Sociology Analysis Of Trendy Brand Symbolic Consumption

In recent years, trendy brand this emerging costume culture occupies peoples’ vision rapidly, and exaggerated costumes which leaded by fashion trendsetters and popular celebrities become seeking hot spots of everyone. Behind this trend of expansion, it is the transformation of consumption concepts of people from traditional things for utility to things for external use: people who are in the consumerism wave have turned consumption into symbolic behavior which externalized identities, statues, lifestyles and consumption tastes, and it associates consumption with social interactions, and it completes the dissimilarity and similarity of stratum.In view of this, the author adopts research methods which is quantitative analysis, and chooses consumer groups who love or have potential preference for trendy brands in Beijing as the objects of this research, and takes symbol consumption as theoretical perspective, analyzes the consumer influence factor of trendy brands symbol consumption through five expressing ways(brands, advertisements, appearances, fashions and impulsiveness) of the symbolic value of costumes. And this research analyzes the consumer demand of trendy brands symbol consumption from characteristic consumption, convergent consumption, cognitive consumption three levels. On the basis of analyzing the phenomenon of trendy brands consumption, this paper analyzes the differences of trendy brands consumer motivations and demands in different groups according to the differences of gender, age, education background, financial situation, consumption abilities such aspects.Through the analytical investigation of findings, this paper inspects the research hypothesis and reaches that the consumer influence factors and demands behind trendy brands consumption mainly derive from the emphasis on personality from high-end groups and the expression and vent for their own feelings from young people.