Explore the relationship between celebrity, fashion and consumption - past and present - in order to answer: Why do some people dress like celebrities? Izel Beydola Fashion Design Year 1 RFDN4008 1,975 words Date of Submission: 09.04.2018 Contents Introduction 3 Relationship between Celebrities, Fashion and Consumption 3 Conclusion 9 Bibliography 10 Introduction Celebrities are individuals who are easily recognizable by people in a specific region or country either mostly because of their careers and famous actions. Celebrities constantly hold to attention of the media by constantly appearing on the social scene. These celebrities could range from actors and actresses, politicians, millionaires and billionaires, models, athletes, and television personalities. In the past and present, celebrities have influenced multiple aspects of society which include but not limited to consumer trends, fashion, social behaviour, cultural practices, medical practices, psychological behaviour, and media practices. This study will look in the influence that celebrities have specifically in fashion and relating practices. This study will start by looking into the relationship between celebrities, fashion and consumption in the past and in the present. The relationship between Celebrities, Fashion and Consumption Celebrities cannot exist with fame and popularity. Fame is a creation of Western societies (Harmon, 2005, p. 99). For more than 2000 years, fame has enabled legitimacy of actions, individuals, values, and virtues in society (Harmon, 2005, p.99). This has influenced society’s understanding and perception of how a person should look like, behave socially, or spend their time or finances. For a very long time, the famous individuals have been viewed as a representation of a specific characteristic or emotion. Famous individuals have represented riches, hope, beauty, fashion, and fame among other characteristics and emotions that everyone desires. In addition to that, fame and gossip go hand in hand. According to Harmon (2005), celebrity gossip in America dates back to the foundation of the nation, emergence of Hollywood, through to the period of the Clinton administration (p.99). Gossip was critical to the growth and sustenance of the film industry. Moreover, since evolution of print and television media, it was noted that readers and watchers took more interest in the celebrities and the rich and famous during that period of time. This bore the age of idolisation of celebrities. During the twenties century, celebrities influence on fashion and consumer behaviour began to take shape clearly (Harmon, 2005, p.100). The evolution of advertising created a new body image through models and celebrities. Presentation of models and celebrities as the perfect body image representation led more people to want to become like celebrities; not only physically but also dressing like them. This representation of body image had its positive and negative impact. Companies realised that they were able to drive an increase in sales after releasing ads involving celebrities. Celebrity fans felt that they could look like a certain celebrity if they went ahead to purchase items advertised by these celebrities (Harmon, 2005, p.100). Advertisements and celebrities careers are intentionally packaged and designed to draw emotions of the general public who are the main consumers of goods and services. After watching an advert by a celebrity, it becomes impossible to distinguish between the celebrity and the product when a consumer comes across the product at a local mall or shopping center. A celebrity’s career is the first medium by which fans come to love and idolize a celebrity. The character played by a celebrity in a movie, play, television show, song, or real life creates a narrative that becomes the first source of emotional attachment between the celebrity and his/her fans (Harmon, 2005, p.101). When advertisers hire a celebrity to advertise their products, they are actually purchasing this emotional attachment which is transferable to the product or service. Therefore, the product or service gets to enjoy the same emotional attachment with the fans of the celebrity. This fantasy connection between the fans and the celebrity extends not only to products advertised, but also outfits that the celebrities wear. Becoming a celebrity exposes an individual to more finances than they had earlier, as well as the finer things in life. Therefore, celebrities today have access to high profile fashion shows, the exclusive collection reveals by designers, exposure to new trends, and access to high fashion (Thompson and Heinberg, 1999, p. 339). All these are the object of desire for the majority of their fans. As a result, this status creates the impression that the celebrity’s fashion choices are exclusive and the best that exist at the time. Some people, therefore, imagine that dressing like a celebrity will give them the same status as the celebrities. These can be referred to as the celebrity effect (Gibson and Pesce, 2017). Due to the increase in competition among brands within the fashion industry, a