The Role of Identity in Consumer Purchasing Behavior in Fashion Industry in Thailand and the UK

The Fashion industry is highly unique in that the clothes we wear make a statement about ourselves and can provide an insight into our individual preferences (e.g. styles, personalities, looks). People often judge others by appearance and the things we buy. Fashion therefore offers one of many ways to express oneself about who they are and how they want to be perceived. Many people use fashion to create their own identities. They express themselves through the clothes that they choose to wear because the first thing that people notice from others; is our appearance and the things we wear (e.g. clothes, makeup, accessories).There are many factors that influence people on their behaviors and decision making, for example: cultures, religions, personalities, attitudes, peers, families, brands, celebrities and social media. All of these play significant role in consumer purchasing behavior. This paper looks to analyze these factors and critically discusses the process of consumer purchasing behavior in both the Thai and the United Kingdom fashion industries.In this research study, twenty interviews were conducted using twenty questions for each. The respondents were asked about how they perceived themselves, how they want others to perceive them and whether the reasoning behind their purchase related to the brand itself, the need of the products, the celebrities who endorse the products or the influences of others. The findings demonstrate that the majority of the participants choose to buy products that will enhance themselves or provide them with their desired image or identity. Another common reason was found to be the influence of celebrities or fashion bloggers. Ultimately, it was found that people were greatly inspired by others, either consciously or unconsciously