La captation de la jeune clientèle en matière de mode : le cas d'H&M et ZARA

Abstract : This Ph.D. dissertation is based on the observation that fashion studies that focus essentially on the consumer neglect the strategies adopted by providers. This is why the present study seeks to revolve around the work in illegal securement performed by the professionals of fashion. The issue requires immediate attention because, in spite of all the work in social sciences on fashion, researchers in Social Informatics dedicated to this theme are few or even non-existent. When it comes to theorising and questioning, the concept of a fashion wishing to captivate people naturally gives rise to organizational and communication problems. Because fashion is by definition that which puts things out of fashion; its existence is shortlived. Roland Barthes said that fashion stems forth from the collective imitation of a novelty which is constantly renewed. The actors who accelerate its emergence are also those that put it out of fashion every year by proposing another fashion. Thus there is permanent renewal of the articles bought by consumers and the direct implication of this is that the items proposed by providers are also renewed. Fashion thus becomes by definition an institution which precipitates the consumer into purchasing on a permanent basis. ZARA and H&M, the two world giants of ready-to-wear clothing, unmistakably embody this situation. Their illegal securement consists in proposing collections of clothing at the tip of fashion, sometimes directly inspired by luxury brands, and all this for affordable prices. These two companies characteristically little alike, except for the fact that they distribute so-called trendy products to a youthful public
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Xavier Manga. La captation de la jeune clientèle en matière de mode : le cas d'H&M et ZARA. Sociologie. Université Paul Verlaine - Metz, 2010. Français. ⟨NNT : 2010METZ025L⟩. ⟨tel-01749046⟩

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