Abstract
Holt (2004) pioneered a change in marketing discourse by outlining how brands can become icons through tapping into cultural mythologies of the time. Yet, the theory has remained purely focused on branded consumption. This film extends the approach to the realm of product development and focuses on the transformation of a fashion trend into a consistent product category by examining the flatform shoe, a new shoe style that blends the height of a heel with the comfort of a flat. Through qualitative interviews and ethnographic analysis, this film argues that consumers are able to attach a strong postfeminist sensibility to the style. This helps to elevate the style to a mainstream category of its own through an adherence to cultural branding principles.
| Original language | English |
|---|---|
| Pages (from-to) | 536-537 |
| Number of pages | 2 |
| Journal | Journal of Marketing Management |
| Volume | 34 |
| Issue number | 56 |
| DOIs | |
| Publication status | Published - 2018 |
Bibliographical note
Article takes the form of a 20mm film, published with CC BY-NC licence. Part of the Special Issue: Screening Marketing: Videography and the Expanding Horizons of Filmic Research.Keywords
- Cultural branding
- consumer culture theory
- cultural mythologies
- fashion
- high heels
- postfeminism
- product development
- shoes
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