Symbolic consumption in teenagers' clothing choices

Abstract The importance of the symbolic properties of goods has been explored in depth among adult consumers, but there has been less attention given to the symbolic consumption of young people. This study explores the subject of symbolic consumption with specific reference to clothing in the teenage market. Thirty‐eight young people were interviewed, and age, sex and social position variations were considered. The results of this study suggest that conspicuous consumption is relevant for young people, and that they are a group which is adept at reading the signals represented in clothing choices. The authors found that the clothes choices made by young people are closely bound to their self‐concept, and are used both as a means of self‐expression and as a way of judging the people and situations they face. Evidence was also found that clothing has a function in role fulfilment, making the wearer more confident and capable. Overall, clothing can be viewed as an essential social tool in the lives of teenagers. Copyright © 2004 Henry Stewart Publications Ltd.