Self-Esteem Branding - Research Paper Example

Running Header: SELF-ESTEEM BRAND RESEARCH PROPOSAL Self-Esteem Brands and Marketing: is it a more ethical approach, which could change thefuture of management strategies in fashion companies Author BA (Hons) Fashion Management Topic Major companies have found that celebrity labels are no longer selling their products as effective as it did in the past. Products such as "Lux" beauty soap who have always had a celebrity label of beauty queens, has lost its lustre, as messages such as "be comfortable with yourself", and "Like yourself for who you really are" have began sinking into the mass consumer market. Some companies who have started created self-esteem products are becoming very successful. The rationale behind my proposed research is that Self-Esteem Branding is much more ethical than celebrity branding My proposed research will attempt to show through research that it is much more ethical and lucrative to sell products that promise to make a person feel better and more comfortable with themselves, than brands which mislead consumers by making them believe that celebrity products will change their appearances so that they will look as good as celebrities. Example, celebrity with healthy, beautiful tanned skin, advertises and promotes a skin cream, hinting that anybody's skin could look as beautiful if they use the cream. This of course is not true, as people with very bad skin could only hope to improve or hide their bad skin. So why not create and market a brand that gives true information to the consumer The hypothesis I would like to prove in my proposal is that the average person will more likely buy products and brands that are targeting their specific problems and concerns. My research will also show that consumers are much more informed and become antagonised when marketers under-rate their intelligence and try to prescribe what they should use, wear or look like. The underlying fact that will be proven is that customers in today's world wants to be recognised as individuals who have a choice and who are educated enough to understand what promotion and marketing strategies are untrue, superficial, threaten their individuality and questioning their intelligence. The method I will use to source my information will include surveys among 18 to 30 year old customer (men and woman) segment, with the main outcomes supported by literature information sourced from text books, journals, magazines and the internet. Due to time restriction, sampling will be restricted to 20 persons, striving to obtain an equal sample from men and woman. Introduction Self-Esteem marketing has become a hot topic highly debated by scholars and philosophers. It is within this context that my proposed research could be of great value within the fashion industry. Celebrity labels promotion and marketing may have a detrimental effect on the average customer's self-esteem. As some people may never be able to wear sexy outfits, or have nice teeth or a soft mark free skin. Yet many brands promote only perfect people, making the normal person in the street feel inferior, resulting in lowering of self-esteem. Some academics have argued that lower self-esteem leads to higher school drop out rates, lower changes of promotion in the work environment, and reduced changes for a long term relationship. This I see the main stream of fashion marketing and promotion bordering on the un-ethical and believe that "Self-Esteem Marketing" is a much more ethical approach that could be used to promote and market apparel that are better suited for the target customer segment. By meeting the unique fashion needs of a target group, it is possible to enhance their self esteem as this will show acceptance in a society. What makes different target groups unique can be seen as market niche opportunities for players in the fashion industry, which could increase sales and this the market share of companies implementing such a strategy. As an example, the marketing strategies towards Hispanics in the United States can be seen as supporting evidence that "Self-Esteem Marketing" can and do work. Increasingly, since the 1980's marketers have paid more and more attention to US Hispanics and unwittingly they have created a most fascinating phenomenon. Those who were previously seen as unworthy are now being courted. In an interesting turn of events the marketing efforts directed to US Hispanics have done a great job in enhancing their self- esteem. All that attention has made Hispanic consumers worthy and popular. Speaking Spanish in public is now a good thing. Parents encourage their kids to be bilingual because bilingual people have more job opportunities. What a change! Acculturation is now more desirable than assimilation. That is, to acquire a second culture as oppose to replacing one's original culture with the second. Preserving Hispanic roots is now desirable. Literature Review Dove Self-Esteem Campaign. The Campaign for Real Beauty doesn't stop here. Take a look at how women everywhere are inspiring the campaign, and how Dove is supporting it both around the world and in your neighborhood. Let Them Eat Cake: How Thoughts of Death Affect Consumer