Consumer Culture and British Fashion Magazine Influence
This is a 27 page paper discussing the influence of British fashion magazines on the British consumer society and their influences throughout history up and including the 1990s. The history of the fashion industry in relation to cultural influences, consumerism and the projected images of women and men in today’s society has led to a great deal of research in the fields of sociology, psychology and economics. While fashion magazines have changed their format a great deal in the past century as today their pages contain over one third in advertisements, their content has also changed a great deal. While researching the development of British fashion magazines within the last century, magazines such as Vogue, Elle and InStyle, initially showed that the focus of fashion magazines was women’s clothing and the models were portrayed as older elite women who replaced the dolls previously used. The influence of the fashion magazine on the female consumer at the beginning of the 20th century reflected the expectations of society in regards to conservative or opulent looks depending on the decade. Today, British fashion magazines tend to reflect the standards, or lack of standards, as now seen in the music and media industries. A recent study of focus groups’ opinions of images found in Vogue magazine found that most women and men feel that they can discern from the images presented in fashion magazines those images which are more “realistic” than others. In addition, it appears that in regards to consumer choice, fashion magazines are considered one of the less reliable sources available to consumers who prefer peer, family and local store recommendations over that of fashion magazines which appear as unreliable and unrealistic in regards to most situations and events. Nevertheless, the continued popularity of fashion magazines and their continued focus on the Western and/or American entertainment industries as a source for fashion is considered as a reflection of societal cues and consumer behavior.
Bibliography lists 26 sources.