AS CONSEQUÊNCIAS E IMPACTO SOCIAL DO FÁCIL ACESSO À MODA, CONSIDERANDO COMPRAS ONLINE E RÁPIDA SATURACÃO DE MICRO TENDÊNCIAS

INTRODUCTION: As a result of the democratization of the internet and the facilitation of transportation on a global scale, consumers now have unprecedented access to products and trends. However, as a result of this endless access, there is a reduction in the lifetime of fashion micro trends. The present study sought to analyze the relationship between online shopping and the saturation of fashion micro trends, as well as the possible consequences. AIMS: The objective is to develop studies on the relationship between the behavioral and consumer trends of online shopping, and the rapid saturation of fashion micro trends, mainly in the Fast Fashion model, seeking to understand its importance in the market, the social consequences and its impacts on consumers; study models of fashion consume and online shopping, seeking to identify elements that characterize the functioning of this system; analyze behavioral and consumer trends, and fashion micro trends, in order to understand how their increasingly rapid saturation occurs; carry out research on the relationship between the saturation of fashion micro trends and the area of personal image consultancy, seeking to identify key elements for the construction of a guide for consumers; develop an online shopping guide and personal image, in order to assist consumers in internet shopping. MATERIALS AND METHODS: The research is of an applied nature, diagnostic, with a predominantly qualitative methodological approach. As for the objectives, it is exploratory and regarding the means used, the research is characterized as documental, bibliographical and survey. RESULTS: As a result, we identified that the problem, as well as the solution, is much bigger than the fashion market. It covers not only the production and consumption model, but the characteristics of the consumer -post modern – and the media saturating product images and forcing consumers to buy products they don’t need. Taking sustainable currents as an example, it was understood that trying to find a solution through a social movement will not solve the problem. It happens because as soon as the movement becomes a trend, it will lose its meaning and initial objective when used in an empty way by people who have no appreciation for the cause, but for keeping up with the trends of the moment. FINAL CONSIDERATIONS: It is concluded, however, that there is hope of changing the scenario through awareness. The small portion of consumers who support the environmental movement for the right reasons, have already pressed companies for transparency and do research the product before buying it. At least in the environmental scenario of the problem, it is possible to see that information has been the way to the solution. With regard to problems related to the consumer, and the current production and consumption model, it was necessary to carry out more in-depth studies related to these environmental, social and economic problems, in order to possibly find a solution.

KEYWORDS: Fashion trends; Online shopping; Fast fashion.