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THE USAGE OF TRENDS IN THE CLOTHING SELECTION OF FASHION CONSUMERS AND THE BEHAVIOR ANALYSIS ABOUT THE DETERMINATION OF CLOTHING STYLES

Abstract

Author(s): Fatma KOÇ, Kenan SAATÇIO?LU, Raziye ÇEL?K, Serdar Egemen NADASBA?

Fashion has obtainedquiteaccessiblepositionwiththedevelopment of communicationtoolsandthegrowth of socialmedia. Also, trend is a veryimportantpart of fashion, that is affectingclothingpreferences of individualsandhelpsthemto be stylish. As a result of theinteractionandchange, individualshavestartedtopreferdifferentmodelsandcolours in theirclothestoshapetheclothingstyleswiththeguidance of thepersonidentified as the “trendsetter”. Trendsthatappeared, has helpedtooccurdifferentindividualswho can bringclosetogetherpsychological, sociologicalandcultureleffects. Thisresearch is based on 4 diffrentfashionshoppingbehaviourgroups; emotion, tradition, escapeandlogiceachhaving 16 subwordgroups of “NellyRodi” who is an importanttrendsetter, respectedbythefashionworld. Theaim of theresearch is tolerarntheusage of trends in theclothingselection of universitystudentsandtodeterminetheirclothingstyles. Sample of theresearchwasconstitutedbyfashionconsumerbetween 18-25 yearsoldwhostudy in ?stanbul and Ankara. Thedatacollectiontoolwasappliedto 360 femaleuniversitystudentsstudying in differentdisciplinesand as a result of this, got 4 differentfashionshoppingbehaviourgroupsbelongto “NellyRodi” andtheireffects on thebasis of schooltypes. Withobtaineddatas, trendpreferencesandclothingstyles of thegroupwerediscussedandinterpretedwithmorethanoneaspect, aroundfactorssuch as perception, cultureandidentity.

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