This study explores how consumers perceive and interpret their own use of fashion when situated in two different contexts in everyday life. The methods this study adopts include auto-driving by utilizing four pictures by two participants in dress-down and dress-up situation, the interpretive case method mainly using confirmatory personal introspection (CPI) and member checks as to elicit independent conclusions of the original emic interpretation. As a result, this study reports the projective function of fashion in the expression of oneself and personality, demonstrates how situation plays a major role in consumers’ perception and use of fashion, and addresses a series of tensions and paradox resolutions between autonomy and conformity issues in different situations. Therefore, this study confirms the perspectives of Belk (1975) and Thompson and Haytko (1997). Also, the study shows how unique meanings describe the dialogue from the process of self-introspection, confirmative evaluation by other person, and interpretation of symbolic meanings embedded in brands.
Do, H. and Lee, S. (2013), "Fashion's Roles in Presentation of Self in Everyday Life", Ko, E. and Woodside, A.G. (Ed.) Luxury Fashion and Culture (Advances in Culture, Tourism and Hospitality Research, Vol. 7), Emerald Group Publishing Limited, Bingley, pp. 47-65. https://doi.org/10.1108/S1871-3173(2013)0000007006Download as .RIS
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