THE INFLUENCE OF THE FASHION PHENOMENON ON THE PROCESS OF SOCIALIZATION OF STUDENTS IN A CONSUMER SOCIETY

This study is aimed at analyzing the importance of the process of socialization in the formation of the personality of students in consumer society, the influence of the phenomenon of fashion on its implementation. The main purpose of the research is to identify the features and mechanisms of consumer experience in the student environment. The purpose of the research is to identify the features and mechanisms of consumer experience formation in the student environment, as well as to analyze the factors influencing its development. In the course of the work, the main directions of student youth's interaction with modern consumer trends and their role in the process of socialization are considered. The scientific and practical significance of the research lies in a detailed analysis of the influence of fashion and consumer behavior on the processes of adaptation and self-identification of students. This will allow us to better understand the behavioral characteristics of this age group and develop effective measures for their social integration and the formation of conscious consumer behavior. The methodological basis of the study was empirical methods, including questionnaires and analysis of data collected among students in 2023. Research has shown that fashion, as a sociocultural phenomenon, has a significant impact on the socialization of student youth, contributing to the introduction of various cultural practices and the formation of individual and group identity. The data obtained can be used in the development of educational programs aimed at improving financial literacy of students, the creation of social initiatives for the formation of responsible consumption, as well as in the adaptation of youth policy to take into account the influence of fashion on the socialization of the student environment.