Article2023

Navigating identity formation via clothing during emerging adulthood

8 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The purpose of the study is to examine the experiences of emerging adults transitioning from college to career and the implications of this transition on clothing choice and identity formation. Design/methodology/approach This study utilized a phenomenological approach to address how appearances are used by emerging adults during the transition from college to the workplace and how those appearances help form identity. Findings The study found that participants have a desire for high-status consumption, primarily fueled by social comparison and the desire to keep up with colleagues, a desire to express identity through clothing, even if they are working from home, and the tendency to convey maturity during this transitory time by dressing the part. Research limitations/implications The main limitation of this study is the homogenous nature of participants. Most are white females in their 20s who work in the fashion industry. It would be fruitful to consider a more representative population of emerging adults to examine the role of clothing choice on identity formation during this critical time. Practical implications This study highlights the need for change in the retail sector, regarding which garments create a professional wardrobe. Since the pandemic, many companies have shifted to a casual dress code, thus rendering the historically professional wardrobe of business attire obsolete. Originality/value Examining what it means to be an emerging adult joining the workforce in today's post-pandemic world is a complex and ongoing process. This study provides insight into how this experience is navigated via clothing and how identities are shaped during this transition in a person's life.

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References

1954A Theory of Social Comparison Processes 2000Emerging adulthood: A theory of development from the late teens through the twenties.1989Assessing coping strategies: A theoretically based approach.1988Possessions and the Extended Self 1994Analysis and Interpretation of Qualitative Data in Consumer Research 2020Impact of Covid-19 on consumer behavior: Will the old habits return or die?2015Generation Z: Technology and Social Interest 2006Emerging Adulthood: Understanding the New Way of Coming of Age.

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