Features of Consumer Behavior of the Youth in the Fashion Sphere

The main purpose of this research is to identify the attitude of young people in Nizhny Novgorod to fashion. To achieve this goal, it was necessary to solve a number of tasks: to consider the phenomenon of "fashion" in theoretical and empirical research, to reveal its main features and characteristics, as well as ways to influence modern society, to study youth as a consumer subject, consumer choice features and psychological characteristics of the group, to consider fashion as a factor in the formation of consumer behavior of youth, to conduct a survey to identify the attitude of youth in Nizhny Novgorod to fashion as a phenomenon of modern reality, analyze the research data and develop recommendations based on the results obtained. The study identified were specific patterns of the views of young people about fashion. Based on the results obtained, we developed not only General recommendations for companies whose goal is to sell fashion items for young people, but also special checklists for developing Internet blogs and finding bloggers for advertising. This work can also be used for further comparative analysis and identification of differences in the attitude of young people in Nizhny Novgorod to fashion over various time periods.