Pop Culture Influence Consumer Behaviour in Focus on Fashion

1.0 Introduction

It is eminent that little has been written in the consumer research literature concerning music television and movies. Simultaneously there has been a lot of inclusion in the prominent press and the correspondence writing about the music TV upheaval. What is so striking about this divergence is that one inescapable topic in what has been composed concerns the effect that music TV may have on the promoting of items, just as the music and films. Both music and movies have become a power which impacts popular culture in manners that are significant for consumer researchers to comprehend. It presents watchers with another “televisual experience” that incorporates among its components genuine and dreamlike depictions of the “individual style” of the symbols of adolescent pop culture – rock stars. This pop-stars are viewed in TVs and films as using an array of products and in particular flashy fashion.

The short music videos and their advertisement like execution-style as well as films will appear in general obscure the differentiation among program and publicizing material. The obscuring of limit among program and business may impact shopper receptivity to advertising messages introduced inside the setting of music video programming. This might be especially valid for ads which have a high component of music videos and films which have high effect: they prompt forceful feelings in watchers. These properties, as a review setting, should impact how consumers react to advertising and programs that show up on TV, especially on matters fashion. This research paper aims at reviewing the influence of pop stars and the popular culture in general have on consumer behavior taking a particular interest in fashion.

2.0 Definition of Terms

In this paper, there are several vital terminologies which help us understand better the impact of pop culture on consumer behavior and in specific fashion matters. In order to achieve the expectations for this assignment, there is the need to under what some the term mean in the paper. The key terms are as follows:

2.1 Culture

Culture is the arrangement of collective qualities, customs, core values, expressions, social organizations, and scholarly accomplishments of society. Raymond Williams’ attestation that culture is ‘an entire lifestyle’ shaped the premise of his 1958 work Culture and Society. Culture is something which has been in the general public for long. It includes every one of the viewpoints which upgrade the investigation of the general public overall. Williams’ gets ‘culture’ as being made of two separate segments; the first signifies an entire lifestyle, the second alludes to expressions of the human experience and learning. The previous part speaks to the known implications and bearings which its individuals perceive and react to, the last speaks to new perceptions and impact, which are advanced and tried (np, 2016). These parts are reflected in each human culture and render culture common.

2.2 Ideology

It involves a set of ideas which are considered to be ideal. It also helps in the understanding of the origin of something in this case the influence of pop culture on fashion. When we come to Pop culture and how it in relates to fashion is in that it brings the aspect of economic theory. Fashion ideology believes that pop culture influences the way it absorbed into the market (Storey, 2009). Ideology hence become a crucial thing in the study and understanding of how pop culture and fashion are interrelated. It also offers a lot of insight and knowledge when it comes to the social production, and the related corresponding elements which make it possible for the material to be produced. It also incorporates all the element which come in when we consider the legal and political input.

2.3 Pop Culture (Popular Culture)

Individuals from the general public commonly perceive popular or pop culture as a lot of the practices and convictions that are predominant in general public at once. Pop culture additionally incorporates the exercises and sentiments created because of cooperation with these dominant items. In this manner, mainstream society has a method for impacting a person’s demeanors towards specific areas (Storey, 2009). In pop culture it can be measure using the elements of how people are involved or attracted to something which is new and have great influence on how things are conducted. In pop culture there is the judgement of some value which only exist for some time then they disappear. In addition to this it can be regarded to have comes by from the emergence of some action by individuals as an act of creation.

2.4 Fashion

It the regarded to a trend for a certain period of time. Most of the time fashion is related or connected to the rates and popular clothes and pair of shoes in the market. It can also be associate with the style in which people put their hair and behave. Fashion is considered to be trendy and hence many follow it. Pop Culture has crucial contribution to fashion being recognized.

2.5 Influence

It is the ability to push for something to happen or take place. It is also regarded as the capacity to influence the way something or a character, behavior, and the development of something. For example, parent influence the way their kids turn out in the long run. Influence makes one to have the power to impact change on the in something or someone. The change lead to the development of effect both positive and negative.

2.6 Customer

A customer is someone who is involved in the buying and selling of goods and services. In the concept of pop culture and fashion, a customer is anyone who buys the products being sold and are promoted by the pop-stars. They are supported to eb attracted to the goods and services which are offered by a certain business.

2.7 Customer Behavior

This is the study which focuses on the understanding of how customers both in groups or individually react to a product in the market. It shed light on how to satisfy and make sure that the needs and wants of a customer are addressed. It also refers to the underlying motives which a customer has when engaging in the activities which are in the market place. There main action is to consume the products available.

