The fashion in 21th century and the effects of social media in fashion

In the century that we are living,fashion is perceived only as a branch of business or asector worth many million dollars. However, what turn it into money and enables the movement is the evaluation of the underlying social and psychological factors. Research into the position internet, nowadays' the biggest and the quickest way of communication, has brought fashion and fashion consumer into and trend followers' ways of perceiving fashion in the framework of this position has been effective in choosing the subject matter of this article. Another factor which I have been closely following and have touched on in this subject affecting this choice is especially the child fashion icons' effect to fashion and trend followers through internet and questioning contributions of fashion and entertainment websites. Moreover, I wanted to touch on internet based fashion, a subject absence of which I have felt. It has been known in what way and how fashion has affected communities from past to present. In the 21st century this situation is becoming a way of reciprocal interaction for both fashion and the consumer society. Today's people have come to the status to enslave fashion with the power of technology that they possess to the extent they seem to have been a slave in the hands of fashion. Every person has thepower to manage, popularize or exterminate fashion with the help of developing technology and particularly internet. Nowadays we have entered a new era in the ways fashion emerges and spreads. This new era comes in a way that people can publish their comments through the internet and have the opportunity to direct fashion producers with other fashion consumers. Fashion consumer is in direction of publishing their comments on the fashion trends, expressing their ideas and suggestions and particularly their own styles on the internet blogs whose number exceeds millions and which are easy means of sharing. Internet, above all, blogs are the most important means of fast and effective spread. The concept of blogs which have emerged and became popular has started a new era in fashion. Fashion consumers have the opportunity to utter their opinion on fashion through blogs. Fashion blogs which are very popular with their ease of use and acquisition and users whose number exceeds millions obtained a quality able to change the fate of fashion. Fashion, with the case of every person able to direct it,was evaluated in the framework of mass psychology now has come to be assessed under individual psychology. In the cycle of fashion which emerges as a result of exchanging opinions enabled by technology at what point perception of consumers of fashion are is the most important question left to be answered. The changes fashion consumers' ways of perceptionundergo in such an intensive order. The consumption ways of the consumers, whose fashion perception changes, change accordingly. Other important questions we may encounter are that how the fashion consumers are effected by internet, media and social surroundings and that how does it affect the decisions of consumption. Today's fashion consumer is not only affected by popular culture icons but also has a chance to change herself/himself into a fashion icon by blog-like tools through internet. Moreover, as the innovations included in fashion recently, small children make comments on fashion by using internet and trail masses. Tavi Gevinson, examined in research content as well, is the most important examplewith "child fashion commentator" position. In the 21st century, objects send much more messages to each other than the previous centuries thanks to the speed of mass media. Internet has sped the communication between objects rather than the communication between people. In such a situation, the fashion consumer becomes in fight with the objects to be able to say its own words. The consumer answers the questions and messages of fashion objects by consuming. The speed of the objects in the 21st century causes them to be short-lived and the identity the objects impose to the people be short-lived and nonstable. Today, the way of consumption themed in this fashion perception study includes a situation out of the need of wearing clothes and covering. In the content of this study, subjects concerning today's consumers by starting the fashion's being a social fact from window dressing to personal amateur and professional blog and internet pages, from up-to-date fashion icons to consumption habits. Fashion sharing pages such as Polyvore and Lookbook that are followed by the youth through the internet all over the world are important examples about this case. Fashion's being a consumption fact on its own requires benefiting from the sourcesof consumption psychology and mass psychology though the study. Since the subject is in current time, any kind of shop, window, shop inside dressings and streets are included in the borders of the subject. The study examines the current perception of fashion consumer under consumption psychology within the framework of internet sharing sites and blogs and popular culture icons by starting the current definitions of the word "fashion". So the subject should be evaluated within the ways of today's fashion interpretation of the young internet consumer and ways of today's fashion spreading. Deductive method is used as the study method. As the fashion's being accepted as spreading to masses by emerging from the choices and appreciation of the persons and small communities, fashion flows can be seen as deducting. As the fashion is a concept that is difficult to follow through emerging period and that can be determined only after having "fashion" qualification or characteristic, and as the consumer psychology can be explained by examining the current flows and consumption behaviors, deductive method is used in this study. In the 21st century, tendencies originating from anti-fashion can easily become popular fashion since the consumer seeks continuously new styles. On the other hand, since the age of having style is gradually decreasing, the children share the styles they acquire through internet. These children are accepted by huge masses and the clothes they wear at a young age affect the women fashion, so the young fashion icons that are among the current popular concepts emerge. Tavi Gevinson and Suri Cruise are two of the important children icons created by the media. As a result of the study, some detections emerge on today's fashion considering the consumer's view on fashion, the sources they are affected and their ways of affecting and directing the fashion; The fashion concept symbolizes the continuity, innovation and consumption of each sector in itself. Although the fashion is the search for difference of people, it both differentiates the persons by wearing and similarizes them though spreading to the communities. Today's, thanks to the power and speed provided by the communication, the fashion, as a competition of the objects, makes fast changing, wearing off and demanding the new one fashion on its own. Style can be now easily acquired and achievable by everyone, having a style means not only wearing good butalso announcing it to the world by opening a blog. It has become difficult to evaluate the fashion that is individualized by means of Internet tools, under mass psychology. Considering the fashion and fashion followers as a mass on their own and the massesneed a leader, the abstract leader that is required by the fashion is the "new" concept. Although the wording of the fashion is referred by different styles in different periods, its main wording is consumption. The fashion has become a subject on which everyone has opinion, regard and comment. Fashion reaches to the customer via images. Thus, Internet, on which permanent visuals are shared and archived, is the most important tool that will have an effect on the fashion. Fashion's becoming a game model through entertainment and sharing sites on Internet should be considered as an important marketing strategy. While the Internet sites on fashion entertain the users, they also present information as the advertisement concept of modern age. Blogs are also considered as a kind of Internet fashion and having a blog means fashion on its own. The most important feature differing the 21st century from other periods is the emergence of individuals aiming to become a fashion icon. Today, fashion consumer can challenge to fashion producers thank to the technology. The comments, clothes of the consumer and the products, fashion perception in short, will be included in fashion cycle again by re-inspiring fashion producers and being evaluated by the perception of the consumer. KEYWORDS: Fashion, Style, Perception, Consumption, Media, Icon, Internet, Blog