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"FASHIONSCAPE": CONSUMER INTERPRETATION AND USE OF FASHION, CLOTHES AND SHOPPING

Living in the city, going out and meeting many people makes you to think and care about your image - how you look like and what people think about you… you always think or are aware of how people see you. The way you want to appear to others via fashion is part of this social interaction and social game.(M, 24)

ABSTRACT With this article I propose for the use of new interdisciplinary concept within fashion, media and consumer research – the "Fashionscape" that helps to explore fashion and clothing as material culture and spatial practice in relation to media and consumption. First part of the article underpins "Fashionscape" theoretically and opens up through empirical research in the second part. Eight in-depth interviews with eleven respondents from Sweden, Germany, France, Lithuania and Estonia were carried through to highlight consumer behaviour within „Fashionscapes“. Consumer interpretations on the essence of clothing and fashion as a way of communication show how the practice of "Fashionscape" is unavoidable in the urban context. The nodes of clothing, fashion, media and consumption from the consumer point of view make this study a fresh approach to the ever-attracting world of fashion.

Keywords: fashionscape, space, mediaspace, fashion, shopping

Päris lahe tunne, tuleb mainida. Sürreaalne päev. Saja viiekümne kroonine võileib (mismõttes?), klaaside kõlistamine Stockholmi kohal õhu restoranis, järjekordne headaega-päev...

Alla kirjutab: A.J. (MA)