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Tailoring a Fashionable Self: Sartorial Practices in an Emerging Market Context

Author

Listed:
  • Croitoru Alin

    (Lucian Blaga University of Sibiu, Department of Journalism, Public Relations, Sociology, and Psychology, 2-4 Lucian Blaga, 550169 Sibiu, Romania)

  • Rusu Horațiu

    (Lucian Blaga University of Sibiu, Department of Journalism, Public Relations, Sociology, and Psychology, 2-4 Lucian Blaga, 550169 Sibiu, Romania)

  • Rusu Mihai Stelian

    (Lucian Blaga University of Sibiu, Department of Journalism, Public Relations, Sociology, and Psychology, 2-4 Lucian Blaga, 550169 Sibiu, Romania)

Abstract

This study consists in a quantitative analysis of fashion preferences, examining various factors influencing clothing personalization. The first part of the paper sets out the theoretical framework, discussing the historical relationship between the emergence of modernity and the configuration of fashion industry. The study proceeds with detailing the regional context where the empirical research is grounded, paying particular attention to the development and current status of the region’s clothing industry. After presenting the data and the methodology, the paper discusses the empirical findings followed by their interpretation. Based on the results we argue that the level of education, marital status, shopping frequency, and the importance of clothing quality are the most important predictors in fashioning individuals’ sartorial choices as well as their preference for clothing personalization.

Suggested Citation

  • Croitoru Alin & Rusu Horațiu & Rusu Mihai Stelian, 2015. "Tailoring a Fashionable Self: Sartorial Practices in an Emerging Market Context," Social Change Review, Sciendo, vol. 13(2), pages 137-158, December.
    • Handle: RePEc:vrs:socchr:v:13:y:2015:i:2:p:137-158:n:3
    DOI: 10.1515/scr-2015-0013
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