Mulheres do município de Pedra Branca - CE: relação moda e consumo

Abstract

The fashion industry has become one of the most fertile sectors of the consumer society, with rapid production, relentless new product launches and trend renewal, and together with marketing and the media a key role of arousing consumer desire, putting individual well-being connected to consumption, above all else. The present study is the result of a survey of 50 women in the city of Pedra Branca-CE. Its objective is to understand the factors that influence women living in the interior of the state of Ceará, to become fashion consumers and go shopping for new products, to understand what feelings they feel before and after buying, their relationship with trends in fashion and how fashion consumption impacts their lives. The methodology of the research is exploratory, bibliographic and field, qualitative and quantitative. The results of the study demonstrate the purchase of fashion products as a way to fulfill personal desires, and that consumption provides satisfaction for the women of Pedra Branca-CE. In addition, it is possible to conclude that consumption interferes with identity affirmation, self-esteem, social life, and makes it possible to understand the motivations that lead them to buy new products, as well as the feeling provided by it.