The New Symbolic Consumers For Fashion Brands - 1062 Words

5. Discussion The study has followed several sets of key previous research findings and contributed to the new symbolic consumers’ model as explained in the following seven arguments. First, Baudrillard’ (1993, 1994, 1998) theory, symbolic consumption, as a focal notion of the study, is found to be a good foundation to understand consumers’ purchasing decisions for fashion brands. The findings show that consumers choose brands which have relevance or desired ‘symbolic value’ for them. Not only Baudrillard, the findings are also in line with the studies of Dittmar (1992, 1994, 2004, 2008), Elliott Wattanasuwan (1998a) and Wattanasuwan (2003, 2005) regarding how consumers use fashion products; symbolic consumption is used to represent actual self-identity, and also to create ideal self-identity. Furthermore, Baudrillard’s sign system can be applied to explicate the process of the signification of fashion brands. The sign system leads to a new model of symbolic consumers, which is used to illustrate the interrelationship between all consumer influences. Baudrillard proposed that consumers from different backgrounds interpret fashion symbolism differently. The findings revealed that fashion brands’ marketing elements are translated based on respondents’ experience. The findings also support Grubb and Grathwohl’s (1967) model stating that the signification of fashion goods is generated by the symbolic exchange transactions of groups. Hence, internal and external influencesShow MoreRelatedEconomical Monday Marketing Strategy1391 Words   |  6 Pagessuch popularity of Cheap Monday the Swedish fashion brand. Cheap Monday had probably made its widest international depute on the 19th of September, 2007 when Serena van der Woodsen—portrayed by Blake Lively—was arriving at Grand Central station in the sitcom Gossip Girl,. 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