Fashion Opinion Leadership Essay Example for Free

Fashion Opinion Leadership Essay1. IntroductionConsumers form each(prenominal) other in several charges they exchange information by communication, assay or give reliances and copy each others behaviour. inquiryers recognise the giving and quest of judgments as one of the most important grape specifys on taint and fruit choice (Bristor, 1990 and Weimann, 1994). Especially in appearance, affectionate conventions and touch sensation leadership influence intersection point and brand evaluations (Amaldoss and Jain 2008). Fashion consumers ofttimes refer to spirt vista leaders who they go for to be alike. The Internet and amicable media speeded up the way of communication at heart credit rating conventions and made it contingent to shargon lodge ins without physical interaction. The following essay will outline an overview of air sentiment leaders and reference groups before giving a better gaining of how devise retailers begin use of agency belief leaders in enact to influence customers.2. Reference groups and reference group influencesConsumers use several sources when they seek information or printings on decisions in formal and fond ( goldsmith and Clark 2008). This aspect of consumer behaviour is described as scene-leadership- aspect-seeking, word-of-mouth, buzz or social communication (Goldsmith and Clark 2008). This means that consumers refer to something or someone when they seek information and clears the way for the term referential or reference group. Solomon and Rabolt (2009) define Humans as social animals that try to equalise into accredited groups, please others and take cues about how to be contain by observing the actions of those around (p. 422) them. A group pot simply be defined as two or more people sh ar common goals and interests. All phalluss of a group interact by certain patterns, contourworks and networks. A group member must therefore be perceptible to belonging to this group. roots hi ndquarters be primary (family), secondary (professions), formal (churches), or informal (certain group of friends).Belonging to a herd or group, recognizes consumers want to identify themselves psychologically and physically with desirable individuals of this group. Thus, an individual or group conceived of having signifi bungholet relevance upon an individuals sociological attri just nowes, such as evaluations, characteristics, aspirations, or behaviour is defined as reference group (Park et al, 1977). As express by Holton (2004), Merton hypothesized that individuals compargon themselves with reference groups of people who occupy the social role to which the individual aspires. Hence, the group be exercises the individuals frame of reference and influences his ideas and decisions. Reference group influence usher out fleet in antithetical ways. accord to Solomon and Rabolt (2009), group members of reference groups bum be influenced informational, utilitarian or value-expressi ve.Furthermore, individuals are also mostly influenced by prescriptive referents of the group, such as parents, te abiders, or peers (Childers and Rao, 1992). There are also so called aspirational groups of which individuals aspire to be a member of. This phenomenon can be considered as comparative referents, such as public judgement leaders or celebrities. Belonging to a group, aspirational or not, can influence the obtain behaviour of individuals, and decisions are often based on what the group members please in order to be accepted (Joel et al 1972). tally to the above, a reference group is as an individual or group that significantly influences an individuals behaviour (Bearden and Etzel 1982).2.1 Online referential groups and virtual(prenominal)(prenominal) consumption communitiesLiterature mostly concentrates on face-to-face interaction within reference groups on a regular basis or on aspirational groups without direct interaction (Pentina et al, 2008). However, Sheth and Parvatiyar (1995) state that it is not directly necessary to discombobulate physical contact and interactions with members of a group in order to refer to it. More common forms of reference groups are online reference groups, which scarcely exist in the military personnel Wide Web. Within the age of the Internet, arising social media networks and communities it is possible to share interests with people who the individual never met personally (Solomon and Rabolt, 2009). A virtual community of consumption is defined as a order of people whose online interactions are based on shared enthusiasm for and knowledge of a specific consumption activity (Solomon and Rabolt, 2009, p 426), such as vogue for instance.In the concept of virtual communities any group of people can share common bonds, without universe dependent on physical interaction and common graphic mending (McDonough, 1992). But the issue of relationships between each other still lies at the heart of virtual communiti es (Farquhar and Rowley, 2006). Although online sharing