Pub Date : 2023-08-07DOI: 10.1080/20932685.2023.2237978
K. Vladimirova, C. Henninger, S. I. Alosaimi, T. Brydges, H. Choopani, M. Hanlon, S. Iran, H. McCormick, S. Zhou
{"title":"Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda","authors":"K. Vladimirova, C. Henninger, S. I. Alosaimi, T. Brydges, H. Choopani, M. Hanlon, S. Iran, H. McCormick, S. Zhou","doi":"10.1080/20932685.2023.2237978","DOIUrl":"https://doi.org/10.1080/20932685.2023.2237978","url":null,"abstract":"","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"1 1","pages":""},"PeriodicalIF":3.8,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"60074006","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-28DOI: 10.1080/20932685.2023.2234930
Y. G. Song, Jiemin Looi, Eun Yeon Kang
ABSTRACT This study investigates how unofficial, third-party brand partnerships detrimentally impact brand attitudes. It also addresses an underexplored research area by evaluating whether brands’ response strategies can effectively mitigate reputational damages incurred from paracrises – trivial yet publicly visible incidents alleging their involvement in socially irresponsible and unethical behaviors. This study is premised upon the Satan Shoes scandal, in which musician Lil Nas X and the art collective MSCHF altered and sold Nike footwear without obtaining the company’s authorization, resulting in public backlash on social media and a lawsuit from Nike to recall the modified sneakers. Sentiment analysis indicated that consumers expressed negative brand attitudes toward Nike in response to the scandal. Topic modeling also revealed key themes regarding the product design, moral controversies surrounding the Satan Shoes, and Nike’s lawsuit against MSCHF. Time series analysis further demonstrated that the lawsuit effectively positioned Nike as a victim, thereby disassociating the brand from the paracrisis.
摘要:本研究探讨了非官方的第三方品牌合作对品牌态度的不利影响。它还通过评估品牌的应对策略是否能有效地减轻由“鸡肋事件”(指指控其参与社会不负责任和不道德行为的琐碎但公开可见的事件)造成的声誉损害，解决了一个尚未开发的研究领域。这项研究以撒旦鞋丑闻为背景，在该丑闻中，音乐家Lil Nas X和艺术团体MSCHF在未经公司授权的情况下改装并销售耐克鞋，导致公众在社交媒体上强烈反对，耐克提起诉讼，要求召回改装过的运动鞋。情绪分析表明，消费者对耐克的负面品牌态度是对丑闻的回应。主题建模还揭示了产品设计的关键主题，围绕撒旦鞋的道德争议，以及耐克对MSCHF的诉讼。时间序列分析进一步表明，诉讼有效地将耐克定位为受害者，从而将品牌与危机分离开来。
{"title":"Assessing how an unofficial brand partnership affects a brand image: The case of the Satan Shoes","authors":"Y. G. Song, Jiemin Looi, Eun Yeon Kang","doi":"10.1080/20932685.2023.2234930","DOIUrl":"https://doi.org/10.1080/20932685.2023.2234930","url":null,"abstract":"ABSTRACT This study investigates how unofficial, third-party brand partnerships detrimentally impact brand attitudes. It also addresses an underexplored research area by evaluating whether brands’ response strategies can effectively mitigate reputational damages incurred from paracrises – trivial yet publicly visible incidents alleging their involvement in socially irresponsible and unethical behaviors. This study is premised upon the Satan Shoes scandal, in which musician Lil Nas X and the art collective MSCHF altered and sold Nike footwear without obtaining the company’s authorization, resulting in public backlash on social media and a lawsuit from Nike to recall the modified sneakers. Sentiment analysis indicated that consumers expressed negative brand attitudes toward Nike in response to the scandal. Topic modeling also revealed key themes regarding the product design, moral controversies surrounding the Satan Shoes, and Nike’s lawsuit against MSCHF. Time series analysis further demonstrated that the lawsuit effectively positioned Nike as a victim, thereby disassociating the brand from the paracrisis.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"505 - 520"},"PeriodicalIF":3.8,"publicationDate":"2023-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48172037","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.1080/20932685.2023.2206411
Paloma Díaz Soloaga, Gemma Muñoz Domínguez, A. Woodside
ABSTRACT Cinema is the “the Seventh Art” and cinema is valued socially for its enormous capacity to evoke feelings, awaken consciences, and represent the most sublime of the human spirit and soul. Cinema stories are elaborate constructs of narrative, technical and aesthetic elements whose result is a final product with the antagonistic ability to entertain in an alienating way or even change the thinking of a society regarding a certain issue. Through movies, generations receive aesthetic educations: the way of behaving is learned, the way of speaking and dressing is imitated, an atmosphere of the past is reproduced, trying to represent the Zeitgeist and evoke the great themes that oscillate in each society. Without a doubt, the arrival of cinema into lives in the 20th century marks the ways generations socialize, while forever changing the transmission of ideas, values, and aesthetics.
{"title":"Fashion and film stories of (mis)understanding: Introduction to a special issue on cinema and fashion","authors":"Paloma Díaz Soloaga, Gemma Muñoz Domínguez, A. Woodside","doi":"10.1080/20932685.2023.2206411","DOIUrl":"https://doi.org/10.1080/20932685.2023.2206411","url":null,"abstract":"ABSTRACT Cinema is the “the Seventh Art” and cinema is valued socially for its enormous capacity to evoke feelings, awaken consciences, and represent the most sublime of the human spirit and soul. Cinema stories are elaborate constructs of narrative, technical and aesthetic elements whose result is a final product with the antagonistic ability to entertain in an alienating way or even change the thinking of a society regarding a certain issue. Through movies, generations receive aesthetic educations: the way of behaving is learned, the way of speaking and dressing is imitated, an atmosphere of the past is reproduced, trying to represent the Zeitgeist and evoke the great themes that oscillate in each society. Without a doubt, the arrival of cinema into lives in the 20th century marks the ways generations socialize, while forever changing the transmission of ideas, values, and aesthetics.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"369 - 373"},"PeriodicalIF":3.8,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43080135","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-27DOI: 10.1080/20932685.2023.2205869
Fatemeh Golalizadeh, B. Ranjbarian, Azarnoosh Ansari
ABSTRACT This study has provided an in-depth analysis of the impact of Iranian customers’ emotions on their online purchase intention and impulsive buying behavior when buying luxury cosmetics, emphasizing the role of the perceived quality of online services. The goal is to investigate emotions’ direct and indirect relationships with purchase behavior. A mixed-method approach was conducted, combining interviews with 23 expert active customers and a customer-based survey with a sample of 385 online customers of several Telegram groups on luxury cosmetic products. The qualitative analysis identified positive and negative dimensions for customers’ emotions and three dimensions for perceived online service quality: group quality, transaction-related service, and interaction quality. The results indicated that customers’ emotions affect perceived online service quality dimensions. The findings also confirmed the impact of perceived online service quality dimensions on customers’ online purchase intention and impulsive buying behavior. Finally, the results confirmed the effect of customers’ emotional dimensions on their online purchase intention and impulsive buying behavior mediated by perceived online service quality. Regarding luxury brands, especially cosmetics brands, considering the specific situation of Iran, according to the research findings, positive emotions versus negative emotions have a greater impact on all dimensions of perceived online service quality.
{"title":"Impact of customer’s emotions on online purchase intention and impulsive buying of luxury cosmetic products mediated by perceived service quality","authors":"Fatemeh Golalizadeh, B. Ranjbarian, Azarnoosh Ansari","doi":"10.1080/20932685.2023.2205869","DOIUrl":"https://doi.org/10.1080/20932685.2023.2205869","url":null,"abstract":"ABSTRACT This study has provided an in-depth analysis of the impact of Iranian customers’ emotions on their online purchase intention and impulsive buying behavior when buying luxury cosmetics, emphasizing the role of the perceived quality of online services. The goal is to investigate emotions’ direct and indirect relationships with purchase behavior. A mixed-method approach was conducted, combining interviews with 23 expert active customers and a customer-based survey with a sample of 385 online customers of several Telegram groups on luxury cosmetic products. The qualitative analysis identified positive and negative dimensions for customers’ emotions and three dimensions for perceived online service quality: group quality, transaction-related service, and interaction quality. The results indicated that customers’ emotions affect perceived online service quality dimensions. The findings also confirmed the impact of perceived online service quality dimensions on customers’ online purchase intention and impulsive buying behavior. Finally, the results confirmed the effect of customers’ emotional dimensions on their online purchase intention and impulsive buying behavior mediated by perceived online service quality. Regarding luxury brands, especially cosmetics brands, considering the specific situation of Iran, according to the research findings, positive emotions versus negative emotions have a greater impact on all dimensions of perceived online service quality.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"468 - 488"},"PeriodicalIF":3.8,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49024135","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
On this research, we analyze how fashion houses transmit the spirit of the brands, convey the values that constitute their identity and show their heritage through fashion films. High end luxury brands with a long heritage such as Dior and Chanel, use audiovisual narratives fashion films, a form of visual and artistic communication, where the content establishes an emotional relationship between brand and customers and recreates the origins of the brand. Authors primarily selected, classified, and analyzed all fashion films that Chanel and Dior had published on YouTube, and then study a series of representative samples selected from all those contents created by fashion brands. Based on the number of views, likes and comments of each video, it is possible to see the interaction between the brand and the audience and the engagement among the different fashion films. It also delves into the key of the brand to unearth the inheritance and tradition of its origin, trying to record the history of “Maison” to reach a wider audience and convey a series of values to new digital consumers. The combination of heritage and vitality through digital activities is oriented to deliver values that have a significant impact on the audience.
