“…The context of contemporary society has led to a perpetual preoccupation with image (Pitombo Cidreira 2009). Fashion provides a means to satisfy the desire for difference and originality in terms of appearance (Örmen 2008;Pitombo Cidreira 2009). In the fashion industry, consumers endorse very short fashion cycles and focus on self-expression, aesthetic gratification, and group conformity (Kim and Damhorst 1998).…”