Consumers as Victims of Fashion Manipulation.

Fashion is a word that everyone admires and all want to be fashionable to be accepted in the egoistic society in which life prospers today. Everything from the color of the handkerchief to the perfume used is a criterion to measure the position of the person in the society. It is more or less a pseudo-prestige donor that the people rush behind it even if their pockets and wallets do not permit. They are compelled to do so by many factors around. To be precise, they are manipulated to consume certain standard of products in the society so as to make others approve them. It is basic human nature to have an urge for praise and admiration and the manipulating factors are well versed with this fact. It is, therefore, a necessity to study the situation and suggest possible solutions for the situation. The study presented here is based on the topic and the method used is secondary literature analysis. Websites like and are used for the collection of various data. The concepts introduced are supported by the examples of various advertisements shown on media. Fashion is a relative concept. Being fashionable is also the same. Fashion has changed from time to time. It is more or less prestige that rules the industry more than anything else. Fashion and being fashionable can be seen as the second side of the coin. The other side is that of consumption. Every fashionable being is expected to spend as much as possible to gain the best possible fashionable attire or accessory.

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