Moda : uma questâo de envolvimento

The objective of this work is to broaden the understanding ofthe phenomenon of fashion consumption looking for differences among consumers in terms of involvement with fashion. Attitudes in relation to fashion consumption (to appear, to be, to seem, to idealize, to innovate) were related with involvement factors. Data were collected by 160 personal interviews with women in the city of Curitiba. Confirming what the theory foresees, women demonstrated to be highly involved with fashion. Women that are guided by the dimension to appear demonstrated to be more involved, afirming opinion leader characteristics