Moda, Liverani (Bva Doxa): “Vetrine e social d'ispirazione per l'identità esteriore"

adnkronos

(Adnkronos) - “Tra i dati più interessanti il dualismo tra le vetrine dei negozi, che continua a essere una forte fonte d'ispirazione, e il mondo dei social che sta giocando un ruolo estremamente importante sia nella costruzione che nell'ispirazione di quella che è l'identità esteriore”. Con queste parole Cristina Liverani, special projects unit manager Bva Doxa, commenta i risultati emersi dal primo osservatorio moda e generazioni, presentato a Milano, “Fashion & identity – Vestirsi senza infrastrutture”, un’indagine esclusiva realizzata da McArthurGlen in collaborazione con BVA Doxa.

Transcript

00:00What does it mean to dress without infrastructures?

00:05Dressing without infrastructures basically means

00:09gathering what the interviewees have told us,

00:13that is, their will and the possibility to express

00:18through their image what their identity is,

00:22but without too many external forces.

00:2640% of our interviewees tell us that they can,

00:30in various contexts, with an adequate dose of adaptation,

00:35maintain what is their favorite way to appear

00:42and to show their external identity.

00:46The data we have collected in this observatory

00:48covers all the contexts that have influenced

00:53the young people, especially the Z generation

00:57and the millennials, who have influenced

00:59the construction of their personal identity

01:02and the way they appear.

01:04Among the most interesting data is the one

01:08that tells us about the dualism between

01:12the shop windows, which continue to be

01:14an extremely important source of inspiration,

01:17and the social world, which is certainly

01:21playing a decisive role in the various facets

01:24and in the various socials, which become

01:26diversely stimulating for the various generations,

01:29but which are certainly playing an extremely important role

01:32both in the construction and in the inspiration

01:35of what is the external identity.

01:37Does the physical shop remain the main one

01:39also for the younger generations?

01:41Yes, the physical shop remains central,

01:45especially when it is able to offer an experience

01:50that can go beyond the purchase.

01:52In the specific case, we have talked about

01:54outlets that certainly incorporate something

01:57that goes beyond the specific purchase,

02:00and in general the Z generation,

02:03so even the youngest have appreciated

02:06what is an experience that brings something

02:10that goes beyond the specific purchase.

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