Target and Marketing: Representations About Upper Middle Classes Among Designers and Buyers in the City of Buenos Aires

Abstract

The aim of this article is to understand how the construct of social class categories were constituted by a group of designers and clothing-makers from small business enterprises located in certain neighborhoods of the city of Buenos Aires - from the appropriation of the vocabulary of an academic discipline and marketing practice. On the basis of my ethnographic fieldwork, I intend to give an account of the cultural dimensions given to the class on the part of these producers of clothing and other social actors involved in the field of fashion: financial consultants, publicists or journalists of fashion. I will focus particularly on dimensions related to consumption, tastes and styles of life and, from the analysis of such appropriation, I will try to understand which are the criteria and scales of measurement involved in the social stratification, as this issue is considered in the field of marketing.