of interests takes place on blog websites, social media platforms, like facebook or twitter or sharing operate like as Pinterest, members build up relationships when sharing.On facebook, for instance, members liking other peoples stakes in certain theme groups and commenting on those can explain a relationship. Solomon and Rabolt (2009) state that the impact of virtual communities on individuals harvest-tide preferences and decisions are huge. Because of that, an online referential group can be considered as consumers who write about their vox populis towards certain disciplines, seek information, publish recommendations, and post products or services.2.1.1 Online referential groups in fashion and fashion bloggersFashion and apparel shopping are seen as the most popular discussion topic among social networks (Thomas et al, 2007). In fashion, online communities are seen mostly through social media emergence such as blogs or facebook groups. Fashion blogs are mostly run by one person who writes or blogs about different products, occasions or events within the fashion industry. The community is then formed by readers of the blog, so called followers, that read the stories or comment on it. With gaining popularity bloggers are also able to gain money by advertize on their blog websites. According to the Telegraph, the most popular bloggers make up to 10,000 a calendar month in advertising (Telegraph, 28/10/2012). Meanwhile, also fashion retailers look into the blogging business. For retailers the building up of social media groups could help them to gain direct feedback from consumers while monitoring discussions in referential groups online. Burberry for example not only has its own group on facebook, but also launched a blog, showing images of people enclothe their ditch coats (The Art of Trench, 28/10/2012).3. Fashion eyeshot leadershipReferring to an suasion leader is one of the social or info rmal sources of decision and minds seeking, named by Goldsmith and Clark (2008) in reference group behaviour. A person who has knowledge about a certain product and whose advice is seriously taken by others explains opinion leadership. An opinion leader or influential is a person, who is frequently able to influence attitudes and behaviour of others (Solomon and Rabolt 2009) Further, it can be explicated by the craving of leaders to distinguish themselves from followers, while followers pursue the countervailing desire to assimilate with leaders (Amaldoss and Jain 2008). Feick and Price (1987, p. 95) state that opinion leaders are more likely in product categories in which association with the product provides a form of self-expression. Fashionable costume embodies information about the constitution and status of its wearer to other people (Dodd et al, 2000).However, Amaldoss and Jain (2008) argue that in fashion, this occurrence is mostly seen within the acquire of luxury clot hing and accessories. There are several types of opinion leaders that can be discovered in fashion. Firstly, some argillaceous consumers of fashion clothing who become extremely interested and preoccupied with it, so that their interest, knowledge and experience qualifies them to become fashion opinion leaders for others (Goldsmith, 2000). Today, these types of fashion opinion leaders occur mostly online, such as fashion bloggers. Secondly there are people who are in the public spotlight, such as celebrities. Celebrities mostly look adorable and therefore individuals follow their look because they desire to assimilate with this leader (Amaldoss and Jain 2008). But sometimes celebrities are cosmos dressed up by personal outfitters in order to create, perform and accomplish a certain image without actually having the interest or knowledge in the area.This shows that also the perception that individuals have about a person can make the person an opinion leader. Of course, there are also people whose profession is related to fashion that can be an opinion leader for individuals, such as designers, fashion photographers, models or fashion magazines. A recent study on Mintel shows that fashion content in celebrity, lifestyle or fashion magazines, newspaper publisher supplements and makeover shows has a direct influence on the shopping behaviour of 2 3.5 million people. Especially women are most likely influenced by such coverage (Mintel, Fashion Online, 29/10/12). As the fashion magazine example illustrates, an opinion leader does not have to be only one person, it can also be a company or an organisation.3.1 Fashion opinion seekingOpinion seeking is the behavioural counter cancel to opinion leadership (Goldsmith and Clark, 2008, p 309) and is important to the diffusion of new fashion products because it can spread word-of-mouth about the advice gotten from opinion leaders. Unlike opinion leaders, opinion seekers do not have the similar knowledge of and intere st in a product category than opinion leaders in this segment do (Goldsmith, 2000). Opinion leaders do also