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Fashion and music: a literature review

  • 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.

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Author of HS ReutlingenSträhle, Jochen; Kriegel, Anna-Christina
Erschienen in:Fashion & music
Place of publication:Singapore
Document Type:Book chapter
Publication year:2018
Tag:consumer behaviour; fashion; fashion retail; music; musical branding
Page Number:24
First Page:7
Last Page:30
PPN:Im Katalog der Hochschule Reutlingen ansehen
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt