ファッション・マーケティングの服装社会学的研究 : 新しいライフスタイルとスローファッション

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  • A Fashion Sociological View of Fashion Marketing -A New Lifestyle and Slow Fashion-
  • ファッション ・ マーケティング ノ フクソウ シャカイガク テキ ケンキュウ : アタラシイ ライフ スタイル ト スロー ファッション

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Over 20 years have passed since Fashion Sociology started its study. Since then, the main subjects of Fashion Sociology were not fashion as a material but as a human behavior. As a result, the studies of Fashion Sociology resemble the studies of consumer behavioral studies in Marketing, and are useful in Fashion Marketing. From the consumer behavior point of view, there is a new lifestyle called Slow-life. The origin of Slow-life is slow-food, which was an anti-concept of fast-food made in Italy. Fast and Slow does not only mean the speed but also mean the standardization. So, the concept was not limited to only food, and was expanded to fashion, leisure, living and many other areas. In this report, we will discuss from the consumer behavior point of view about the concepts of Slow Fashion and how it will affect the future of Fashion Marketing.

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