absorb risk (Solomon and Rabolt, 2009) for opinion seekers when buying a new product. then, Opinion seekers consider opinion leaders as appropriate sources for information and advice (Bertrandias and Goldsmith, 2006). Nevertheless, opinion seekers are very important to opinion leaders because they act on the information they got from the opinion leader.The fashion industry is one of the industries that show the most frequent changes in trends and styles. When consumers determine on buying a new product they might ask or even search for information about the in demand(p) fashionable product. Because of that they often make use of informal or social sources when seeking information (Goldsmith and Clark 2008) or opinions on decisions from fashion opinion leaders in any form. Consumers can seek for an opinion through various types of social communication, word-of-moth recommenda tions, observing opinion leaders, researching a subject or buzz (Goldsmith and Clark 2008). In an online perspective, consumers can use social network communities as sources for apparel shopping.3.1.1 The process within referential groups in fashion coherence of opinion leaders and opinion seekersThe basis of forming referential groups in virtual communities is the process compounding interpersonal connectivity, social enhancement and sharing of information. Dholakia and Bagozzi (2004) state that interpersonal connectivity between members is important to retain social benefits of participating online. In fashion opinion leadership and fashion opinion seeking, the process is based on the social need of each other, shown in figure 3. visualise 1 The process of fashion influence between fashion opinion leaders and fashion opinion seekers in referential groups, adapted from Goldsmith and Clark, 2008This process can especially be observed in online communities where opinion leaders post pictures of themselves wearing a new product. Several opinion seekers may like the product and give a verificatory feedback to the opinion leader or even share it with others, which shows symbolic validation to the opinion leader and creates a loop.3.1.2 capital of Seychelles Beckham as fashion opinion leader for the Birkin BagA good example for an opinion leader in fashion is Victoria Beckham. The ex-singer, designer and wife of English football star David Beckham is referred to being an A-list celebrity in the public spotlight. She is not only famous for designing fashion and wearing high-heels, but also for her collection of the Hermes Birkin Bag. The Birkin Bag is a hand-made handbag designed by the luxury fashion brand Herms and is estimated to start at $6,000 (Branch, 2004). The bag is often seen adorning the arm of celebrities and has become a cult fashion phenomenon (Tonello, 2009) and is an example of a fashion product that gained high popularity. Its brand, Herms limited its production, to limit its accessibility. Victoria Beckham is presumed of possessing the largest collection of Birkins (Fashionthroughtravel, 26/10/12). The following figure shows an example of her and her Birkin Bag collection.It can be the fact that Victoria Beckham is popular and has a lot of people referring to her what made the bag so famous and desirable. Followers or referents to her then adopted the product, Birkin Bag. The more leaders adopt a product, the higher value is crated among its followers. Thus, followers are buying the product for its reference group effect (Almadoss and Jain, 2008, p 935).Therefore individuals that look up to their opinion leader may want to follow his choices (Amaldoss and Jain, 2008). As being outlined before, fashion clothing transmits a certain personality and status of its wearer to other people (Dodd et al, 2000) and is also a form of self-expression. Wearing certain trends or accessories like a Birkin Bag show commitment to a certain i mage of being wealthy, belonging to a higher class or having a sure feeling of trends and fashion.4. Why and how marketers make use fashion opinion leadersThe innovator theory by Rogers (1962) shows that consumer attitudes towards acquire products can be sort out into five categories. The following figure shows Rogerss adoption of innovations curve.Depending on how quick consumers are to purchase they are either1. Innovators or Designers (2.5%),2. Fashion opinion leaders or ahead of time adapters (13.5%),3. Early absolute majority (34%),4. Late majority (34%),5. Laggards or late adapters (16%)Directly after innovators or designers of the product, opinion leaders come second in purchasing or adapting this trend. According to the theory, opinion leaders are the key to product diffusion (Mituse, 05/11/12). Although innovators and opinion leaders combined account for no more than 16% of the overall market, a company can try to target opinion leaders already in early product stages and see if product diffusion will spread to the early and late majorities (Mituse, 05/11/12). following(a) Rogerss theory and transferring it to the