The Power of Group Fashion

Describe

For this reflection, I took inspiration from the example of the Fred Perry logo being adopted by the “Proud Boys” a far-right organisation. This example highlighted that a collective group can be instantly recognisable through mere clothing. From this, I gained the insight that while fashion allows us to be self-expressive, it can also be used to create collective identities. Therefore, fashion has the power to allow individuals to wear their attitudes and views, this can then be interpreted by others and helps to form a perception of the group. In this way, fashion can be an extension of a group’s activities. Exploring this in more depth, I realised garments can have a strong symbolic meaning.  This is similar to what Gardner & Levy (1995) says that a brand is more than just the label on the manufactured product. The clothing itself can be a means for labelling groups together collectively.

When looking at how this relates to a brand community, individuals can distinguish their views and attitudes using a specific brand that groups them. This relates to the “looking glass self’ theory, as groups can associate with a certain piece of clothing so they will be perceived in a certain way. I learned that this demonstrates how garments have the power to link people together through mutual attributes that can cause sociality. The garments therefore speak for the individuals expressing their ideals. This is not something I had thought much about prior to my exploration of this topic further.

Interpret

Interpreting what this means, I came across a term called the “Social Identity Theory”, which relates to how individuals associate with a group. From applying this to branded communities, I found that through a brand individuals can feel connected to one another. When applying this my masters class on a broader level, I feel as if we focus on what we wear and if that symbolises our interest in fashion. This is often done through certain brands that we wear because we feel it demonstrates our knowledge of “unique, trendy and stylish” brands. This however, relates to the “looking glass self”, as many things do relating to dress. What choose to wear  has a symbolic meaning and is a form of visual expression of how we want to be viewed as fashionable. In this case, it is an expression of our interest in fashion brands and how this ties us together as a group studying fashion.

As shown by the example of Fred Perry, brands can suffer from the unintended association to a group, that can be extremely damaging and can lead to a wider perception that can change how the mass public views the brand. Brands can sometimes be unwilfully adopted as part of a sub-culture ritual. From researching, I found that brands can find it difficult to remove the image that groups have given the brand. The most famous example that was also discussed in class is Burberrys association with “Chav” culture in the early 2000s. Brands can be strongly associated with or represent a group within society.

Evaluate

I wanted to further explore what motivates individuals to group together using fashion a linking form of collective expression. Graham & Mudambi (2019), discusses how brands can be used for social acceptance within a subculture. I learned that subcultures can take a specific common interest in a brand. When exploring what this might mean, I came across a term called “Enclothed Cognition”, coined by Hajo Adam Galinsky, that clothing can affect a person’s mental process, the way they think, feel and function. From this I drew the conclusion that fashion can be used as a form of social acceptance, fulfilling a humans natural desire to be social and interact with others.

In this way, fashion can be represented as a group “uniform”, which creates power. According to Fournier & Lee (2009), brand communities thrive on conflict and contrast, not love, this shows how brands can provide a way for groups to share more political views. This is similar to the example I shared earlier of the Fred Perry logo used by far-right extremist groups. I learned that fashion is far more powerful than we give it credit for, it is a way that groups can share their views through nonverbal expression, to act out or to rebel. There is a subtle power in clothing that can make a huge statement and call for attention. An example of how fashion can be used in this way is the wearing of Doc Marten boots, originally they were used for soldiers, but where adopted by British subcultures in the 1980s symbolling anarchy and now still remain associated with being edgy and rebellious.   

Plan

Planning how I will use this new insight, of the power of clothing in tying individuals together collectively. I am currently writing my literature review for my thesis, for a chapter I am discussing how individuals can get emotional attachments to products because it evokes a nostalgic response. For which, I have explored how powerful garments are in forming self-identity especially between members of the same age cohort or between generations. The learning I have gained from this reflection has allowed me to explore this further by looking at how communities can build around a brand, due to homogenous similarities that can form strong links. The research I have completed on this topic, will certainly aid me in writing my literature review and encourage me to explore brand communities relating to nostalgic products.

I also found that the research I conducted highlights the value of a netnography research approach. Particularly, there is value in exploring the power of collective dress between different subcultures. This would be valuable information for brands in the form of consumer research, being what motivates individuals to group together and share dress codes. This exploration has also encouraged me to think about using this research approach for the methodology of my dissertation.

References

Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard business review, 87(4), 105-111.

Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard business review, 33(2), 33-39.

Graham, J., & Mudambi, S. (2019). Approval and Accomplice: Towards a Better Understanding of Brands in Subcultures. ACR North American Advances.