Consumption of fashion brands: functional and symbolic aspects
DOI:
https://doi.org/10.26563/dobras.v1i1.406Keywords:
fashion, consumption, brands.Abstract
This research has the objective to present the aspects looked for the consumers of fashion brands. The following results were identified: Search of result – functional brands; Search for the seduction – brands show off; Search for look – hype brands; Search for the freedom – independent brands; Search for the authorship – individual brands; Search for the newness – modern brands; Search for the individuality – arrogant brands; Search for the security – maternal brands; Search for prestige – compiscous brand. Functional aspects is basic condition for the consumption, separate resulted the symbolic aspects starts to be differentiations.
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