Fashion Marketing: Contemporary Issues, Second edition - Pr School

226 Fashion Marketing
relevance of wearer, occasion, place and company to the meanings that clothing
communicates.
Consumers’ life situations will be partly dictated by occupation, life stage,
age or simply their priorities at a particular point in time (Martineau, 1957).
Often, situational influences will be a reflection of an individual’s very specific
ideas about what represents ‘me’ and therefore by contrast ‘what is not me’. At
times, what can be termed ‘situational not me’ will become relevant. Situations
which deviate from the ‘norm’ for individuals, such as job interviews, functions
(e.g. weddings and other formal dress occasions) will represent occasions when
participants may ‘play’ a role that is different from their usual (and often preferred)
one. In these situations, it becomes necessary for consumers to embrace
an image which might normally be associated with their avoidance self.
For example, a successful job interview could result in a student
most happy in jeans and a T-shirt becoming accustomed to wearing
a suit on a daily basis. What might have initially represented an
‘avoidance self’ for the student essentially becomes a part of their
positive image or at the very least a ‘situational self’, that is part of
their image in specific situations.
The work environment is a particularly relevant factor in decisions about
what to wear in many countries and employment situations. It is often felt to
be imperative that the correct signals (e.g. formal, professional, non-sexual)
are communicated at work.
The negative self: a summary
Different aspects of the negative self can be identified and classified under two
headings. The undesired self (‘so not me’) embodies the most extreme notions
of what is ‘not me’ and can be linked to the rejection of products/brands and
product/brand user stereotypes. The avoidance self (‘just not me’), in comparison,
embodies less strong views about ‘not me’ and can be linked to feelings
of aversion and the avoidance of products/brands and product/brand user
stereotypes. What clearly differentiates the undesired from the avoidance self
is that the latter incorporates images that are negative when the images are
applied to ourselves, but these images could be viewed positively on someone
else (for further reading please see Banister and Hogg 2001; Hogg and
Banister 2001; Banister and Hogg 2004).
Implications for fashion marketing
A greater understanding of negative symbolic consumption and knowledge
about the different facets or criteria identified with negative selves is important
for fashion marketers attempting to understand consumers. Rather than