3.0 Background History

The history of pop culture is quite popular. When you say the words “Pop Culture” some names jump into one’s mind. Some of these names are quite popular and have a way of popping up e.g. Britney Spear who is famous musician. The origin of Pop culture is mainly associated with the formulation of the Urbanization. Initially the industrial revolution which took place back in the late 1800s and the early 1900s saw to it that the Popular culture developed (Wertz, 2019). It changes the normal way of doing thing such as people living in small groups or settlements. Pop culture brought about a new way of doing things which was quite different from the normal tradition way of things being conducted in the society (Delaney, 2007). Culture is something which has been in the society for long. It involves all the aspects which enhance the study of the society as a whole. People get acquainted with culture as a form of social experiences. This makes the impact which people get from culture tends to be more natural and has the aspect of being ingrained making it to have an influence of the way people act and react towards some things. We can comfortability conclude that culture is the sum total of all the things which we learn and pick up throughout our lifetime. They include the knowledge, skills, morals, values, and the beliefs which are passed from one generation to another.

With the development of innovations activities, pop culture gained popularity and it increased in the way things were being conducted. People got attracted to it and it spread out widely. It made the migration of people from the rural areas to urban areas increasing their concentration. The migration saw to it that a culture which was not there before made it that there was an emergence of a western culture of urbanized population. With these the transportation aspects also grew, education, public health and even the way people used to dress. Fashion started gaining popularity as the people in the town wanted to look different and more presentable than those in the rural areas. With the growth and the development in all the sector so has the pop culture developed. The aspect that pop culture has and ahs made its development and growth easier and fast is it being liked and favored by all.

4.0 The Influence of Pop Culture on Fashion

When we talk of fashion the things which comes to mind is the aspect of looking good in new design of clothes. The causes of style can be investigated by thinking/looking back in time, with the changing patterns and promoted items shifting all through every age. Design and what individuals wore goes as far back to the old period. The style has advanced all through society, adjusting to the earth wherein it has been advertised. Fashion is something which has vital. When it comes to Pop culture fashion becomes one of the most popular over time. Fashion has had a history of changing over time. It has been so due to the aspect of Pop culture changing and evolving. The change show there were a new thing which was a new thing which was being done when it came to production, marketing and the purchasing ability of people to acquire clothes. The rate at which the change comes and is embraced is quite fast. Pop culture has a lot of commodities and features which have similar characteristics (Cunningham, 2016).

Some believe fashion goes hand in hand with pop culture and one cannot exist without the other. Pop culture being popular the it is it becomes hand for the aspect to be separated from the lives of people. Pop culture becomes a visual culture as people can interact with it. It is in human kind nature to be attracted to fashion. For pop culture to have an influence on fashion there has to be some elements which bring about the phenomenon. The elements include movies/films, music, and the celebrities. The elements have been instrumental in making of pop culture to have a great input and influence in the fashion.

4.1 Celebrities/ Pop-Stars

Celebrities are the most famous individuals. They tend to be well known by almost everyone in the world. They get a lot of attention as people love them and admire them. One is regarded a celebrity when they are in the music or any form of entertainment. Celebrities have played a major role in the development and the influence pop culture has on fashion. There are some popular celebrities which have had tremendous impact in the influence of pop in fashion. They include Heart Evangelista, Kaia Gerber, Kathryn Bernardo, and Britney Spears (np, 2019). These individuals have had great impact in the way people shop and dress. When one is a celebrity, the fun tends to follow and copy ones dressing code. An example is when people want to shop in the Philippines, at whatever point individuals buy shoes available to be purchased. The drive to do so come from one of their greatest motivation being a celebrity having more impact in the society. People have been seen to dress like Kaia Gerber, due to her popularity and pop culture she is able to influence a lot of people.

They have influenced the trends and lifestyle of people who watch and admire them. When human kind sees something nice they tend to want also to try and look the same. With celebrities they are able to reach a large group of people through the social media platforms and creation mass consumption. The celebrities are also used in the advertisements of the fashion which is new by the producers. It is because they have a wide network of people who look up to them. Pop culture has hence been instrumental in the making of fashion and its popularity. The inspiration the celebrity bring, is them taken by individual by getting involved in fashion in their own lives. In the case of Heart Evangelista who had been a popular actress in the Filipino is seen to be an icon of culture in the fashion (np, 2019). Pop-stars, on the other hand, are those successful and famous singers, artists and movie stars. These individuals have a considerable influence, especially on teens in terms of fashion.

4.2 Music

On this there a lot of pop stars who are involved in the production and recording of Pop music. The music has seen to it that there is the development of pop culture. With the development of the culture so has it promoted the growth and emergence of new fashion design both in the way people dress, shape their hair, and even behave. The growth of music and it development being mad more easier and accessible to people so has fashion been promoted. New style of music has made it possible for the pop star to dress depending on the theme of the song as well as the latest trends. In doing so the fun who follow and keep up with eth artist are able to see what trending.

