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Perspective Dissertation

Perspective Dissertation based around Third Wave Feminism: How the Fashion Industry Communicate with the ‘New Female Consumer’ through branding and marketing strategies?

This dissertation embarks on the study of the evolvement of women, and how third wave feminism is driving the emergence of the modern female consumer. The research examines how the female role has developed through a social, political and cultural perspective. Therefore, with the vast growth of this consumer this study explored how women are leading the way within, and becoming a consumer force to be reckoned with. However within some sectors of society and the fashion industry they have become slow to adapt to this change. Which is leading women to feel oppressed and still being the target of austerity. So within this modern era, it is stimulating a backlash against generations of radical movements, which have now been upheaved by society. Their cause has always been the importance of gender equality, which is examined through a wide spectrum of debate.

The study aimed to provide original primary research that challenges the conventions of outdated theoretical approaches, using Cultural Triangulation to detect patterns of social innovations. In regards to the fashion industry brands need to strategize a new style of marketing collateral, which emotionally and consciously entices them. This study explored a cross sector examinations of how all these factors within society, are mirrored in the fashion industry. As brands are now trying to communicate to this female consumer through branding, which should represent a harmonious balance of gender equality between the sexes. Furthermore, despite the radical movements which have been organised by feminists for decades, this will be examined to conclude why brands have been slow to adapt to this change in consumerism. Which will result in how this study address a solution for future recommendations, of building brand and consumer relations.

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