review that can bepostulated as the main forms of consumption, such as building significant systems, structuringfashion, as well as possible justifications for such choices. Names such as Lipovetsky(2009), Greimas (1977, 1979), Barbosa (2004), Campbell (2001), Caldas (2006),Svendsen (2010) were used. Followed by the application of a questionnaire to confrontideas and the reality experienced by the interviewed, supporting an analysis by the methodologyof Bardin (2010). Therefore, it was verified that the acquisition of fashion productsamid the difficulties in accessing clothing stores, their relationship of needs, thesystems of meanings and perception of the reality of fashion consumption.