Music in the pop culture is a great and crucial medium in the making the behavior of fashion customer. When some type of trending style is trending, the clothing or all the fashion used in making that trend a success are hence on demand. The customer behavior changes as the customer are propelled to dress and look like the artist they saw in a music video. Components of mainstream society has become combined when an individual’s “pattern” is related with an inclination for a class of music, for example, rap, hip-jump, reggae, rock or nation western music (Matika, 2015).

Like music, news or writing, style has been intertwined into regular daily existences. You find individual try to be like the people they saw in the music videos as it makes them happy. Regularly we are barraged with features of mainstream society in the media, in the city and garments stores. In the setting we observe different components of design in appearance in wholes or parts (Matika, 2015). Mainstream society has prompted the end of conventional classes and limits, as it has been contaminated by wonders, for example, sexual orientation twisting and blending of styles from various societies and times. Some trendsetters of pop culture are Justin Timberlake, Jay Z, Lil Wayne, and Kanye West. They have had a lot of impact on fashion through their music, the way they dress, shoes, and clothes designs.

4.3 Movies/Films

Movies are loved by all. They have a major part they play in the influence which pop culture has on fashion. The Creators and Innovators, for example, entertainers and artists constantly work to progress and grow design and its breaking points. In the event that their apparel is well known and discovered to be engaging the style business it could then prompt them being perceived all-inclusive, with offered support by a global design mark, for example, Gucci, Nike, Polo and Lacoste to give some examples. Their apparel and thoughts develop to an all-inclusive level on account of what their identity is. Different parts of mainstream society that have been mixed to form are gotten from innovation.

The fashion creator and trendsetter showcase their product in the movies by volunteering to dress the actor and the actresses. In doing so the new product or line of clothe line is put out there where it has a lot of influence through using the pop culture. An example of a popular film which drove the fashion style is the “Top Gun (1986)”. The actor Tom Cruise was well dresses and his look in the movie become a style of coolness and everyone wanted to be like him. Other movies/films which have had impact on making the influence of pop culture on fashion possible include  the Gossip Girls (2007-2012), Grease (1978), and Breakfast at Tiffany’s (1961) just to mention a few.

5.0 Conclusion

Culture impact shoppers’ contemplations and practices. Research shows that culture works fundamentally by defining limits for singular practices and by affecting the working of every foundation as the family and broad communications. Research likewise shows that individuals from various culture expend contrastingly principally as a result of their disparities in qualities and standards. Understanding this make it easier for one to better know how pop culture has been able to influence the fashion sense of people. Elements such as Celebrities/pop-stars, Music, and Movies/films have been beneficial in making the influence more possible.

These famous people’s or character’s and design methods of reasoning have reclassified the design styles for men. Their names have embodied design. These men are answerable for developing new design patterns for men. Regardless of whether it is a dark tailored suit with white tennis shoes or pants with a half-done tie their styles are increasingly received and appreciated, generally by the youthful. These symbols can match up the design into the music world just as the style business. These men are incredibly wary about fitting and ensure they don’t wear those garments that don’t fit well. For Timberlake’s situation, his way of thinking is to do the dressing in that spot. He has mixed present-day and exemplary style patterns. It is hence more clearly that pop culture has influenced Fashion greatly.

References

Cunningham, P. A. (2016, March 05). Fashion in Popular Culture. From Wiley Online Library: https://onlinelibrary.wiley.com/doi/abs/10.1002/9781118883341.ch20

Delaney, T. (2007). Pop Culture: An Overview. From Philosophy Now: https://philosophynow.org/issues/64/Pop_Culture_An_Overview

Matika, P. (2015, October 11). Does pop culture influence fashion? From The Sunday News: https://www.sundaynews.co.zw/does-pop-culture-influence-fashion/

1. (2016, November 21). What does Raymond Williams mean when he describes culture as being ‘a whole way of life’? What are the merits and limitation of this perspective? From The WritePass Journal: https://writepass.com/journal/2016/11/what-does-raymond-williams-mean-when-he-describes-culture-as-being-a-whole-way-of-life-what-are-the-merits-and-limitation-of-this-perspective/
2. (2019, January 22). Shoes For Sale In The Philippines: How Pop Culture Influences Fashion. From Tutum Shop: https://tutumshop.com/blog/pop-culture-influence-fashion/

Storey, J. (2009). Cultural Theory and Popular Culture: An Introduction. University of Sunderland.

Wertz, J. (2019). Pop Culture History From Ancient Times to Today. From History Net: https://www.historynet.com/pop-culture-history-from-ancient-times-to-today.htm