The Role of Media in Promoting Fashion Consumerism
Introduction
Modern day media plays a very important role in people’s daily lives, as its level of penetration is very high. The general public is surrounded by commercials of all forms: television advertisement, billboard imagines, and even cinema showings that all deliver powerful visual messages that gradually form people’s own ideologies of living. In particular regard to the consumption of fashion products, the media serves as a highly effective marketing channel for fashion brands to influence their customers purchasing decision making process. There are many ways that a fashion brand produces its commercials to promote products, among them celebrity endorsement is becoming increasingly popular in recent decades.
This essay studies how celebrity endorsement widely adopted by popular fashion brands influence the consumers’ purchasing behavior. With the example of Brad Pitt’s recent partnership with Chanel to market the brand’s prestigious No. 5 perfume, this essay illustrate how exactly seeing a celebrity presenting his keen appreciation of hence the close association with a particular fashion product can cast a significant impact on an ordinary person’s decision to purchase the same item.
Fashion as A Way of Life
Over the years, as general living standard gradually increased, many fashion products are now being considered as an integral part of people’s life, rather than a type of luxury pursuit that was once exclusive to the society’s very elites. Even some of the high-end luxury brands have gradually diversified their product ranges, having acknowledged the sustained purchasing power and growing taste for fashion of the middle class, to reach out to a larger selection of customers, in the attempt to retain continued market growth as well as profits.
Nowadays consumers make purchases of fashionable items of all type for a wide range of purposes for a combination of elements. These do not only relate to the actual functionality but also the
Modern day media plays a very important role in people’s daily lives, as its level of penetration is very high. The general public is surrounded by commercials of all forms: television advertisement, billboard imagines, and even cinema showings that all deliver powerful visual messages that gradually form people’s own ideologies of living. In particular regard to the consumption of fashion products, the media serves as a highly effective marketing channel for fashion brands to influence their customers purchasing decision making process. There are many ways that a fashion brand produces its commercials to promote products, among them celebrity endorsement is becoming increasingly popular in recent decades.
This essay studies how celebrity endorsement widely adopted by popular fashion brands influence the consumers’ purchasing behavior. With the example of Brad Pitt’s recent partnership with Chanel to market the brand’s prestigious No. 5 perfume, this essay illustrate how exactly seeing a celebrity presenting his keen appreciation of hence the close association with a particular fashion product can cast a significant impact on an ordinary person’s decision to purchase the same item.
Fashion as A Way of Life
Over the years, as general living standard gradually increased, many fashion products are now being considered as an integral part of people’s life, rather than a type of luxury pursuit that was once exclusive to the society’s very elites. Even some of the high-end luxury brands have gradually diversified their product ranges, having acknowledged the sustained purchasing power and growing taste for fashion of the middle class, to reach out to a larger selection of customers, in the attempt to retain continued market growth as well as profits.
Nowadays consumers make purchases of fashionable items of all type for a wide range of purposes for a combination of elements. These do not only relate to the actual functionality but also the