The idea of choice with "Street Style" fashion selection of teenagers

Abstract

This thesis explores the behaviour of teenage consumers when choosing ˝Street Style˝ clothing. Teenagers use fashion and clothes to express their identity, to rebel against the authorities, but mostly as means of communication and to send a message. Their fashion choice is mostly influenced by their friends, and then the media, such as social networks, television and fashion magazines. Teenagers often dress according to the music they listen to. The results of this research indicate that young people usually go shopping once a month, or even more often. Usually they shop in the retail of fast fashion clothing such as New Yorker, H&M, C&A, Bershka and Zara. They want to have the possibility of a choice, but when they need to make the choice they usually become indecisive and doubt everything. The research shows this is particularly the case with teenage girls.