EB
EMMA BELL
CREATIVE ENTREPRENEUR
& LUXURY SOCIAL STRATEGIST
This dissertation looks to explore the presentation of western women's body ideals throughout the 20th and 21st centuries with a particular focus on the changes that have taken place between the 1990's and present day. In addition to this, the impact of western cultural ideals will be examined with further consideration about how this has impacted women's behaviours within societies. Throughout western societies, an in particular within the fashion industry people are becoming increasingly preoccupied with the size of their bodies with the increase of unrealistic beauty standards being shown across the media and communication channels.
Fashion Theory Dissertation
The Future of Luxury: The Beauty Economy
This essay explores the future of luxury in relation to the beauty industry and its economy. It seeks to understand what is deemed as 'luxury beauty' and in turn why we then purchase these products. It also attempts to understand the relationship we, as consumers, have with these products and how the industry will look at expanding in the future based upon this. This research has been extremely influential in my understanding of the beauty industry and has informed my work, providing insight into how luxury is understood as a concept and how we can continue to market products to best fit this.
I've explored how and why people consume fashion products and where this desire to do so comes from. From this, I have looked at whether we consider the implications that this has on the wider environment and society. As consumers we are constantly looking for ways to better ourselves and our lives which has allowed brands to market consumptions as a solution to our problems: this dangerous message is fuelling our purchasing habits and is having a dangerous impact on the environment and society. This has been described as "careless production and endless consumption" and although the wider fashion industry is beginning to make changes that aim to reduce the environmental footprint fashion has, a large part of the problem still lies with consumers and their purchasing behaviours.
Morals and Values: Psychology of Fashion
This report looks at examining the consumer behaviour of customers for the drugstore makeup brand Rimmel. It seeks to understand who these consumers are and what it is they are looking for from the brand: it understands who this connects to them emotionally and the drives and motivations that lead them to purchase. From this suggestions have been proposed that Rimmel could adopt that would target consumers better. Please see the second document below for this creative outcome.
Consumer Behaviour
Digital Strategies
For this digital strategies and PR proposal I explored innovative and growing technologies that were emerging within industry and combined this with a leader in the sportswear industry. Gaming has become a key point of growth over the years and one that is continuing to rise in popularity due to the shift from the pandemic - combining gaming with spots and athleisure wear provides a unique opportunity to immerse consumers into the world of sports through mediums such as dance and yoga to name a few. The garments contain discreet motion technology to monitor every movement, creating an immersive gaming experience that is beneficial to body and mind.
