L'intérêt des théories psychosociales pour comprendre les styles vestimentaires des adolescents 1

The purpose of this research is to show the academic and managerial interest of psychosocial theories to understand the teenagers clothing styles. Beyond marketing and sociological approaches, it is to highlight the contribution of social identity theory (Tajfel and Turner, 1979) and auto-categoriza...

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Bibliographic Details
Published in:Revue management & avenir 2015-03 (76), p.57
Main Authors: Badaoui, Khafid, Lebrun, Anne-Marie, Bouchet, Patrick
Format: Article
Language:fre
Subjects:
Brand preferences
Child development
Fashion
Influence
Marketing
Merchandising
Social identity
Studies
Teenagers
Textiles
Online Access:Get full text
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Summary:The purpose of this research is to show the academic and managerial interest of psychosocial theories to understand the teenagers clothing styles. Beyond marketing and sociological approaches, it is to highlight the contribution of social identity theory (Tajfel and Turner, 1979) and auto-categorization theory (Turner et al., 1987) which allow to identify the main factors related to identity construction of these people in their choice of style and / or consumption of goods and brands clothing. A qualitative approach based on a corpus of discourses from interviews and on- line forums adolescents was used. Results show that social and personal factors influence the membership in a clothing style, which is materializing in 'coherent' mix of products and / or brands of various textiles. Relevant recommendations on cross- merchandising emerge from this research. Professionals of brands and retailers in the clothing and textile market in terms of width and depth range of products.
ISSN:1768-5958
1969-6574