Consumers’ attitudes towards fashion and the effect of digitalization on their fashion consumption

Consumption is a process of consumers selecting and using goods and services. It is influenced by external elements such as cultural, social and economic factors, but also a consumer’s own internal preferences, values and motivation. In the past decades, rapidly accelerated globalization and technological evolvements, among other major changes in societies, have developed the overall consumer behavior. In this thesis consumption is considered especially from the point of view of fashion. The thesis examines the attitudes and meanings consumers have towards fashion and how the developing digitalization effects on their fashion experience. In this thesis, fashion consuming is pictured as an ongoing process which is triggered by all the time developing new trends. The fashion experience is seen highly affected by digital solutions. As a theoretical framework, there is used a modified version of EKB decision model. The empirical research of this thesis is conducted with a qualitative research method and all together seven Finnish consumers were interviewed. Fashion has evolved along consumption and today it takes a large portion of the topic. Fashion is more than just a clothing as it represents a sociological phenomenon which concerns several consumers. Over the last centuries and decades fashion has transformed from slowly changing dresses into fast phased garments. From today’s fashion types, fast fashion stands as the most purchased one, however, due to its bad quality and unethicality, it is also the most unvalued. The meaning of fashion depends on the interest consumers have towards it. In this thesis, three types of fashion consumers were considered; 1) fashion forerunners, 2) fashion followers and 3) consumers with no interest in fashion. In the research all the mentioned fashion consumers are represented. The major differences between these fashion consumers were the extent fashion was followed and the frequency new clothing was purchased. Digitalization is a big part of fashion consumers’ everyday lives. Online shopping has become beside the traditional brick-and-mortar shopping, and it has grown its popularity. The most valued benefit of online shopping is convenience, whereas brick-and-mortar stores offer face-to-face service and physicality. Digitalization overall has changed the fashion shopping experience but it also effects on consumers’ way to follow fashion, which has turned into more social media centered