Fashion and the Urban Teenager Behavior at Shopping Malls in Medellin

摘要

This article presents the results of a qualitative research that pretends to understandhow the teen consumers behave and their relationship with fashion at shopping malls.Specifically, the paper describes the clothing usage of teenagers at shopping malls, theactivities young people develop at these shopping environments and the present elementsin the initial stages of the fashion purchase process. This research uses the techniqueof participant observation, complemented by short and in-depth interviews. The studyconfirms the social nature of teenagers?behavior at shopping malls, giving high importanceto group belonging. Lonely teenagers are not found and their behavior depends on thegroup size. This might explain the high frequency of visits to shopping malls, since theseare places positioned in most teenagers?mind as eeting points?