Question: 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

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?

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1 The selfconcept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities The selfconcept is complex and comprises of many attributes such as c... View full answer

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