Krivosheya T. Fashion as a factor of consumption in modern society.

Object: fashion as a sociocultural phenomenon. Aim: conceptualization the sociocultural phenomenon of fashion as the form and the guidance of consumption process in a modern society. Methods of research: the analysis and synthesis, the method of logical generalization, the typologization, the survey by questionnaire, the content-analysis, the method of grouping, the classification method, the method of multivariate data analysis, the index method. Theoretical and practical results: a sociocultural phenomenon of fashion was conceptualized as the form and the guidance of consumption process: it was given through fashion consumption definitions of measures and strategies in modern society. The types of fashionable consumption are identified. They provide for further identification of the motivational structure of consumption and contribute to the analysis of the processes of influence of fashion on demand. Novelty: social mechanisms and factors of fashion have been identified, that define fashion as a process in the areas of production, distribution and consumption. Degree of implementation: the main results of the research are applied in educational process in the institute of social sciences of Odessa I.I.Mechnikov national university where the master's course "Consumer behavior and modern principles of advertising" is taught.