This study is aimed at analyzing the importance of the process of socialization in the formation of the personality of student youth in consumer society, the influence of the fashion phenomenon on its implementation.  The main purpose of the study is to identify the features and mechanisms of consumer experience in the student environment. 

Society consists of various social groups that require special study. In this regard, students constitute the most professionally oriented and promising part of society. Therefore, it is necessary to carefully study and correctly evaluate the Consumer Experience in the student environment in order to clarify to what extent it will be implemented. Nowadays, since the majority of students come to life and are formed at the peak of consumer demand and in the dynamic cycle of scientific and technological progress, they tend to practice their human condition by wearing various accessories, fashionable clothes. Consequently, modern luxury goods, which are the main mechanism of student youth behavior in relation to consumption, are an important aspect that takes priority in the socio-cultural values of youth. The article presents the results of a study conducted in 2023 in order to identify the influence of the fashion phenomenon on the process of socialization of students. The results of the study are characterized by the incorrect establishment of mechanisms for the implementation of consumer experience in the student environment. Empirical research allows us to analyze the results of the influence of various factors on the formation of students' consumer experience. The study of the development of consumer experience in the student environment is of practical importance.