Behavior. Research by Baba Shiv et al. They discovered that when confronted with thoughts of death, people tend to act in ways that will boost their self-esteem. They also have fewer cognitive resources to resist behaviors that are not central to their self-image. People for whom being slim or fit is important to their self-image, for instance, will not be as likely to overeat, but if physical appearance isn't as important, the willpower to resist that fudge sundae will plummet. How Self-Esteem Impacts Business. Paper written by Erin Pieterson. While there are a number of reasons to promote high self-esteem in people (they tend to be better at initiating relationships with others, for example), there are also reasons we may not want to consider high self-esteem an unmitigated advantage. "There's a tradeoff," says Vohs. "High self-esteem people are very good at repairing themselves after a difficult situation, and low-self esteem people tend to do very well in interpersonal interactions in similar circumstances." Ladies Who Launch. Launching is for every woman. Whether you are launching a business, creative hobby, passion or artistic endeavor, Ladies Who Launch gives you the tools, inspiration and network of like-minded, lifestyle-oriented women to make any dream a reality, or take anything you've already launched to new heights. Fashion Finds. Magazine with information on the fashion industry and trends. Journal of Fashion Marketing & Management. Body Image and Self-Esteem Among Adolescent Girls: Testing the Influence of Sociocultural Factors. In Western cultures, girls' self-esteem declines substantially during middle adolescence, with changes in body image proposed as a possible explanation. Body image develops in the context of sociocultural factors, such as unrealistic media images of female beauty. In a study of 136 U.K. girls aged 11-16, experimental exposure to either ultra-thin or average-size magazine models lowered body satisfaction and, consequently, self-esteem. Older adults' perceptions of offensive senior stereotypes in magazine advertisements: results of a q method analysis. this study employs q methodology and personal interviews to explore how a group of older adults rank magazine advertisements that feature a variety of potentially offensive and harmful older stereotypes. Aims and Objectives of Proposed Research Main Aim The main aim of my project will be to write a project report in which I will answer my research question "Is Self -Esteem Brands and Marketing a more ethical approach which could change the future strategies of Fashion Industry players" Objectives In order to achieve my aim I will have to meet the following objectives. These will act as direction in my proposed research process. This the objectives for this research proposal can be seen as the following: Complete a detailed survey of the consumers perception of current fashion promotion and marketing strategies, combined with questions on what type of products and marketing strategies they would prefer. Interview willing participants and record information. Compile a comprehensive literature review of work supporting and refuting Self-Esteem Marketing strategies. Analyze and compare current fashion marketing trends and source supporting cases for Self-Esteem Brands Utilize online fashion forums to discuss research topic and compile a literature write-up of outcomes. Source online information on ethical strategies implemented by key players and un-ethical behaviours in the fashion industry to use as evidence in research work Source literature and online information on what kind of marketing strategies a company in the fashion industry should implement to ensure fair and ethical treatment of their customer base, in order to formulate an ethical fashion marketing strategy. Method To be able to do comprehensive research a mix of quantitative and qualitative research will be necessary. Through the researching literature, magazines and online topical information I will be able to compile a comprehensive written work on what current Brand strategies are used in the fashion industry. Some supporting Self-Esteem Brands and Celebrity Labels. Through the information obtained from these sources I will be able to answer my research question from a academic view point. Then using quantitative and qualitative research I will be able to measure the perception and preferences on fashion marketing strategies. The basis of any marketing strategy success depends on the consumers, and if they will be moved by the way the products are offered. The principal of Self-Esteem Brand's relies on the fact that it target a selected group within the market. In the UK there are currently a diverse make-up of citizens, that could very well offer huge opportunities to fashion companies. This doing a survey, interviews and observation among these groups could un-earth valuable information that can be used in developing new marketing strategies. The design of the survey questionnaire will be simple with easily understandable questions on current fashion marketing strategies and brands, combined with questions based on Self-Esteem Marketing to measure there preferences, likes and dislikes. On