This bachelor thesis is about the human identity in the postmodern society, and how it changes throughout the paradigm shift we’re going forward into. What kind of impact do the various blogs have on their public concerning the consumption of brands and fashion? And how come various big brands choose to do their product placement on specific blogs? In this thesis I will discuss and compare the changes from how we used to show our status in the society in the past and how we do it today with digital tools.  Why are people so urged to show others in the society who they are, and how come we do it by wearing specific clothes and brands that other tells us to wear in order to have a higher status? These phenomena’s reflects the way we build our identity today. The other aspect of the digitalization I’m discussing in this thesis is the importance of package-design in order to attract costumers to the physical store, and maintain the brand-loyalty during the transition for the stores.