Consumer Behaviour - International Fashion Marketing

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International Fashion Marketing

Reference No: D00190544

HWU Person ID: H00261546

Edinburgh, 14th October 2017

Introduction

The objective of this critical study case is to analyse self-identity and consumption. Study case uses different articles which regard healthy lifestyle and fashion. Using artefacts which have been given in Appendix 1 evaluate how these artefacts correspond to self-identity and consumer consumption. Moreover, study case analyses how artefacts match to our personality.

Self-Identity

There are many ways how to define self-identity. Rossing, H., Ronglan, L. and Scott, S. (2014) argue that self-identity can be defined by using different social processes. People are in integration with other people every day and it influences our self-identity significantly. Construction of self-identity is also dependent on changes in our social life and how our relationships with other people are shifting.

Haslam, S., Jetten, J., Postmes, T. and Haslam, C. (2009) argue that there are lot of groups which have significant impact on us. We should see ourselves as a part of the group and integrate with group members. As a member of group, we feel secured, special and successful.

Hogg, M. and Michell, P. (1996) state that consumers have different self-images, decisions of consumer depend on images in consumer’s mind and how these images match to reality. Furthermore, different self-images can be defined by different consumption behaviour.

From these examples it is possible to derive that self-identity is much more about identifying yourself as a part of the group rather than an individual. As a member of the group it is possible to gain confidence and build self-esteem. In most of the situations we can meet with different images in our mind which move us to behaviour differently from others in daily situations.

Self-identity and healthy lifestyle

Rossing, H., Ronglan, L. and Scott, S. (2014) describe vulnerable exercise identity when we can see ourselves as carpetable exercising person in some situations in life. However, there are other situations when we see ourselves on the opposite site, as invulnerable exercise person. Moreover, there are two different viewpoints associated with exercise behaviour:

1. We use our body as a tool to perform activities which develop our exercise identity
2. Nowadays body shape is a sight of successfulness. If your body is not in a perfect shape, then it is a symbol of non-successful exerciser.

In Appendix 1, a customer states that healthy lifestyle, gym membership and breakfast are part of her daily life. In general, the consumer is an exercise person. However, there are moments in life when she is eating pancakes for breakfast and lying in bed all day and that can make her feel more as a non-successful exerciser. There are two different attitudes to healthy lifestyle and none of them is wrong.