completion of both Qualitative and quantitative research it will be possible to answer my research question, develop a possible new branding and marketing strategy and be able to create a better understanding of customer preferences from unique groups within the main fashion market. Method of Data Analyzes Analysis of "quantitative" information (yes, no answers on survey forms) Will make copies of data and store the master copies away. Copy will be used for making edits, cutting and pasting, etc. Information will be tabulated, and number of answers will be rated and added in relevant yes/no categories. For ratings and rankings, a average will be calculated for each question. Analysis of "qualitative" information (answers in interviews, focus groups, or written commentary on survey forms): I will first read through all the data. Then organize comments into similar categories. These categories or themes I will then label according to concerns, suggestions, etc. By a analysis of the information I will attempt to identify patterns, or associations and causal relationships in the themes. Keep all commentary for several years after completion in case needed for future reference. Interpreting of formation Attempt to put the information in perspective by comparing results to what I am expecting ti find. Make recommendations on what a mre ethical fashion marketing strategy will be. I will then record conclusions and recommendations in a written report, and associate interpretations to justify my conclusions and recommendations. Possible Opportunities and Constraints in Data Collection The UK offers a rich environment to do research on the topic, as there are a range of different culture and ethnic groups. This offers a valuable opportunity for research in perceptions and experiences in fashion brands and the way that it is marketed. In retrospect many people do not like filling in surveys and see it as a waste of time. This by possibly sourcing some samples from one of the company such as Dove, it may be possible to get the individuals in the target group something in return for filling out a survey form. Then persons that are willing will also be interviewed on the topic of current Brands and the way it are marketed and promoted. Through interviews it is possible to get mre detailed information from participants about their perceptions, likes, dislikes and preferences. Research Paper Layout Plan The layout of my research can be seen as the following: Title Abstract or Problem Statement Introduction Literature research Types of research Main Findings Supporting Evidence Refuting Evidence Conclusion Quantitative and Qualitative research Methods used Sample Groups and Characteristics Statistical Information Findings Ethical Marketing Practices in Fashion Industry Researched Cases Arguments for and against Self-Esteem Marketing Possible Ethical Marketing Considerations and Strategies How a Self-Esteem Brand can be created and Marketed Conclusion Time Table Reflective Statement References 1. Wong, Paul. How to Write a Research Proposal. 8 May 2002. Accessed: 19 Ocktober 2006. Webpage: http://www.meaning.ca/articles/print/writing_research_proposal_may02.htm 2. Korzenny, Felipe. When Marketing and Self-Esteem Interact. 8 February 2005. Accessed: 24/10/2006. Webpage: http://www.cheskin.com/blog/blog/archives/000614.html 3. Dove Self-Esteem Campaign. Inside the Campaign. 2006. Unilever. Accessed: 24/10/2006. Webpage: http://www.campaignforrealbeauty.com/inside_campaign.asp 4. Shiv, Baba et al. Let Them Eat Cake: How Thoughts of Death Affect Consumer Behavior. Stanford Graduate School Of Business. 2005. Accessed: 25 October 2006. Webpage: http://www.gsb.stanford.edu/news/research/mktg_shiv_mortality.shtml 5. Pieterson, Erin. How Self-Esteem Impacts Business. Carlson School of Management. 2006. Accessed: 25 Ocktober 2006. Webpage: http://www.csom.umn.edu/Page5155.aspx 6. Ladies Who Launch. 2006. Accessed: 22/10/2006. Webpage: http://www.ladieswholaunch.com/ 7. Fashion Finds. Online Magazine. The Metis Corporation. Accessed: 26/10/2006. Webpage: http://fashionfinds.com/ 8. Journal of Fashion Marketing & Management. Marketing Power Inc. Accessed: 26/10/2006. Webpage: http://www.marketingpower.com/content194194.php 9. Clay, Daniel et al. Body Image and Self-Esteem Among Adolescent Girls: Testing the Influence of Sociocultural Factors. Journal of Research on Adolescence. Volume 15, page 451. November 2005. Accessed: 25 October 2006. Webpage: http://www.blackwell-synergy.com/doi/abs/10.1111/j.1532-7795.2005.00107.x 10. Robenson, Tom. Older adults' perceptions of offensive senior stereotypes in magazine advertisements: results of a q method analysis. Educational Gerontology. Routledge, part of the Taylor & Francis Group. Volume 29, Number 6 / June-July 2003, pages 503 - 519. Accessed: 24 October 2006. Webpage: http://taylorandfrancis.metapress.com/(mu43ts55ba01v2fyxqfckg45)/app/home/contribution.aspreferrer=parent&backto=issue,3,8;journal,35,73;linkingpublicationresults,1:102440,1 11. McNamara, Carter. Analyzing, Interpreting and Reporting Basic Research Results. 1999. Accessed: 27 October 2006. Webpage: http://www.managementhelp.org/research/analyze.htm Read More