Output details
34 - Art and Design: History, Practice and Theory
University of Leeds : B - Design
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Output 0 of 0 in the submission
Article title
Youth identity ownership from a fashion marketing perspective
Type
D - Journal article
Title of journal
Journal of Fashion Marketing and Management
Article number
-
Volume number
15
Issue number
2
First page of article
163
ISSN of journal
1361-2026
Year of publication
2011
URL
-
Number of additional authors
1
Additional information
This paper explores the influence that marketing has on the teenage demographic and on their development of identity. The concept of 'cool' is explored as a marketing method to influence young fashion-consumers, questioning the ethical issues and implications. Few researchers have looked at the way in which fashion marketers use contemporary marketing tools such as cool-hunting and the use of the concept of cool to influence this demographic. It was found through surveying 79 school pupils that they can be easily exploited by marketers and that most considered themselves more a part of web-based communities than of their local community.
Interdisciplinary
-
Cross-referral requested
-
Research group
None
Proposed double-weighted
No
Double-weighted statement
-
Reserve for a double-weighted output
No
Non-English
No
English abstract
-
