Trend Milenial Menggunakan Second Branded Fashion Street Wear Sebagai Identitas Diri

Abstract

The high price of branded fashion cannot be affordable for millennials. However, they want to have a fashionable identity through prestigious appearances on personal social media accounts such as Instagram. This study taps into the issue factors that cause trends in the use of Second Branded Fashion in millennials. Dramaturgy theory analyses a pleasant lifestyle through symbols of self-identity. Attributes are needed as symbols in the appearance and fashion style of millennials as actors on the personal fronts stage. Meanwhile, on the personal backstage, to maintain their appearance, they bought a second branded fashion. This research method uses a qualitative approach with data collection through observation and interviews with millennials.Data analysis using reduction techniques by categorizing the results of the study.The research results base on observations and interviews that fashion is a message about himself. Millennials have high hopes to show their hierarchy or social status. Technological developments that use social media to encourage the trend of fashion. Instagram is a media that also provides an understanding of fashion with a relatively low price but got high quality, environmentally friendly, sustainable and also makes someone have social values so that they are accepted in the interactions of the high class.