Podcast
Questions and Answers
What is primarily represented by the trickle-down theory in fashion?
What is primarily represented by the trickle-down theory in fashion?
Which of the following best describes the role of celebrities in fashion marketing?
Which of the following best describes the role of celebrities in fashion marketing?
What is a primary requirement for entertainers in their fashion marketing contracts?
What is a primary requirement for entertainers in their fashion marketing contracts?
How do special appearances by entertainers impact fashion marketing?
How do special appearances by entertainers impact fashion marketing?
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Which celebrity mentioned in the content is known for diversifying her brand into products like footwear and handbags?
Which celebrity mentioned in the content is known for diversifying her brand into products like footwear and handbags?
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What is one primary benefit of print exposure for fashion?
What is one primary benefit of print exposure for fashion?
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How did the introduction of supermodels impact the fashion industry?
How did the introduction of supermodels impact the fashion industry?
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What role does royalty play in the context of influencing fashion?
What role does royalty play in the context of influencing fashion?
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Which factor significantly contributes to the impact of movies on fashion?
Which factor significantly contributes to the impact of movies on fashion?
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What is a key characteristic of knockoff fashion products?
What is a key characteristic of knockoff fashion products?
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Study Notes
Tricky-Down Theory
- Consumers adopt fashion based on the fashion industry's marketing efforts
- Upper-class fashion is adopted by the middle class, then the lower class
- Individuals with wealth, status, and appearance set the fashion trends
- Once a trend trickles down, it either becomes classic or old
- Celebrities influence consumer adoption of trends
Celebrity Lines
- Celebrities invest in marketing their fashion lines
- Involvement level varies among individuals
- Celebrities don't actively design in the traditional sense
- 21st century has seen significant celebrity-driven fashion marketing based on fame
Spokespersons
- Entertainers are often employed as spokespersons for fashion products
- Spokespersons endorse brands, not necessarily their own
- Spokesperson endorsements focus on celebrity wearing/using the product
- Fans perceive their lifestyles as glamorous, etc
Print Exposure
- Fashion is shown in controlled environments (magazines)
- Benefits include ability to control celebrity look and high circulation/visibility
- Provides tangible attributes for evaluation/comparison
- Offers opportunities for lasting viewings
Supermodels
- Supermodels catapulted fashion industry status in the 1990s and increased sales.
- Increased sales through the supermodel's status, not by the particular product
- Picture of a supermodel wearing a designer garment has substantial publicity value
Royalty
- The word "royalty" can be used in various contexts to describe a person of royal blood.
- Popularized by celebrities, such as Lady Diana
- Influence and trickle-down of high fashion
Movies
- Fashion and accessories shape actors' on-screen personalities, promoting merchandise
- Movies allow repeat viewing, comparison of opinions, and in-depth examination of fashion
Award Shows and Books
- Award seasons and books feature glamour and high fashion
- Celebrity appearances on red carpets are popular events
- Fashion is analyzed from various perspectives, such as hair, jewelry, etc
Television
- Television is an effective platform to showcase fashion
- Shows use celebrities to enhance visibility, often promoting products through visuals
- Fashion is presented through clothes, and accessories, and personalities are developed
- Effectiveness relies on popularity and viewer engagement
Fashion Marketing and Television
- Popularity and broader acceptance increase fashion evaluation.
- TV shows are more successful at marketing and influencing trends than commercials.
- Daytime/evening soap operas, like other daytime shows, use the actors and plots to display fashion trends for marketing purposes
- Fashion trends are shown in shows to stimulate sales in stores, catalogs, etc.
Reality Shows
- Reality shows expose myriad versions of "reality"
- They significantly influence viewer interactions with the fashion industry
- Viewers' engagement demonstrates the effectiveness of fashion marketing via TV
Books
- Books categorized as either non-fiction or fiction.
- Nonfiction books include factual information on business, self-improvement, or biographies.
- Fiction books are for pleasure, and/or enlightenment, with imaginative content
Belongingness Theory
- Consumers feel a sense of acceptance and belonging associated with celebrities' fashions.
- Fashion magazines show celebrities wearing/using products then explain how viewers can access the items, often at discounted prices
- This type of fashion article promotes the parasocial relationship with celebrities.
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Description
Explore the dynamics of fashion marketing influenced by celebrity endorsements and the social classes that adopt these trends. This quiz delves into theories such as the trickle-down effect and how celebrities shape consumer behavior in the fashion industry.
