COMMERCE AND FASHION CONSUMPTION AT VILA MADALENA, SÃO PAULO-SP

Abstract

Commerce and consumption are social themes within everybody’s life, which is what take us to a certain difficulty to conceive them at the scientific character. Added to that, nowadays the studies of fashion have theoretical contributions. After all, the dynamics are attached to economic, social, political and cultural matters. Therefore, this research is due to correlate commerce and fashion consumption with culture and city, considering more precisely these terms at Vila Madalena neighborhood, in the city of São Paulo (SP). The study starts with a theoretical introduction that leads to a field survey, denoting the existing relation between these factors and the overlapping identity shaping and social belonging.