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Democratizing Fashion Consumer Engagement and Redefining Style in the Digital Age

Author

Listed:
  • Lawrenz C. Canag

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines Paranaque City Campus)

  • April Joy F. Loquinario

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines Paranaque City Campus)

  • Rhea May V. Pepano

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines Paranaque City Campus)

  • Ralph B.Peninoy

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines Paranaque City Campus)

Abstract

The industry of fashion has faced a great transformation in the modern world. Democratization of fashion through social media for captivated online experiences. This study aims to essentially gather information and data from existing sources, ideally due to its cheap cost when compared to another research. Since the data was accessible through online publications, our study examined previously published research and articles. Since the data was accessible through online publications, our study examined previously published research and articles. Our paper also highlights how different internet platforms are important in allowing this transformation by encouraging users to explore trends that resonate with their personal taste while promoting a sense of community among fashion lovers. The result recommends that while consumers show a desire for sustainable practices, purchasing decisions most of the time prioritize quality and price than sustainability, letting out an attitude-behavior gap that brands must discuss. Characterized by consumer led to trend creation, challenging traditional notions of style and beauty, and rising influencer and user-generated content, this shift is further revolutionized by the meta verse enabling virtual fashion experiences, digital product ownership, and novel forms of creative expression.

Suggested Citation

  • Lawrenz C. Canag & April Joy F. Loquinario & Rhea May V. Pepano & Ralph B.Peninoy, 2024. "Democratizing Fashion Consumer Engagement and Redefining Style in the Digital Age," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 935-949, December.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:935-949
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    References listed on IDEAS

    as
    1. Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Adriana Lopes Vassalo & Célio Gonçalo Marques & João Tomaz Simões & Maria Manuela Fernandes & Susana Domingos, 2024. "Sustainability in the Fashion Industry in Relation to Consumption in a Digital Age," Sustainability, MDPI, vol. 16(13), pages 1-63, June.
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