A human fashion brand model to define critical symbiotic relationships for celebrity fashion emulation

Iqbal, F 2019, A human fashion brand model to define critical symbiotic relationships for celebrity fashion emulation , PhD thesis, The University of Salford.

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Abstract

The internet and widespread use of Web 2.0 technologies such as Instagram, Twitter, Facebook and YouTube, are changing and shaping the way celebrities communicate their fashions to their fans. This is because it facilitates a more direct connection with celebrities. Celebrities are used as a reference point for entertainment to fill a gap or numerous gaps in individuals’ and consumers’ lives (Rojek, 2001). Why individuals feel the need to look for inspiration from celebrities and their styles to activate, validate, fulfil their expectations, create feelings and experiences is important for marketers to understand. From an industry perspective there is real revenue in the sales of their celebrity copy ready to wear derivations and mass market clothing. The meanings and attachments of celebrities and their fashions can significantly shape identity development of consumers and many theorists believe these attachments foster the transition into adulthood, in much the same way that relationships with peers do. Preceding celebrity research has involved using the “celebrity as an endorser for another brand's product… rather than understanding the celebrity brand itself” (Moulard, Garrity, & Rice, 2015). This investigation explores the current context of literature in celebrity fashion marketing and examines the celebrity and their effectiveness in endorsing and promoting fashions as a coercive force in shaping the identity of fashion consumers. There are three stakeholder groups involved in celebrity fashion and emulation which are termed symbionts by the researcher. Namely, the fashion celebrity, the fashion celebrity marketer and the fashion consumer. The interrelationship of these three stakeholders is investigated in the research and a ‘Human Fashion Brand Model’ is developed to define critical symbiotic relationships for celebrity emulation. Based on the examination of the ‘Human Fashion Brand Model’, the research presented the research aim and objectives. It provided an outline of how the ‘Human Fashion Brand Model’ evolved and was developed. The study presents valuable results and insights and a research methodology is used to assist in the model development which demonstrates the key findings gathered from literature reviews and the use of semi-structured interviews by the assimilating of theory into one model to theory build and demonstrate the varying complexities between the symbionts which describe best practice theories and constructs. The need for a ‘Human Fashion Brand Model’ is pertinent because there is an enhanced growth in the use of social media by celebrities to communicate their fashions without a clear understanding and monitoring of their positioning, capability /maturity, the impact this has and the measuring of the impact. The research analyses existing models and how these impact on the fashion consumer-self, on the attachments that individuals place on celebrities as opinion leaders and their fashions. The ‘Human Fashion Brand Model’ is envisaged to be a guide for anyone interested in celebrity fashion marketing and can be further adaptable to any gender, age group, country, campaign location, target customer, religion or culture. The model’s workability and efficiency in the field is validated and the final chapter summarises the entire research and provides recommendations for future research.

Item Type: Thesis (PhD)
Schools: Schools > School of the Built Environment
Depositing User: Fiqua Iqbal
Date Deposited: 25 Nov 2019 15:26
Last Modified: 25 Dec 2019 02:30
URI: http://usir.salford.ac.uk/id/eprint/53156

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