Research On The Fashion Consumption And Construction Of Identity Under The Perspective Of Intercultural Communication

With the advent of the mass consumer society,consumption has gradually become an important way for people to maintain and construct their identities.As a special form of consumer culture,fashion consumption is a kind of consumption behavior and lifestyle that individuals can obtain group sense of belonging and individual identity by pursuing fashion trends.The popularity of fashion consumption is not unrelated to the identity anxiety that prevails in contemporary people.In the transitional period of Chinese society,various cultures collide with each other and values are diversified.Under this large social background,individuals face more and more identity contradictions and uncertainties,facing the question of “Who am I?”This paper selects the foreign fast fashion brand ZARA as the research object.ZARA is the most representative fast fashion brand in the international fast fashion apparel industry.It has been loved and followed by the mass consumers in China.As a heterogeneous culture,ZARA,what are the characteristics of its brand image,how the Chinese white-collar workers who are the main consumer groups of the brand have constructed their identity for ZARA’s fashion consumption,what are the psychological reasons for their identity construction,and what are the countermeasures for the whitecollar identity crisis? The article mainly analyzes these four issues.First of all,the article first outlines the development of the ZARA brand,and analyzes ZARA’s image construction through the ZARA brand symbol and window display.Secondly,it focuses on analyzing how the ZARA brand cross-culturally constructs the identity of consumers and the reasons for the realization of such cross-cultural identity construction.Thirdly,by analyzing the particularity of the formation of Chinese whitecollar workers,we reflect on the construction relationship between fast fashion consumption and identity in the context of globalization.Finally,the author believes that to solve the crisis of identity of Chinese white-collar workers,eliminate alienated consumption,and rebuild identity,we should strengthen the cultivation of the "middleclass mentality" of white-collar workers and improve the cultural influence of Chinese local fast fashion brands on the local and global.Play the role of mass media in shaping the new consumer ethics.Only by clearly understanding the cultural logic of consumerism and rebuilding identity can we realize the development of individual comprehensive freedom,and make consumption truly become the driving force for social progress and civilization development.