celebrity effect is a marketing tool applied to fashion brands. During the year 1995, approximately 20% of onscreen advertisements used celebrities to endorse their pieces (Thompson and Heinberg, 1999, p. 341). By the year 2000, the number of onscreen advertisements using celebrities had increased to 25% (Gibson and Pesce, 2017). Today, it is difficult to find a fashion advert that does not involve a celebrity model, actor/actress or television personality. This is not only the case in the field of fashion but also in the corporate setting. Celebrities are plastered all over magazine covers, billboards and street advertisements, and social media advertisements (Gibson and Pesce, 2017). The need for some people to want to dress like celebrities has eased market penetration for multinational fashion companies. In the past, a brand would spend months or even years to penetrate a new market. Today, brands only need to identify the most popular celebrity within the region and have the celebrity endorse their product (Gibson and Pesce, 2017). This is the same reason why some people chose to dress like celebrities. They know that celebrities have first access to the best and most fashionable fashion pieces. Therefore, looking to celebrities for fashion inspiration assures an individual wearing the piece will make them stand out and on trend. Celebrities employ stylists who purchase the items they wear, organize their wardrobe, and even put together specific outfits for them to wear. A lot of work goes into a celebrities look. Therefore, when an individual dresses like a celebrity, they reap the benefits of the work done by the stylist (Thompson and Heinberg, 1999, p. 349). They are able to put together fashion pieces similar to those worn by the celebrity without having to break a sweat. This way, an individual feels that they have been styled by a celebrity stylist without having to spend more. This has been accentuate and simplified by social media. A fan is able to make a celebrity their fashion influencer on a daily basis without having to meet the celebrity in person. This is especially through social media applications such as Facebook, Twitter, and Instagram. Advertisements also influence consumers to dress like celebrities. Advertising is a proven marketing tool that influences consumer behaviour. Through advertising, brands and the media have encouraged people to think that imitating celebrity style makes one fashionable. For instance, in multiple occasions outfits similar to those worn by celebrities have sold out in record time. Moreover, fashion pieces endorsed by celebrity receive recognition from the public. The public awards the same recognition to the celebrity and the outfit. Endorsements by celebrities give fashion pieces credibility. Similarly, an advert gets more attention given that an advert is in it. This in turn gives consumers a positive attitude towards the brand making it more likeable and credible (Boden, 2006, p.289). Multiple celebrities are known to own fashion lines or collections. Some celebrities also get to work with renowned fashion designers in developing a new collection. As a result, their diehard fans flock to store to purchase outfits from celebrity collections before they sell out. Due to influence on the general public, celebrities are able to reintroduce fashion trends that were presumed to be dated. For instance, celebrities may also introduce a new style of wearing a shirt which the public may follow suit without criticizing (Boden, 2006, p.297). Individuals also feel proud to be associated with a celebrity’s brand. In the fashion social scene, people are always interested in knowing what the acquaintances are wearing. Therefore, it is a proud moment for someone to introduce their outfit using a celebrity name or fashion line. Celebrities are icon and represent the perfect life for most people. Some people may therefore be under the impression that dressing like a celebrating gives them a sneak peek into the celebrity’s life. Additionally, dressing like a celebrity draw lots of attention. Some people take pride in the ability to draw the attention of onlookers. With this in mind, brands apply the celebrity effect in marketing. For instance, H&M dedicate a huge amount of their revenue to acquire celebrity endorsements. H&M make use of huge campaigns using celebrities to promote their brand (Boden, 2006, p.290). These campaigns draw in the attention of the general public and the media. Some people prefer to dress like celebrities because of the attention that celebrities receive from the media. Gossip blogs, paparazzi, and news sites follow celebrity activities and report them on their sites. These bring attention not only to the celebrity but also to the brand they represent and endorse. On the other hand, the main reason why fashion brands utilize celebrity endorsements is due to the attention they draw from the media (Boden, 2006, p.294). Some fashion consumers may, therefore, believe that dressing like celebrities gives them attention within their social circle. The concept of luxury is attractive to the majority of the human