Influence of fashion product advertising: on consumer behavior in Mbujimayi

This reflection on advertising plays a central role in the promotion and consumption of fashion products, particularly in an urban context such as Mbujimayi. Advertising not only informs the consumer of a product's existence, but also acts as a powerful vector of influence, shaping tastes, preferences and purchasing behavior. Through various channels:-Posters, traditional media, social networks and direct communication strategies;-Lack of fashion creates desire, sets trends and guides people's clothing choices.In amabujimayi, a dynamic consumer city, advertising not only promotes product visibility, but also contributes to the construction of social and cultural identities linked to clothing. However, this influence can be ambivalent: on the one hand, it stimulates the local economy by encouraging demand; on the other, it can lead to conspicuous or unplanned consumption, sometimes to the detriment of purchasing power.