Sie befinden Sich nicht im Netzwerk der Universität Paderborn. Der Zugriff auf elektronische Ressourcen ist gegebenenfalls nur via VPN oder Shibboleth (DFN-AAI) möglich. mehr Informationen...
The purpose of this research is to show the academic and managerial interest of psychosocial theories to understand the teenagers clothing styles. Beyond marketing and sociological approaches, it is to highlight the contribution of social identity theory (Tajfel and Turner, 1979) and auto-categorization theory (Turner et al., 1987) which allow to identify the main factors related to identity construction of these people in their choice of style and / or consumption of goods and brands clothing. A qualitative approach based on a corpus of discourses from interviews and on- line forums adolescents was used. Results show that social and personal factors influence the membership in a clothing style, which is materializing in 'coherent' mix of products and / or brands of various textiles. Relevant recommendations on cross- merchandising emerge from this research. Professionals of brands and retailers in the clothing and textile market in terms of width and depth range of products.