Power, social identity and fashion consumption

The aim of the book is to contribute to the CCT research field on social identity; by placing a focus on power from a consumer 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 were used as the main data collection method. Five female senior managers/female executives working in Stockholm were interviewed; using their fashion consumption as the works' empirical sample. The main conclusion on this study is the creation of the concept of power-coded-dressing. This book implications are that it develops the CCT field by adding a consumer-power perspective into the theoretical discourse.

Autorentext

Carolina Ordonez Asenjo hat einen Master-Abschluss in Marketing von der Stockholm Business School der Universität Stockholm. Ihr Interesse an Modestudien, Machtstrukturen und Konsumkulturen hat sie zu diesem Buch inspiriert. Nach ihrem Abschluss im Jahr 2014 verfolgte sie eine Karriere im IT-Vertrieb und -Marketing.