Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceChildhood processes have a strong impact on identity formation but there is still poor understanding about how these process works as children grow. From early ages an individual is constantly being shaped by who surrounds him and that brings consequences for his development as a child and later as an adult. My particular question of the shopping habits of children clothing gives me the chance to explore childhood process and contribute with my research to this topic. To be able to take conclusions I will make a survey with a few open-ended questions almost as if it was a reflective interview. My target are Portuguese parents who have children under de age of 12.
My research aims to understand how the experience these parents had during their childhood about how they were dressed by their parents shaped the way they dress their own children. Are these parents doing to their children the same as their parents did with them? Is it different? In what way? And why is that? Would they like to change something in the way they were raised? Are they making that change on how they are raising their children
