Understanding Fashion Consumption in the Networked Society: A Multidisciplinary Approach

Fashion consumption is changing rapidly due to the digital transformation of our society that affects both the market and with-it brands’ behaviors, and most importantly consumers’ practices: users/audience/ consumers are involved at different levels, as knowledge and content producers and as seekers thereof. Customers move seamlessly among different devices, contents and media channels. While searching for information, purchasing products and sharing band related experiences and in so doing creating content, they also entertain themselves. In each stage, customers experience multiple touch points: in part brand owned, and in part the result of the mediated imagery storytelling and consumers generated content. This level of complexity requires a multidisciplinary perspective that combines together quantitative and qualitative approaches, as well as different disciplines such as sociology, branding and semiotics. In this paper we will be discussing some data of our survey commenting on the transformation of the consumption experience.