Chasing Trends: The Dynamic Fashion Choices of Klang Valley Adolescents

Normaziana binti Hassan, Syahrini Shawalludin, Juaini Jamaludin and Adrian Chee
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Normaziana binti Hassan: College of Creative Arts, Universiti Teknologi MARA (Kedah branch), Malaysia
Syahrini Shawalludin: College of Creative Arts, Universiti Teknologi MARA (Kedah branch), Malaysia
Juaini Jamaludin: College of Creative Arts, Universiti Teknologi MARA (Kedah branch), Malaysia
Adrian Chee: DR Events Consultancy & Productions, Suite 3 -12 Dataran Pelangi Utama, Jalan Masjid PJU 6A (One Avenue), Bandar Utama, 47000, Petaling Jaya, Selangor, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 10, 1186-1197

Abstract: This study actively examines the fashion preferences of adolescents in Klang Valley, Malaysia, by highlighting the influences of local and global brands, streetwear culture, sustainability awareness, and the impact of social media and peer dynamics. Adolescents balance their support for local brands, like Fashion Valet, which embody national identity, with a preference for global fast-fashion brands, such as Zara and H&M, known for offering trendy and affordable clothing. Streetwear culture significantly shapes their self-expression, while sustainability is gaining importance, as thrift shopping becomes popular for its eco-friendly appeal. Social media platforms, especially Instagram and Tik Tok, play a crucial role in shaping fashion choices through influencer promotions and peer interactions, continually driving new trends. Peer influence further directs their preferences as adolescents seek both social acceptance and individuality within their social circles. Despite a rising interest in sustainable fashion, cost and accessibility still pose challenges, leading many adolescents to opt for fast fashion due to its affordability. The study reveals that adolescents in Klang Valley are shaped by a mix of cultural identity, global trends, and digital engagement, reflecting a dynamic and evolving fashion environment. The findings provide key insights into the factors driving adolescent fashion choices in Malaysia and enhance the understanding of youth consumer behavior in the region.

Date: 2024
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