V2I5P28

Consumer’s Buying Behavior on Fashion Wears

Vikas S P^1*, Hrulekha B B¹, Dr Parul Tandan², Dr. Geeta Joshi²

Abstract

In the ever-evolving fashion landscape, consumer behavior is shaped by a multitude of sociocultural, economic, and personal factors. This research focuses on faction wear, a unique niche within the fashion sector, aiming to uncover the drivers behind consumer choices. Faction wear transcends mere functionality and aesthetics, embodying notions of belonging, pride, identity, and resistance. Through an exploration of subcultures, movements, and affiliations, this study seeks to unravel the intricate motivations attracting consumers to daring and distinctive fashion statements. Additionally, it delves into the influence of digital platforms, social media, and brand identity on consumer preferences, while also examining the role of cultural and subcultural connections in shaping fashion decisions. By gaining insights into the underlying motivations and decision-making processes behind faction wear purchases, marketers can adeptly navigate this dynamic market and fulfill the evolving desires of consumers seeking self-expression and collective identity through their clothing selections.

Keywords: Buying Behavior; Fashion Wears; Consumers; Clothing Selections

Published paper: