Celebrity Fashion Marketing: Developing a Human Fashion Brand

Description

This book explores the concept of the celebrity as a 'Human Fashion Brand' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models, and tools and the role of technology; and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a ‘Human Fashion Brand Model’, which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian, Beyoncé, and Madonna. Providing a holistic understanding of the celebrity as a human fashion brand and celebrity-inspired fashion consumption, Celebrity Fashion Marketing should be recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management, and Consumer Behaviour. Cover Endorsements Half Title Series Title Copyright Contents Acknowledgements List of Abbreviations Foreword Preface Chapter 1 Introduction 1.0 Introduction 1.1 Background and Context 1.1.1 The Fashion Celebrity 1.1.2 The Fashion Celebrity Marketer 1.1.3 The Fashion Consumer 1.2 The Need for a Human Fashion Brand Model 1.3 Summary Chapter 2 The Fashion Celebrity 2.0 Introduction 2.1 Why Use Celebrities? 2.1.1 Celebrity Definitions 2.2 The History of the Celebrity and Their Fashions 2.2.1 Classifications of the Celebrity 2.2.1.1 Rojek’s Classification 2.2.1.2 A to D List-Z List (Ulmer Scale) 2.2.1.3 The David Brown Index 2.2.1.4 Reality TV 2.2.1.5 Influencer 2.2.2 Review of Celebrity Definitions 2.3 Fashion and the Celebrity 2.3.1 Market Levels of Fashion Brands 2.4 Using Celebrities as Fashion Brands 2.4.1 The Intimate Relationship Between the Celebrity and the Fashion Consumer 2.4.2 Celebrity Case Study: Kim Kardashian 2.5 Conclusion Chapter 3 The Fashion Celebrity Marketer 3.0 Introduction 3.1 Ideals of Beauty in Fashion 3.1.1 Celebrity Impact on Society, Human Behaviour, and Purchasing 3.2 Media Fashion and Branding in the Social Media Age 3.2.1 Importance for Marketers to Understand the Social Psychology of Dress and Fashion 3.2.2 The Importance of the Celebrity Image for Marketers 3.3 Celebrity Endorsement 3.3.1 The Meaning of Fashion Brands to the Consumer 3.3.2 Brand Lifestyle Personality 3.3.3 Brand Image 3.3.4 Celebrity Brand Ambassadors 3.3.5 Celebrity Brand Negativity and Its Effects on the Marketer 3.4 Negative Celebrity Brand Campaigns 3.4.1 Negative Celebrity Fashion Impact on the Youth 3.4.2 Summary of the Market Industry Value of the Celebrity 3.5 Celebrity and Marketer Models and Tools 3.5.1 The-Self Product Congruence Model 3.5.2 The FRED Principle 3.5.3 The Flow of Fashion 3.5.4 McCracken’s Meaning Transfer Model 3.5.5 Kapferer’s Brand Identity Prism Framework 3.5.6 Maslow’s Hierarchy of Needs 3.5.7 Models of Innovation and Adoption in Fashion 3.5.7.1 Diffusion of Fashion 3.5.7.2 The Fashion Product and Celebrity Life Cycle 3.5.7.3 Stages of the Fashion Life Cycle 3.5.7.4 The Fashion Celebrity Life Cycle 3.5.7.5 Summary of Fashion Celebrity and Celebrity Marketer (Industry) Models and Tools 3.6 Conclusion Chapter 4 The Fashion Consumer 4.0 Introduction 4.1 Consumer Assignment of Meaning and Possessions 4.2 How Is Personality Developed? 4.2.1 Personal Characteristics of an Individual 4.2.2 Psychographics and Values 4.2.3 Opinion Leaders and Reference Groups 4.2.4 The Dream Formula 4.2.5 The-Self and Consumption 4.2.5.1 Consumer Influence by Fashion Celebrities 4.2.5.2 Celebrity Consumer Pre-Purchase Cost and Decision Making 4.2.5.3 Summary and Link 4.3 Case Study Analysis – Iconic Celebrity Trendsetters 4.3.1 Madonna 4.3.2 Run DMC – Hip-Hop Casual Fashion 4.3.3 Audrey Hepburn 4.3.4 David Beckham – Brand It like Beckham, Icon of Outerwear, Underwear, and Hair 4.3.5 Catherine, Princess of Wales 4.4 Conclusion Chapter 5 The Human Fashion Brand Model 5.0 Introduction 5.1 Model Definition 5.2 The Human Fashion Brand Model Symbionts 5.3 Description of the Human Fashion Brand Model 5.4 The Benefits of the Human Fashion Brand Model 5.5 The Use of the Capability Maturity Model (CMM) 5.6 The Human Fashion Brand Model 5.6.1 The Fashion Celebrity Human Fashion Brand Model Influence Factors 5.6.2 The Fashion Celebrity Human Fashion Brand Model Influence Need Levels 5.6.3 The Fashion Celebrity Human Fashion Brand Model Exposure Factors 5.6.4 The Fashion Celebrity Human Fashion Brand Model Impact Factors 5.6.5 The Celebrity Fashion Marketer Human Fashion Brand Model Exposure Factors 5.6.6 The Celebrity Fashion Marketer Human Fashion Brand Model Endorsement Factors 5.6.7 The Fashion Consumer Human Fashion Brand Model Influence Need Factors 5.6.8 The Fashion Consumer Human Fashion Brand Model Identification and Meaning Factors 5.7 Conclusion Chapter 6 Concluding Remarks 6.0 Overview 6.1 Findings of the Book 6.2 Social Media Appeal, Demographics, and Data Analytics 6.3 Recommendations for Future Research 6.4 Influencers, Vloggers, and Bloggers 6.5 Final Words and the Future Direction of Celebrity Fashion Index