From colony to closet: How Spanish culture shapes Filipino gen Z’s preference for Spanish fast fashion

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ID: 286365
2025
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Abstract
The influence of fashion has certainly been overshadowed by its socio-economic implications and historical contexts. Known only as a visual symbol of luxury and wealth, fashion has rarely been taken into account to have a role in reinforcing postcolonial identities. However, beneath fashion’s status-oriented, capitalist nature lies a hidden power that aids in propagating postcolonial influence. Hence, this study investigated the behavior and consumption habits of Filipino Gen Zs specifically through the Spanish fast fashion brands Zara, Bershka, and Mango. The study adopted a qualitative phenomenological approach to examine the perceptions of Filipino Gen Zs when it came to the selected fast fashion brands and their postcolonial identity. The data was obtained through a Focus Group Discussion with 20 purposively selected participants. Their answers were transcribed and placed in a thematic analysis, guided by postcolonial theory to examine the participants' historical awareness and postcolonial identity. Through the responses, eight main themes were identified in relation to their awareness, identity, and engagement. The findings revealed that the Filipino Gen Zs have a nuanced postcolonial identity wherein they do not associate the selected bands sociopolitically, historically, and economically with Spain as a former colonizer. They simply engage with these brands through practical and style-related factors. Ultimately, the study offers a new perspective in the realm of postcolonial theory by framing fashion as a political and main aspect of the study’s analysis. Keywords: Postcolonial Theory, Spanish Fast Fashion, Postcolonial Identity, Filipino Gen Z, Consumer Behavior
Reference Key
persistent_1760658361_68f183b97e8ba Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Victorino, Fave Ashley Gwaine Dator
Journal Malay Journal
Year 2025
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_intlstud/19
Keywords Keywords not found

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