TY  - CHAP
U1  - Buchbeitrag
A1  - Strähle, Jochen
A1  - Kriegel, Anna-Christina
T1  - Fashion and music: a literature review
T2  - Fashion & music
N2  - Purpose of the present research paper is to examine the current state of research, define dimensions of research and reveal gaps in research on the topic of ‘Fashion and music’. To do so, the methodology of a scientific literature review was applied. The literature review revealed that music and its business mainly serve the fashion industry as influencer on trends, image building marketing tool, support of fashion processes and contributor to the development of innovative fashion products. Both industries provide identify-forming features, unify their mutual target groups in a certain lifestyle and thus enlarge their own target market. This results in increased brand awareness, image and credibility, emotionalized brand experience, differentiation and sophisticated brand identity. The present paper can serve as the basis for further research. It is limited by the time, depth and availability of data collection, the predominance of grey literature and its focus on the modern relationship of fashion and music.
KW  - music
KW  - fashion
KW  - musical branding
KW  - fashion retail
KW  - consumer behaviour
Y1  - 2018
SN  - 978-981-10-5637-6
SB  - 978-981-10-5637-6
SN  - 978-981-10-5636-9
SB  - 978-981-10-5636-9
U6  - https://doi.org/10.1007/978-981-10-5637-6_2
DO  - https://doi.org/10.1007/978-981-10-5637-6_2
SP  - 7
EP  - 30
S1  - 24
PB  - Springer
CY  - Singapore
ER  -