{"title":"Legacy transmission through fashion films: Visual and narrative brand heritage integration","authors":"Paloma Diaz Soloaga, Gemma Muñoz Dominguez, Jing Zhou","doi":"10.1080/20932685.2023.2214164","DOIUrl":"https://doi.org/10.1080/20932685.2023.2214164","url":null,"abstract":"On this research, we analyze how fashion houses transmit the spirit of the brands, convey the values that constitute their identity and show their heritage through fashion films. High end luxury brands with a long heritage such as Dior and Chanel, use audiovisual narratives fashion films, a form of visual and artistic communication, where the content establishes an emotional relationship between brand and customers and recreates the origins of the brand. Authors primarily selected, classified, and analyzed all fashion films that Chanel and Dior had published on YouTube, and then study a series of representative samples selected from all those contents created by fashion brands. Based on the number of views, likes and comments of each video, it is possible to see the interaction between the brand and the audience and the engagement among the different fashion films. It also delves into the key of the brand to unearth the inheritance and tradition of its origin, trying to record the history of “Maison” to reach a wider audience and convey a series of values to new digital consumers. The combination of heritage and vitality through digital activities is oriented to deliver values that have a significant impact on the audience.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135557802","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-15DOI: 10.1080/20932685.2023.2204111
María Dolores Macías-Mañas, Natalia Vila-López, I. Küster-Boluda
{"title":"Handmade virtual messages to promote foreign fashion brands in Instagram","authors":"María Dolores Macías-Mañas, Natalia Vila-López, I. Küster-Boluda","doi":"10.1080/20932685.2023.2204111","DOIUrl":"https://doi.org/10.1080/20932685.2023.2204111","url":null,"abstract":"","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"1 1","pages":""},"PeriodicalIF":3.8,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42384956","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-15DOI: 10.1080/20932685.2023.2189602
I. Roozen, M. Raedts, Muriel Schwolle
ABSTRACT The COVID-19 pandemic outbreak has also challenged fashion brands to offer (potential) customers new and exciting online brand experiences and buying options. This study compared the effectiveness of two types of online fashion stores: an online pop-up store versus the same brand’s web store, for a luxury brand (Louis Vuitton) and a mass-selling fashion brand (Nike). The effectiveness of the stores was measured by means of the following constructs: perceived brand experiences, social media buzz intentions, and buying intentions. Based on previous research on personality traits of fashion pop-up store visitors, we hypothesized that online pop-up stores would be more effective for customers with a high level of need for uniqueness (NFU). A sample of 212 female customers participated in our online experiment that had a between subjects-design. The results showed that customers who score relatively high on NFU are significantly more likely to buy from an online pop-up store. These customers also have superior brand experiences, and are more likely to share their experiences on social media, regardless of brand type. Overall, the results indicate that an online fashion pop-up store is significantly worth considering, especially for female customers who are looking for uniqueness.
