You wear what you are: Identity and clothing consumption in the capsule-wardrobe adoption process
DOI:
https://doi.org/10.26563/dobras.i36.1617Keywords:
Identity, Clothing consumption, Capsule-wardrobeAbstract
This research aimed to understand the role of identity and clothing consumption in the capsule-wardrobe adoption process. A qualitative study has been developed with thirteen women who have adopted the capsule-wardrobe. Semistructured interviews and content analysis have been applied to collect and explore the data. Based on the findings, a diagram of the capsule-wardrobe adoption process has been proposed. The results indicate that capsule-wardrobe adoption process is intrinsically related to changes in the identity and clothing consumption of its adopters. The role of identity in this process was perceived through a transition from focusing on social identity to focusing on personal identity. Therefore, with the capsule-wardrobe adoption, “you wear what you are”. As research limitations, we mention the connection failures that have sometimes interrupted the interview flow. As managerial implications, we suggest that retailers and other companies might adapt or develop appropriate marketing strategies for this new segment of consumers: capsule-wardrobe adopters. For instance, products focused on durability and high quality (e.g., slow fashion) would be an alternative to reach those consumers. Slow fashion brands might focus on the connection between personal identity and fashion consumption as a visual representation of the individuals’ self (i.e., the “you wear what you are” idea) in their campaigns. Finally, this study contributes to the academic field as it proposes a diagram regarding the
capsule-wardrobe adoption process. It also contributes to the literature of studies on consumer identity projects in Consumer Culture Theory from the association of identity with clothing consumption.
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