Meaning and Values in the Consumption of Fashion by Men

摘要

The objective of this study was to analyze the discourse on fashion consumption and fashion brands by male inhabitants of Caruaru city, State of Pernambuco, Northeastern Brazil. The findings include the way men understand fashion consumption and the values that direct them to buy fashion brands. These men see fashion consumption as the act of buying and consuming fashion brands in order to acquire various levels of status and express their values. When their discourse leaves the domain of fashion, the act of dressing becomes functional, an expression of personality and occupation. By doing this, it becomes part of the male universe. The following symbolic associations were identified, which were related to the motivational types of values proposed by Tamayo and Schwartz: Self-Realization/Self-Esteem, Belonging/Compliance, Contemporaneity/Hedonism, Rationality/Confidence, Distinction/Self-Determination, and Ostentation/Social Power. It may be concluded that the consumption of fashion and fashion brands by the men in the studied context are directly related to the social group they belong to, or would like to belong to (aspiring group). Regarding the group they belong to, the participating men, while consuming fashion and fashion brands, choose items that reflect the values of their group in order to feel part of it. However, insatiable desires, inherent to all human beings, do not allow that the Caruaru men are satisfied with the feeling of belonging to a group only, driving them to seek in the consumption of fashion and fashion brands those items that will make them feel valued and recognized as being unique.