Celebrity Fashion Marketing: Developing a Human Fashion Brand

Cover
Endorsements
Half Title
Series
Title
Copyright
Contents
Acknowledgements
List of Abbreviations
Foreword
Preface
Chapter 1 Introduction
	1.0 Introduction
	1.1 Background and Context
		1.1.1 The Fashion Celebrity
		1.1.2 The Fashion Celebrity Marketer
		1.1.3 The Fashion Consumer
	1.2 The Need for a Human Fashion Brand Model
	1.3 Summary
Chapter 2 The Fashion Celebrity
	2.0 Introduction
	2.1 Why Use Celebrities?
		2.1.1 Celebrity Definitions
	2.2 The History of the Celebrity and Their Fashions
		2.2.1 Classifications of the Celebrity
			2.2.1.1 Rojek’s Classification
			2.2.1.2 A to D List-Z List (Ulmer Scale)
			2.2.1.3 The David Brown Index
			2.2.1.4 Reality TV
			2.2.1.5 Influencer
		2.2.2 Review of Celebrity Definitions
	2.3 Fashion and the Celebrity
		2.3.1 Market Levels of Fashion Brands
	2.4 Using Celebrities as Fashion Brands
		2.4.1 The Intimate Relationship Between the Celebrity and the Fashion Consumer
		2.4.2 Celebrity Case Study: Kim Kardashian
	2.5 Conclusion
Chapter 3 The Fashion Celebrity Marketer
	3.0 Introduction
	3.1 Ideals of Beauty in Fashion
		3.1.1 Celebrity Impact on Society, Human Behaviour, and Purchasing
	3.2 Media Fashion and Branding in the Social Media Age
		3.2.1 Importance for Marketers to Understand the Social Psychology of Dress and Fashion
		3.2.2 The Importance of the Celebrity Image for Marketers
	3.3 Celebrity Endorsement
		3.3.1 The Meaning of Fashion Brands to the Consumer
		3.3.2 Brand Lifestyle Personality
		3.3.3 Brand Image
		3.3.4 Celebrity Brand Ambassadors
		3.3.5 Celebrity Brand Negativity and Its Effects on the Marketer
	3.4 Negative Celebrity Brand Campaigns
		3.4.1 Negative Celebrity Fashion Impact on the Youth
		3.4.2 Summary of the Market Industry Value of the Celebrity
	3.5 Celebrity and Marketer Models and Tools
		3.5.1 The-Self Product Congruence Model
		3.5.2 The FRED Principle
		3.5.3 The Flow of Fashion
		3.5.4 McCracken’s Meaning Transfer Model
		3.5.5 Kapferer’s Brand Identity Prism Framework
		3.5.6 Maslow’s Hierarchy of Needs
		3.5.7 Models of Innovation and Adoption in Fashion
			3.5.7.1 Diffusion of Fashion
			3.5.7.2 The Fashion Product and Celebrity Life Cycle
			3.5.7.3 Stages of the Fashion Life Cycle
			3.5.7.4 The Fashion Celebrity Life Cycle
			3.5.7.5 Summary of Fashion Celebrity and Celebrity Marketer (Industry) Models and Tools
	3.6 Conclusion
Chapter 4 The Fashion Consumer
	4.0 Introduction
	4.1 Consumer Assignment of Meaning and Possessions
	4.2 How Is Personality Developed?
		4.2.1 Personal Characteristics of an Individual
		4.2.2 Psychographics and Values
		4.2.3 Opinion Leaders and Reference Groups
		4.2.4 The Dream Formula
		4.2.5 The-Self and Consumption
			4.2.5.1 Consumer Influence by Fashion Celebrities
			4.2.5.2 Celebrity Consumer Pre-Purchase Cost and Decision Making
			4.2.5.3 Summary and Link
	4.3 Case Study Analysis – Iconic Celebrity Trendsetters
		4.3.1 Madonna
		4.3.2 Run DMC – Hip-Hop Casual Fashion
		4.3.3 Audrey Hepburn
		4.3.4 David Beckham – Brand It like Beckham, Icon of Outerwear, Underwear, and Hair
		4.3.5 Catherine, Princess of Wales
	4.4 Conclusion
Chapter 5 The Human Fashion Brand Model
	5.0 Introduction
	5.1 Model Definition
	5.2 The Human Fashion Brand Model Symbionts
	5.3 Description of the Human Fashion Brand Model
	5.4 The Benefits of the Human Fashion Brand Model
	5.5 The Use of the Capability Maturity Model (CMM)
	5.6 The Human Fashion Brand Model
		5.6.1 The Fashion Celebrity Human Fashion Brand Model Influence Factors
		5.6.2 The Fashion Celebrity Human Fashion Brand Model Influence Need Levels
		5.6.3 The Fashion Celebrity Human Fashion Brand Model Exposure Factors
		5.6.4 The Fashion Celebrity Human Fashion Brand Model Impact Factors
		5.6.5 The Celebrity Fashion Marketer Human Fashion Brand Model Exposure Factors
		5.6.6 The Celebrity Fashion Marketer Human Fashion Brand Model Endorsement Factors
		5.6.7 The Fashion Consumer Human Fashion Brand Model Influence Need Factors
		5.6.8 The Fashion Consumer Human Fashion Brand Model Identification and Meaning Factors
	5.7 Conclusion
Chapter 6 Concluding Remarks
	6.0 Overview
	6.1 Findings of the Book
	6.2 Social Media Appeal, Demographics, and Data Analytics
	6.3 Recommendations for Future Research
	6.4 Influencers, Vloggers, and Bloggers
	6.5 Final Words and the Future Direction of Celebrity Fashion
Index