Com que acessório eu vou? Um estudo sobre a construção da identidade social da consumidora de acessório de moda

Abstract

What accessory do I go? it is an exploratory study on the construction of social identity in consumer fashion accessories. Dios (2007) says that consumption is today the central part of the definition of the identity of persons. Therefore, the consumption of fashion accessories can seek to understand the multiple social and cultural processes. Thus, this study seeks to contribute to the discussion on the topic consumer thinking about their relationship with a product specifically: the fashion accessory. Therefore, the research seeks to understand how is the relationship between the consumption of fashion accessories and identity construction of these consumers, exploring and investigating this relationship for consumption as a form of differentiation and expression. In particular, the objective is to analyze the practices of use/ consumption of consumer fashion accessories and also describe the representations of the use/ consumption of fashion accessories for women. Furthermore, the research seeks to verify the identities of possible projects consuming woman accessories. In this sense, qualitative research, exploratory and interpretive approach will be made. For this, the following techniques are used: selfdirected interviews with images or photo elicitation (PET) and in-depth interviews. Apparently, the consumption can be seen as a key factor in the construction of identities of women. The growing importance of women in different markets and the requirement of looking well is only increasing consumption of accessories. Culture as a dynamic system continually breaks old relationships and establishing new connections, identities. People want through consumption practices, communicate meanings, emphasizing the cultural dimension of consumption. Finally, the aim of this work was to contribute to the theme of consumption of fashion accessory and its role in building and maintaining the identity of women consumers of fashion accessories. In this sense, the information found in research on consumer of fashion accessory are important both for the academy and for the companies operating in the manufacturing and marketing of these goods, but also for those organizations who care to know the trends of consumption and identity women within a specific society or culture.