This book explores the concept of the celebrity as a 'Human Fashion Brand' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers.

Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models, and tools and the role of technology; and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a 'Human Fashion Brand Model', which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian, Beyonce, and Madonna.

Providing a holistic understanding of the celebrity as a human fashion brand and celebrity-inspired fashion consumption, Celebrity Fashion Marketing should be recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management, and Consumer Behaviour.

About the Author

Dr Fykaa Caan is a celebrity fashion marketing specialist, working with celebrity A-list clients, fashion brands, and Influencers. Her area of specialism includes celebrity fashion marketing, consumer behaviour, consumer psychology, influencer fashion, human brands, and human behaviour. With the media company she works with in London, her portfolio includes attending/writing for London, New York, Paris fashion week events, Adele X Sami Knight X Rehab, Audi X Olivier Awards, David Beckham X Jaguar X Lunaz, Nicole Scherzinger's Debut Bedding Collection 'Nalu', TCM, The Daily Telegraph, Boss (Gerard Butler), Ralph Lauren, Gieves & Hawkes, Hacket, BFI, BAFTA, The British Fashion Council, The Fashion Awards, and many more.

Professor Angela Lee is Associate Dean (Research) at the University College of Estate Management, UK. She has published more than 300 journals and conference publications based on her research, as well as five books, and managed numerous externally funded research projects to successful completion. In addition to her associate dean positions, she has previously held head of department roles at the Universities of Salford and the University of Huddersfield, UK.

Reviews

'The concept of a 'Human Fashion Brand' is timely given the significant rise in the number fashion-influencing celebrities and fashion-celebrity-following consumers. This book is an essential read for those who are interested in behavioural science, fashion, marketing and business management.'

Dr Kevin Almond, Associate Professor in Fashion, School of Design, University of Leeds, Former Head of the Department of Fashion and Textiles, University of Huddersfield, UK

'The journey in public relations, celebrity brand management, fashion, media, and production is often one of exhilarating excitement and constant change. The authors have been steadfast in their focus, management and passion on the subject in all its guises.'

JayJay Epega, BBC Studios Productions, Media Consultant and Writer, EpegaMedia, Director

'This is an epic book and illustrates how following celebrity fashions has increased exponentially. The thought process behind this for individuals is: "If I cannot have their lifestyle, at least I can have the same clothes - or cheaper versions of them!". This book describes the impact on the celebrity, the marketer and the consumer.'

Don Rouse, Celebrities & Lifestyle Communications Consultant, Entrepreneur and Mentor

Book Information
ISBN 9781032007359
Author Fykaa Caan
Format Paperback
Page Count 130
Imprint Routledge
Publisher Taylor & Francis Ltd
Weight(grams) 220g