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Power, Social Identity and Fashion Consumption : A thesis on how female executives use power-coded dressing as a tool to accentuate power as a part of their social identity.

The aim of the thesis is to contribute to the CCT research field on social identity, by placing a focus on power from a customer perspective and studying how power can be accentuated within social identity. Theory from CCT with a focus on social identity has been used in combination with extensive literature on power and authority from a sociological perspective and literature from Fashion-Studies focusing on power-dressing, conspicuous consumption and luxury. The research question is: How is power-dressing and consumption of high-end luxury fashion brands used by female executives/senior managers in an attempt to accentuate power as a part of their social identity? In-depth semi-structured interviews where used as the main data collection method interviewing five female senior managers/female executives working in Stockholm; using the fashion consumption of female senior managers as its empirical sample. The main conclusion on this thesis is the creation of the concept of power-coded-dressing.This thesis implications are that it develops the CCT field slightly by adding a consumer-power perspective into the theoretical discourse. Its practical and social implications help women accentuate their power through, power-coded-dressing.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-108867
Date January 2014
CreatorsOrdonez Asenjo, Carolina
PublisherStockholms universitet, Marknadsföring
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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