Dutch identity in fashion: Co-evolution between brands and consumers

We all like to think of ourselves as unique and creative personalities with their very own interpretation of fashion. Arguably, there are a number of individuals who stand out from the crowd with their clothing choices. But how many of us are actually part of that group? After all, one of fashion’s paradoxes is the dialectics between a basic instinct for collective belonging and our desire for differentiation. This book studies the relationship between ‘individuals’ and their clothing choices by exploring the different facets people wish to express through their clothes. On the one hand, it contributes to an understanding of the ways in which these choices are connected to certain brands. On the other hand, it means to give insight into the value systems that govern the relationship between brands and their main audience groups. Researching those aspects in the context of the Dutch fashion industry, this study raises the question whether we can actually speak of something like a Dutch fashion identity and whether this is reflected in a country-specific consumption attitude.