Date of Publication

8-8-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts in International Studies Major in European Studies

Subject Categories

Sociology of Culture

College

College of Liberal Arts

Department/Unit

International Studies

Thesis Advisor

Ma. Sjenica C. Sevilla

Defense Panel Chair

Charmaine Misalucha Willoughby

Defense Panel Member

Alexia Anne M. Suñaz

Abstract/Summary

The influence of fashion has certainly been overshadowed by its socio-economic implications and historical contexts. Known only as a visual symbol of luxury and wealth, fashion has rarely been taken into account to have a role in reinforcing postcolonial identities. However, beneath fashion’s status-oriented, capitalist nature lies a hidden power that aids in propagating postcolonial influence. Hence, this study investigated the behavior and consumption habits of Filipino Gen Zs specifically through the Spanish fast fashion brands Zara, Bershka, and Mango. The study adopted a qualitative phenomenological approach to examine the perceptions of Filipino Gen Zs when it came to the selected fast fashion brands and their postcolonial identity. The data was obtained through a Focus Group Discussion with 20 purposively selected participants. Their answers were transcribed and placed in a thematic analysis, guided by postcolonial theory to examine the participants' historical awareness and postcolonial identity. Through the responses, eight main themes were identified in relation to their awareness, identity, and engagement. The findings revealed that the Filipino Gen Zs have a nuanced postcolonial identity wherein they do not associate the selected bands sociopolitically, historically, and economically with Spain as a former colonizer. They simply engage with these brands through practical and style-related factors. Ultimately, the study offers a new perspective in the realm of postcolonial theory by framing fashion as a political and main aspect of the study’s analysis.

Keywords: Postcolonial Theory, Spanish Fast Fashion, Postcolonial Identity, Filipino Gen Z, Consumer Behavior

Abstract Format

html

Language

English

Format

Electronic

Keywords

Fashion--Philippines; Postcolonialism--Philippines; Generation Z--Philippines; Consumer behavior

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Embargo Period

8-20-2027

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Available for download on Friday, August 20, 2027

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