{"title":"Is it worth investing in an online fashion pop-up store?","authors":"I. Roozen, M. Raedts, Muriel Schwolle","doi":"10.1080/20932685.2023.2189602","DOIUrl":"https://doi.org/10.1080/20932685.2023.2189602","url":null,"abstract":"ABSTRACT The COVID-19 pandemic outbreak has also challenged fashion brands to offer (potential) customers new and exciting online brand experiences and buying options. This study compared the effectiveness of two types of online fashion stores: an online pop-up store versus the same brand’s web store, for a luxury brand (Louis Vuitton) and a mass-selling fashion brand (Nike). The effectiveness of the stores was measured by means of the following constructs: perceived brand experiences, social media buzz intentions, and buying intentions. Based on previous research on personality traits of fashion pop-up store visitors, we hypothesized that online pop-up stores would be more effective for customers with a high level of need for uniqueness (NFU). A sample of 212 female customers participated in our online experiment that had a between subjects-design. The results showed that customers who score relatively high on NFU are significantly more likely to buy from an online pop-up store. These customers also have superior brand experiences, and are more likely to share their experiences on social media, regardless of brand type. Overall, the results indicate that an online fashion pop-up store is significantly worth considering, especially for female customers who are looking for uniqueness.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"279 - 293"},"PeriodicalIF":3.8,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44638314","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-15DOI: 10.1080/20932685.2023.2195677
Murphy Aycock, Eunjoo Cho, Kyuree Kim
ABSTRACT The second-hand luxury fashion market has continued to gain popularity in the past decade. Many luxury fashion retailers have been pursuing ways to get involved in the second-hand goods market. However, little is known about what drives consumers to shop at online second-hand luxury fashion stores. This study applied the uses and gratification and mental accounting theory to develop a theoretical framework investigating young adult consumers’ motivations and the perceived value that lead to their willingness to recommend and purchase intentions toward online second-hand luxury fashion retailers. This study collected data via an online survey and analyzed 190 samples to test hypotheses using structural equation modeling. The results indicate that critical and fashion motivations positively influence perceived value for shopping at online second-hand luxury fashion retailers among young adult consumers. The perceived value significantly influences young adult consumers’ willingness to recommend and purchase intentions. The results reveal that fashion motivation indirectly influences willingness to recommend and purchase intentions via perceived value. The findings provide empirical evidence of the importance of perceived value for young adult second-hand luxury shoppers. Managerial implications offer insights on how to appeal to these consumers to recommend and purchase second-hand luxury fashion products from online retailers.
{"title":"“I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers","authors":"Murphy Aycock, Eunjoo Cho, Kyuree Kim","doi":"10.1080/20932685.2023.2195677","DOIUrl":"https://doi.org/10.1080/20932685.2023.2195677","url":null,"abstract":"ABSTRACT The second-hand luxury fashion market has continued to gain popularity in the past decade. Many luxury fashion retailers have been pursuing ways to get involved in the second-hand goods market. However, little is known about what drives consumers to shop at online second-hand luxury fashion stores. This study applied the uses and gratification and mental accounting theory to develop a theoretical framework investigating young adult consumers’ motivations and the perceived value that lead to their willingness to recommend and purchase intentions toward online second-hand luxury fashion retailers. This study collected data via an online survey and analyzed 190 samples to test hypotheses using structural equation modeling. The results indicate that critical and fashion motivations positively influence perceived value for shopping at online second-hand luxury fashion retailers among young adult consumers. The perceived value significantly influences young adult consumers’ willingness to recommend and purchase intentions. The results reveal that fashion motivation indirectly influences willingness to recommend and purchase intentions via perceived value. The findings provide empirical evidence of the importance of perceived value for young adult second-hand luxury shoppers. Managerial implications offer insights on how to appeal to these consumers to recommend and purchase second-hand luxury fashion products from online retailers.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"38 3","pages":"327 - 349"},"PeriodicalIF":3.8,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41268380","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-15DOI: 10.1080/20932685.2023.2197919
Tammy R. Kinley, Sanjukta A. Pookulangara, B. Josiam, D. Spears, Kirti Dutta
ABSTRACT The purpose of this study was to examine the influence of Indian (Bollywood) movie engagement on fashion involvement and purchase behavior of Indian consumers who reside in India. Specifically, the study examined the influence of Bollywood movies on fashion purchases and personal appearance of Indian consumers. Survey data collected from 1,058 Indian adults via a convenience sample in a major city using the mall intercept technique found that stronger Bollywood engagement was significantly related to fashion involvement generally. More specifically, Bollywood engagement was found to influence clothing selection, clothing purchase, and hairstyles. The effect was stronger for male participants. In the crowded space for customer attention, findings from this study indicate that Bollywood movies can be a strong promotional vehicle to reach consumers beyond overt brand placement. The participants in this study found clothing style inspiration on the big screen as well as a way to satisfy cultural pressure to adhere to traditional dress while adopting the appearance and implied persona of a Western-influenced lifestyle.