fashion industry, it can be argued that it is from extreme importance for fashion retailers to get opinion leaders on board in order to establish their designs and products within the market. Thus, the precedents why fashion opinion leaders influence others by sharing information are extremely important for companies (Bertandias and Goldsmith, 2006).Fashion retailers make use of key opinion leaders to influence the purchasing behaviour of consumers through their perceived short letter of authority. Therefore employing opinion leaders as advertising mascots or models in commercials or adverts, as seen in the figure below, is common in fashion retail.Figure 4 Fashion opinion leaders advertising for retailerFurthermore, collaborations with opinion leaders that are famous for their profession are common in fashion retail. This can be und erlined by collaborations between mass retailer hm and designers like Donatella Versace (2012) and Jimmy Choo (2009) or online premium retailer NET-A-PORTER and Karl Lagerfeld, as figure 5 illustrates below.Figure 5 Collaborations of retailers and designers as fashion opinion leadersNevertheless, marketing products or brands effectively today requires implements that reach beyond normal advertising methods by prior targeting fashion opinion leaders, marketers are able to engage positive word-of-mouth behaviours (Bertrandias and Goldsmith, 2006) about their products. According to Chaney (2001), opinion leaders act as human information processors and are an attractive marketing tool as part of the overall communication strategy. Influences by fashion opinion leaders are not only verbal, but also visual (Bertrandias and Goldsmith, 2006). In fashion, a product has to be desirable to a consumer. If no one is seen with a certain product, most consumers dont see a reason in buying it. If someone famous is seen with the product, the probability of referential groups buying or wanting the product as well increases. When word-of-mouth networks are generated around opinion leaders, it can pave the way for feast news or opinions about certain fashion products.Thus, it is beneficial to address fashion-marketing communications directly to opinion leaders of this segment in order to speed up advertising messages. Therefore, advertisers may address womenswear or accessories fashion campaigns directly to opinion leaders like celebrities or high-fashion magazines. Because of the important role they may have in influencing markets, advertisers may also hand out free fashion product samples to opinion leaders (Yahoo, 29/10/12). Handing out such testimonials, which often embody free designer clothes, handbags or shoes, retailers push opinion leaders to wear the brand in order to influence reference groups around the opinion leader visually. Outfitting celebrities that have publ ic appearance for free, mostly sees this occurrence, exemplarily stated in the below figure.Figure 6 Celebrities on the red carpet, adapted from ELLEBy doing so, the marketer uses the position of the opinion leader to take in and break down its message to influence its relevant target group. Well-established magazines such as Vogue, Elle or mesmerise can also be expected to have high influences on fashion decisions of opinion seekers. A fashion magazine even has the ability to cluster a whole group of fashion opinion leaders together celebrities, photographers, editors, industry experts and fashion journalists. This might be a reason why opinion seekers use those magazines as information source when seeking for an opinion. Thus, advertising in fashion magazines, outfitting celebrities, or using fashion opinion leaders in adverts can influence target groups in their purchasing behaviour.5. ConclusionReference groups in fashion are defined as fashion consumers who are heavy fashion users and highly involved in seeking or reflecting opinions about fashion brands and products with others who share the same interests. Further, it is differentiated between fashion opinion leaders and fashion opinion seekers. As being part of a referential group, opinion leaders and opinion seekers are positively related to each other, as the one cant exist without the other.Today, fashion opinion leaders are often classified as celebrities, people standing in the public spotlight, magazines, or bloggers, surrounded by networks of reference groups that admire to be like them. Especially in the age of social media it has become more important to marketers to understand the process of providing, sharing and seeking of information between fashion opinion leaders and opinion seekers. Therefore opinion leaders are seen to be an important marketing tool in fashion as they are able to influence reference groups in their product or brand purchasing decisions. enumerate of referencesAmaldos s, W. Jain, S. (2008), Trading Up A Strategic Analysis of Reference Group Effects, Marketing Science, pp. 932-942Bearden, W. Etzel, M. 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