The dressing signs consumption of ostentation and emulation, case study: Lleras Park [El consumo de signos vestimentarios de ostentación y emulación, caso de estudio: Parque Lleras]
Hernández Gallego L.F., Arrubla-Zapata J.P.
Hernández Gallego, L.F., Universidad Pontificia Bolivariana, Colombia, Universidad de Medellín, Colombia; Arrubla-Zapata, J.P., Dirección y Administración de Empresas, Universidad San Pablo CEU, Madrid, Spain
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This paper aims to shed light on the consumption of ostentation and emulation dress signs because it is closely related to the motivations and power that signs exert on consumption artifacts. This phenomenon changes contemporary social practices and explains new cultural configurations that produce a shift in marketing towards strategies to connect the product, the brand and the customer. In this study, an ethnographic method was implemented and tools such as interview, observation and photography were used. The outcome of the interviews revealed that the sign had evolved when compared to the reviewed literature by theorists; however, the essence of the sign remained unchanged. The results also showed that signs of consumption and emulation merge and result in fractal sign systems. Finally, it was found that people seek to consume signs for the same purpose and thus create a disruptive aesthetic in the emulation sign. © 2018.
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