Fashion Opinion Leadership
Contents
1. Introduction 2
2. Reference groups and reference group influences 3 2.1 Online referential groups and virtual consumption communities 3 2.1.1 Online referential groups in fashion and fashion bloggers 4
3. Fashion opinion leadership 5 3.1 Fashion opinion seeking 5 3.1.1 The process within referential groups in fashion: coherence of opinion leaders and opinion seekers 6 3.1.2 Victoria Beckham as fashion opinion leader for the Birkin Bag 7
4. Why and how marketers make use fashion opinion leaders 9
5. Conclusion 13
List of references 14
List of illustrations 17
Appendices 19 Audience reach of social media websites, by sub-category, April 2009 - March 2012 19 Frequency of visits to social networks, February 2012 20 Activities normally performed on any social network, February 2012 21
1. Introduction
Consumers influence each other in several ways: they exchange information through communication, seek or give opinions and copy each other’s behaviour. Researchers recognise the giving and seeking of opinions as one of the most important word-of-mouth influences on brand and product choice (Bristor, 1990 and Weimann, 1994). Especially in fashion, social groups and opinion leaders influence product and brand evaluations (Amaldoss and Jain 2008). Fashion consumers often refer to fashion opinion leaders who they desire to be alike. The Internet and social media speeded up the way of communication within reference groups and made it possible to share interests without physical interaction. The following essay will outline an overview of fashion opinion leaders and reference groups before giving a better understanding of how fashion retailers make use of fashion opinion leaders in order to influence customers.
2. Reference groups and reference group influences
Consumers use several sources when they seek information or opinions on decisions; informal and social (Goldsmith and Clark
1. Introduction 2
2. Reference groups and reference group influences 3 2.1 Online referential groups and virtual consumption communities 3 2.1.1 Online referential groups in fashion and fashion bloggers 4
3. Fashion opinion leadership 5 3.1 Fashion opinion seeking 5 3.1.1 The process within referential groups in fashion: coherence of opinion leaders and opinion seekers 6 3.1.2 Victoria Beckham as fashion opinion leader for the Birkin Bag 7
4. Why and how marketers make use fashion opinion leaders 9
5. Conclusion 13
List of references 14
List of illustrations 17
Appendices 19 Audience reach of social media websites, by sub-category, April 2009 - March 2012 19 Frequency of visits to social networks, February 2012 20 Activities normally performed on any social network, February 2012 21
1. Introduction
Consumers influence each other in several ways: they exchange information through communication, seek or give opinions and copy each other’s behaviour. Researchers recognise the giving and seeking of opinions as one of the most important word-of-mouth influences on brand and product choice (Bristor, 1990 and Weimann, 1994). Especially in fashion, social groups and opinion leaders influence product and brand evaluations (Amaldoss and Jain 2008). Fashion consumers often refer to fashion opinion leaders who they desire to be alike. The Internet and social media speeded up the way of communication within reference groups and made it possible to share interests without physical interaction. The following essay will outline an overview of fashion opinion leaders and reference groups before giving a better understanding of how fashion retailers make use of fashion opinion leaders in order to influence customers.
2. Reference groups and reference group influences
Consumers use several sources when they seek information or opinions on decisions; informal and social (Goldsmith and Clark