Branded fashion as a factor in student self-confidence

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Fashion in general is a person’s dressing style to support their appearance and daily dressing style. However, for students, fashion has an important role because fashion can be a factor that supports students’ self-confidence. So this has led to the emergence of increasingly diverse fashion trends for students. The development of this fashion trend is not far from the style needs of students. However, on some campuses there are of course dress codes, so students are expected to wear modest clothing, not for fashion reasons but because they prioritize standards and ethics. Self-confidence is how confident an individual is in his abilities and feels worthy of success, Neil (2005). 

Self-confidence can also be considered as the result of the process of forming self-identity, because the clearer a person’s self-identity, the more self-confidence will increase (Stets and Burke in Ardari, 2016). A student’s level of self-confidence can also be determined by several factors such as clothing style, color and model of clothing, make-up, and other supporting accessories. Fashion used to only provide comfort to the user, but now fashion is used as a way to define the user’s self, therefore the phenomenon of branded fashion appears in the student environment which can lead to consumer behavior, the purpose of students buying branded goods is so that they can be accepted by the surrounding environment and increase student self-confidence. Because the more branded the clothing used, the more confident students will feel in that environment. The level of self-confidence of students who use branded goods is also higher than students who use regular brands because many students think that how we dress is a reflection of ourselves. 

In this era, students are also expected to be able to increase their level of self confidence not only based on the brand of clothing they wear but also on the abilities they have in academic and non-academic fields.

Writer : Ayu Amelia Rahayu (Communication Science’21)

Editor : Salma Devy Andini (Communication Science’21)