tattoo
’We are what we have.’’ (Tuan, 1980: 472) Thinking of such a concept one may think that people might be perceived by others through the lenses of possessions. Also that such saying may be one of the most simple yet very powerful facts regarding consumer behaviour (Van Esterick, 1986; Feirstein, 1986; Rosenbaum, 1972).
The way people consume and what they consume is done in many different ways (Bourdieu, 1984; Halle, 1992; Morley, 1986; Press, 1991; Radway, 1984).
Throughout different areas and categories people are able to express their gender, values, social status as well as their social roles, their lifestyle and interests and other features which may have an influence regarding their identity. One of the things through which people can express themselves may be more creative than another yet all expressions are done in a way of certain fashion. Fashion is a part of our identity. Fashion is in our everyday life, anywhere and basically in anything i.e. clothes, cars, furniture, make-up, body decorations (piercing, tattoos, and hair colours), healthy lifestyles and sport activities (Creyer, Murray, Veliquette, (1998)).
Sproles (1974: 3) argues that ‘’Fashion is a culturally endorsed style of aesthetic expression in dress and adornment, which is discernible at any given time and changes over time within a social system of group associated individuals’’. Nowadays it is not just about the way people dress but also about how people express themselves through fashion and body modifications. In other words, where body modifications as tattoos, piercings and other similar body decorations are not unusual to see, there are certain companies which will not even consider a person with the mentioned body modifications, as a potential employee (Nugent, 2011).
The way people consume and what they consume is done in many different ways (Bourdieu, 1984; Halle, 1992; Morley, 1986; Press, 1991; Radway, 1984).
Throughout different areas and categories people are able to express their gender, values, social status as well as their social roles, their lifestyle and interests and other features which may have an influence regarding their identity. One of the things through which people can express themselves may be more creative than another yet all expressions are done in a way of certain fashion. Fashion is a part of our identity. Fashion is in our everyday life, anywhere and basically in anything i.e. clothes, cars, furniture, make-up, body decorations (piercing, tattoos, and hair colours), healthy lifestyles and sport activities (Creyer, Murray, Veliquette, (1998)).
Sproles (1974: 3) argues that ‘’Fashion is a culturally endorsed style of aesthetic expression in dress and adornment, which is discernible at any given time and changes over time within a social system of group associated individuals’’. Nowadays it is not just about the way people dress but also about how people express themselves through fashion and body modifications. In other words, where body modifications as tattoos, piercings and other similar body decorations are not unusual to see, there are certain companies which will not even consider a person with the mentioned body modifications, as a potential employee (Nugent, 2011).