EMOTIONAL AGE FACTOR IN FASHION MARKETING

The traditional marketing approach is evolving into a modern marketing understanding more than ever before. While the evolution process of marketing started from developed countries and gradually reflected to developing and underdeveloped countries in the periods when marketing entered the evolution phase, the evolution process in marketing tends to start simultaneously in countries all over the world and be completed in a short time, especially in the post-Kovid-19 period. Undoubtedly, the effect of globalization is at the forefront as much as the technology spreading all over the world in the change in this evolution process in marketing. Today, the concept of fashion also tends to change rapidly. Consumers, who have been following fashion until recently, have started to break the standard fashion patterns imposed by societies, especially in the post-Kovid-19 process, and have started to tend to their emotional age rather than calendar age in their fashion preferences. The effect of fashion according to emotional age tends to be seen much more in young people and women than men. In the traditional marketing approach, especially young people and women have accelerated fashion, while in the modern marketing approach, fashion has started to accelerate in men. In this study, the emotional age factor in fashion marketing is discussed.