{"title":"Bollywood influence on clothing selection of Indian consumers","authors":"Tammy R. Kinley, Sanjukta A. Pookulangara, B. Josiam, D. Spears, Kirti Dutta","doi":"10.1080/20932685.2023.2197919","DOIUrl":"https://doi.org/10.1080/20932685.2023.2197919","url":null,"abstract":"ABSTRACT The purpose of this study was to examine the influence of Indian (Bollywood) movie engagement on fashion involvement and purchase behavior of Indian consumers who reside in India. Specifically, the study examined the influence of Bollywood movies on fashion purchases and personal appearance of Indian consumers. Survey data collected from 1,058 Indian adults via a convenience sample in a major city using the mall intercept technique found that stronger Bollywood engagement was significantly related to fashion involvement generally. More specifically, Bollywood engagement was found to influence clothing selection, clothing purchase, and hairstyles. The effect was stronger for male participants. In the crowded space for customer attention, findings from this study indicate that Bollywood movies can be a strong promotional vehicle to reach consumers beyond overt brand placement. The participants in this study found clothing style inspiration on the big screen as well as a way to satisfy cultural pressure to adhere to traditional dress while adopting the appearance and implied persona of a Western-influenced lifestyle.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"390 - 403"},"PeriodicalIF":3.8,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43555446","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-12DOI: 10.1080/20932685.2023.2200815
Concha Pérez Curiel, Jorge Zarauza Castro, Ana Velasco Molpeceres
ABSTRACT Research on race and gender stereotypes in the field of cinema and fashion highlights the dysfunction of the social discourse of inclusivity and diversity. The international Red Carpet events continue to reproduce a model of femininity and masculinity according to the traditional canon of beauty, but specialized fashion magazines show a certain tendency to change, that reopen the debate about their role in equality. The symbiosis of both scenarios requires knowing what are the beauty codes and gender stereotypes that identify movie stars in the red carpets and checking to what extent fashion magazines evolve and conveys the message of inclusiveness. The coverage of US Vogue of four red carpets is analysed with the content analysis methodology and then interpreted by a panel of experts. The results show the presence of a stereotyped image of beauty, with the influence and marketing of luxury brands and celebrities, as well as the primacy and continuity of a canon traditional gender binary that identifies women’s fashion magazines. It remains to be seen if, in future red carpets, a more defined trend towards diversity is glimpsed, which also favours a change in strategy in the communication of brands and fashion magazines.
{"title":"Fashion, cinema and marketing: An exploratory study of diversity and stereotyping on the red carpets in US Vogue","authors":"Concha Pérez Curiel, Jorge Zarauza Castro, Ana Velasco Molpeceres","doi":"10.1080/20932685.2023.2200815","DOIUrl":"https://doi.org/10.1080/20932685.2023.2200815","url":null,"abstract":"ABSTRACT Research on race and gender stereotypes in the field of cinema and fashion highlights the dysfunction of the social discourse of inclusivity and diversity. The international Red Carpet events continue to reproduce a model of femininity and masculinity according to the traditional canon of beauty, but specialized fashion magazines show a certain tendency to change, that reopen the debate about their role in equality. The symbiosis of both scenarios requires knowing what are the beauty codes and gender stereotypes that identify movie stars in the red carpets and checking to what extent fashion magazines evolve and conveys the message of inclusiveness. The coverage of US Vogue of four red carpets is analysed with the content analysis methodology and then interpreted by a panel of experts. The results show the presence of a stereotyped image of beauty, with the influence and marketing of luxury brands and celebrities, as well as the primacy and continuity of a canon traditional gender binary that identifies women’s fashion magazines. It remains to be seen if, in future red carpets, a more defined trend towards diversity is glimpsed, which also favours a change in strategy in the communication of brands and fashion magazines.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"404 - 418"},"PeriodicalIF":3.8,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48709794","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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