The institutionalization of imitation fashion consumption

a practice driven by consumers on TikTok

Abstract

The article analyses the practices that institutionalize the consumption of imitation fashion, which are enhanced by the content produced by consumers on TikTok. We start from the assumption that the consumption of replicas of established brands is driven not only by the digital activity of those who consume, but also by the algorithmic logics of fashion apps, such as Shein, which appropriate this dynamic in their commercial strategies. Our aim is to understand the transformations in the consumption of this type of merchandise, highlighting the sense of belonging in a logic that institutionalizes imitation fashion. The study is based on an analysis of content from consumers on TikTok who adopt these practices.