My Purchase Experience with Fashion
Chinese has a tradition of elderly members of family giving red packet lucky money to children in New Year’s Eve, and they always give the same amount of money to each child so that we could maintain collective identity (Epp and Price, 2008) of family. Children like me always looking forward to that day for we could receive a lot of pocket money to buy what we want. I am mostly interested in fashion and clothes, so I always spend most of my time and money focusing on this part. This essay will start by introducing the cycle of fashion involving the upper class, the middle class and fashion designer, focusing on the first step of McCracken’s Movement of Meaning model (1986), from culture to consumer goods. Then, it will move to analyze one of my online purchase experience with fashion, using theories of possessions of extended self, rituals and family identities, with the help of other consumer behaviour concept. Classically, the upper class and celebrities such as popular stars, often form a role of opinion leader and cultural innovator towards society, especially in fashion industry (McCracken, 1986). They create distinct identities or self that is admired by the middle class and their fans. Those subordinate parties then often follow and imitate their style of wearing, and this provides great business opportunities to fast fashion industry, as much cheaper clothes can help followers to trickle down in much fewer costs comparing with the runway clothes. However, in the meantime, the superordinate parties are constantly looking below them to ensure that they are keeping ahead and introducing new fashion. In this way, the self-perpetuating cycle continually moves fashion ahead (Solomon, 1999). Therefore, everyone keeps buying new clothes in new season and saving last seasons’ clothes in the wardrobe, in order to show others an image that this is a fashionable person. According to McCracken’s Movement of Meaning model (1986),...
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