Fashion Consumption Problem Research And Identity

In recent years, along with living standards are being raised, consumption plays amore and more important role in people’s daily life. there is nothing new that theconsuming behaviors bringing the value of symbols show identity, status, individuality andtaste. The purpose of consumption is turning from use value of goods to symbolic value.Against this background of consumerism, fashion consumption grow vigorously. Fashionconsumption,Having special consumption cultural type, by which one gets his feeling ofbelongs and individual identity through keeping up with fashion trends. Fashionconsumption can been seen everywhere in life. People are and accomplish their own andothers identity by following the fashion trends. Fashion consumption, having been fuelledby media and commerce, become increasingly intense.The popular of fashion consumption has something to do with the prevalence ofidentity anxiety. Chinese society is in transformation period, and mutual various kind ofcultures conflict mutually, diversity of values. Against this general social background, theindividual questions “who am I?” and suffers identity crises. Identity is identifyingrelationship between self and others, and setting up self-awareness by taking others as aframe of reference, which involves two layers of meaning. Consumption and identity aretwo aspects of one process, the choices for life style and pattern of consumption aredetermined by people’s identity. According to Simmer, fashion involves double target, thatare assimilation and splitting, which means following trends of fashion has many functions,which can remove alienation from groups, satisfy the need of belongs, and showpersonality and taste. In some way, fashion consumption give people respite from identityanxiety caused by identity crisis.The cause of identity crisis is the pluralism of values, and the question of identity isthe question of faith. In this lacking of faith and consumerism leading period, consumptiondominates everything, and confines status, positions and tastes. People accomplishself-defining and receive identity by consumption of symbols. The cultural logic ofconsumerism lure people chasing after fashion, which cannot remove identity anxiety.The causes of identity crises are spurred by the logic of commodity fetishism.cultural root-seeking is the only way that we disengage the puzzle of consumerism, andreconstruct the identity, and return original value to goods and return human dignity tohuman being.