race. Celebrities live in luxury and shop from luxurious brand due to their high income. Moreover, celebrities are also gifted by luxurious brands with some on their newest fashion pieces. The possibility that some people may get to share in this luxury leads them to purchase outfits similar to those worn by celebrities. They also want to be perceived as individuals with a higher standing in society through the luxurious way they dress. The popular quote on dressing the way one would like to be addressed applies here (Boden, 2006, p.292). Celebrity influence extends to children as well. Celebrity children have access to the most exclusive fashion brands around the world. The ability to dress their children in a manner similar to that of celebrity children creates excitement and a sense of superiority. Fashionable outfits create an air of proper social and economic standing in the past and in the present. Children, therefore, develop a culture of dressing like celebrities from a very tender age. For instance, teenagers prefer to dress in outfits similar to those of teen stars in Teen magazine and similar age-appropriate magazines (Boden, 2006, p.293). Other factors such as materialism, brand awareness, social comparison, and fashion involvement also draw individuals to want to dress like celebrities. Millennials have experienced exposure to celebrity culture throughout their life. Consequently, they rely heavily on celebrities to influence not only their career choices and daily routine but also their fashion choices. To ensure relevance, attitude and social appropriateness, Millennials keep up with pop culture (Boden, 2006, p.288). However, this has also influenced their creativity and innovation. Millennials are highly motivated to get involved with fashion as a source of income and wealth accumulation. The inspiration they take from celebrities is limitless. Fortunately, this age of technological advancement has facilitated and increased chances of acquiring inspiration from celebrities. Conclusion Multiple reasons drive individuals to dress like celebrities. Although it may be perceived as a lack of individuality and originality, it may also be described as a source of inspiration and encouragement for many. The fashion industry continues to be a fluid environment that is subject to constant change. Consumer attitude and the celebrity effect are new aspects of the fashion industrial market that have led to its growth and expansion. Celebrities continue to be an influence on consumer behaviour in fashion, beauty, plastic surgery, social, and economic practices amongst multiple fields. Bibliography Boden, S., 2006. Dedicated followers of fashion? The influence of popular culture on children’s social identities. Media, culture & society, 28(2), pp.289-298. Gibson, P.C. and Pesce, S., 2017. Introduction. Fashion and Celebrity Culture: Body Spectacle and the Enlarged Sphere of Show Business. ZoneModa Journal, 7(1). Harmon, K., 2005. Celebrity culture. The Hedgehog Review”–Celebrity Culture, 7(1), pp.54-122. Thompson, J.K., and Heinberg, L.J., 1999. The media's influence on body image disturbance and eating disorders: We've reviled them, now can we rehabilitate them?. Journal of social issues, 55(2), pp.339-353. 15/16 version Form AFF13 Student Assessment Feedback Form This form is to be used to provide feedback to all undergraduate and taught postgraduate students. A separate form should be used for each summative assessment component (as defined in the unit descriptor). It should be completed by the assessor and, normally, returned to the student within four1 weeks of the due date for this assessment component (or, where the component comprises multiple assessment tasks, within four weeks of the submission deadline of the final assessment task). descriptors, which can be found at Appendix 1 of the Common Credit Framework. Before completing this form, staff should ensure that they are familiar with the Student Assessment Feedback Policy. Student name: Izel Beydola Academic year: 2017/18 Unit Title: History and Theory Unit Code: RFDN4008 Assessment component: 1 (100%) Due date: 9th April 2018 Percentage Mark: (Indicative and to be confirmed by the Board of Examiners) 32% Feedback Assessment Criteria Feedback (please list below) Knowledge of Contexts, Concepts and Processes Knowledge of fundamental contextual and theoretical issues and critical concepts and a widening appreciation of historical and contemporary practice (LO1/LO2) (please comment on achievement against assessment criteria) Limited knowledge of fundamental contextual and theoretical issues and critical concepts Understanding through application of Knowledge demonstrate relevant knowledge through undertaking relevant research (LO3/LO4/LO5) Incomplete comprehension of relevant knowledge in seeking solutions to projects or problems ability to present ideas and information from a variety of sources in an effective manner (LO2/3) Application of Technical and Professional Skills Skills in the use of written and oral forms of communication and understanding of academic conventions effectively demonstrated (LO4/LO5) Limited application of fundamental transferable and professional skills Limited evidence of ability to learn independently Additional comments (if applicable): Essay: Your previous essay was given the formative grade of a fail and the essay you have now submitted would have been several grades above this if all the references you have added were really indicators of the research and understanding you have applied here. This would have been quite an incredible improvement. In addition, your writing style is MUCH better than in the previous essay, which is a surprise also and raises questions over originality because of the problems with referencing. In comparison to your previous essay, you seemed to have started using academic sources for the essay. HOWEVER: There are some question marks regarding these sources because most of what you reference 1 In the case of dissertation (or equivalent), the completed form should normally be returned to the student within eight weeks of the due date. 15/16 version does not relate to the referenced source at all, i.e. you claim to have read and referenced a source but the references appear to be made-up and mislead the reader. For example, a large part of your essay relies on an article by Harmon from The Hedgehog Review vol.7, no. 1 (2005). This article is in fact a bibliographic review, i.e. a short summary of many sources rather than an academic research article itself. Only the first two references in your essay (page 3) are correct which demonstrates that you can reference and understand how it works. All of the following 16 references are misleading and incorrect. I had a look at your reference of page 100 and 101 of this article (page 4 in your essay) and cannot see the information your essay claims on three occasions to have been been paraphrased from these pages. This raises serious questions about where the information in your essay is actually from because it is not from the source you repeatedly claim it is. However, there is also an occasion when the reference to Harmon page 99 is correct (essay page 3). On page 3, you also reference Harmon when she is in fact summarising a text by Collins herself. I am also not sure why you mix the birth of Hollywood presidency in one sentence does not really help your reader understand how celebrity culture developed. On page 5 on fashion models and does not discuss what you claim it does anywhere in the text at all. Again, your reference of this text on page 5 of the essay does not relate they do not discuss celebrities endorsing fashion brands anywhere in the text. this source do not match what they discuss. The references of Bode I am not sure why you have not used the seminar reading on celebrity culture or any of the books in our library or even one of the dozens of well-known texts on celebrity culture that Harmon lists in her review. She gives you a whole list of great sources, which you could have used yourself. You should also sometimes use direct quotes and make it much clearer where you have brought in your own ideas. At times, the essay reads as if it is entirely composed of paraphrased information from other sources. You are using referencing now, which is an improvement, but this would only help you meet the learning outcomes if the references are accurate. Overall, it is still difficult to see your own voice come through. This should be done by introducing and reflecting on the information you have found this can be achieved by using what follows. This is what you should do next time. You should bring in some of your own specific examples of celebrities with their own fashion lines or ads for fashion companies you mention H&M without an example. You also reference Boden as the author who discusses H&M when she is not. What has happened with your referencing? Where is the information from? Summaries: The reading summaries are confident to sound, although the first one of the text by Woodward is probably the best one. The following summaries show that you have read the text but you have not consistently identified the most important points made in each text. The summaries of the texts by Barnard and by Cheang do not really give the reader a clear understanding of 15/16 version what the texts focus on and argue (you don't mention the semiotic model in Barnard explicitly or the concept of decentering in Cheang to name but two examples). To be clear; your first essay was written in a basic style with no referencing and the summative essay and reading sheets are written in a much stronger style but includes false references; this raises questions about originality. It is much better to write, even in a basic way, with accurate references. I would encourage you read the Harvard reference guide again and the policy on Academic Misconduct to ensure you understand why accurate references are needed and the implications of plagiarism and collusion. I confirm that I was involved in the assessment of this student and that I agree with both the mark awarded and the feedback comments: Name Anne Reimers & Sarah Stacey
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