Celebrities and Fashion Trend
Introduction
Although, there are many things that have strong impact on the purchasing behavior of people but one of the most important aspects is the fashion trends 2020 introduction by local fashion celebrities. In general terms, fashion is wearing something that is considered by many as trendy or popular. Things are normally considered popular or trendy simply because celebrities or famous people have been seen wearing them. As such, celebrities not only influence fashion but create them too. This mostly happens in big events with red carpets that attract many celebrities coming in to perform, while displaying their fashion. These performing events usually translate into fashion forming events. Media is normally considered a means of conveying information, but is also known to affect the way we think and act. This therefore puts the media in an enormous position to influence the behavior of its audience (Guide, 2013).
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Important Research Aspects and Media Effects
Magazines are critically influential to teenagers and pre–teen girls when it comes to dressing code. This is so because young girls anxiously try to figure out their place and role in the society, seeking role models to give them direction on how to dress and act. As such, they look out for magazines to figure out how to dress and therefore celebrities that feature in those magazines tend to influence these young girls and young women (Alexander, 2013).
Celebrities have become increasingly glorified as fashion divas and splendor symbols by tabloid and fashion magazines. Fashion correspondents together with the photographers overload in masking current fashion trends that celebs are either after or setting. In doing this, they project to the people the exact trends they should be pursuing depending on the occasion or typical shape of an individual. This is more impacted on children and teens especially through the mass media screens of their preferred superstar, which they begin to copy. In that way trends grows to become fashions (dondbrown7, 2013).
Fashion magazines are not only the media outlets of influence towards how celebrities dress. For teens, there is absolutely no limit of avenues to find celebrity news. This is because the celebrity news is ubiquitous in style messages, huff post teens and TV shows and movies. Online marketing is also another medium which has become a means of lifestyle both for consumers and marketers. This has witnessed many celebs wearing or posing with brands being typical of many retailers’ websites (Nimbalker, Cremen, & Wrinkle, 2013).
The way the characters in TV shows, movies or online screens are dressed can highly influence fashion trends of the viewers. In the last twenty years, teenagers have placed those in the music and movie industry on their heels, seeking to be like them in lifestyle and fashion. According to Many teenagers are imitating their favorite celebrities, and those celebrities have got the power to establish what looks normal (Danielsson, 2008). Teenagers are also increasingly getting addicted to their favorite celebrities to the extent that they would want to follow them through every possible media. Thus, most of the entertainment publications and other fashion magazines keep on publishing more articles with the popular stars. This insatiable desire and follow up from the public has kept the fashion industry very dynamic (Deborah, 2013)..
One such celebrity, Kanye West, a famous writer, rapper, and producer has been very influential in the world of fashion recently, especially with the hipster subculture, brightly coloured plastic glasses with only plastic blinds, and fashion of mixing formal and casual clothing (Alexander, 2013).
Further, there are several other TV shows dedicated to fashion. Celebrities are known to posses the power to create that buzz and frenzy that separate one product from the rest. That is why most of the apparel and boot manufacturing companies are leaning towards hiring the stars to feature in TV shows and other media to help in marketing their products. For example, Cotton Incorporated has recruited Hayden Penettierre to their latest campaign dubbed The Fabrics of Our Lives Campaign. Hayden is a TV and movie actress and also a veteran of several TV commercials (Incorporated, 2013).
According to NPD Group’s Marshal Cohen, instant recognition is crucial when attempting to establish a relationship with teens. He says that whenever he wants to connect with younger consumers, he has to create an association with a celeb who is able to immediately take the brand high (Weller, 2007). Fuse’s Ara Finlayson says that teens embrace products endorsed by celebrities because they relate to them, see them as reliable sources and even aspire to be like them. Celebrities therefore, serve the purpose of attracting significant attention to a new brand or product launch. Fuse believes that a brand’s success or failure depends on its ability to leverage a celebrity in its marketing strategies online, in broadcast media, at retail, and at live events (Lillywhite, 2007).
Role of Fashion Celebrities on the Fashion Market
Report of Monitor Shows indicated that, while teens do appreciate product endorsement by celebrities, most of them still value the glowing product review from friends. According to Cohen, 99% of teens indicated that their friends influence them more than celebrities, even though the friends might be influenced by celebrities. Tom Kolovos also indicated that consciously or not, there is normally a symbiosis between a shopper and a celeb. And that, if one likes a celebrity and they endorse something, they will endorse it next. Kolovos says that celebrities are like trusted friends, whom people identify with (Incorporated, 2013).
According to Cotton Incorporated Lifestyle Monitor Survey (2013), 59% of teen female between age 14 – 18, indicated that people they see more frequently provides them with a source of apparel ideas. 43% of them cited internet, 33% indicated fashion magazines, 25% reported TV shows, 24% cited celebrities, and 19% cited commercial advertisements as a source of apparel ideas (Incorporated, 2013).
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