1. How does the parent Kersh brand tap into the self-views of the consumers?

2. Why does the fashion industry play such an important role in actual and ideal selves? Is this a positive aspect of the industry?

3. Why does the choice of Emma Hansen as the face of the brand mean so much? How do feature models influence the self-concept of a consumer?

4. As International Fashions looks to build brands in younger markets – do they need to give consideration to the type of models and imagery they attach to these new brands? Why?