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Women's cocktail dresses are a cross between everyday wear and formal evening dresses and are suitable for social events held in the late afternoon or early evening. Cocktail dresses are usually chosen in pure colours such as black, grey, white, pink, or saturated colours such as dark blue, green, red, which usually look elegant and feminine. Skirt type, short skirt is more common, the length is usually slightly above the knee, you can choose a larger hemline or fluffy umbrella skirt, in order to make the legs look thinner. For material, lace is a good choice, while cotton, jersey and other more casual materials are less suitable for cocktail occasions.

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explaining my concept to other fashion brands 

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explaining my concept to other fashion brands 

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different types of reference groups e.g influencers (source credibility) & upcoming trends and trend forecasting

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different types of reference groups e.g influencers (source credibility) & upcoming trends and trend forecasting

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Many brands have only just started to use body-positive images/influencers in their marketing campaigns, unlike brands such as Fenty who started their brand including body-positive images/influencers.

The discussion of reference groups and how brands use them to help with their marketing campaign.

Key words: Reference group influencer, influencer marketing, social media, word of mouth, body image, digital self

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One recommmendation is i want to suggest how the larger fashion brands such as Pretty Little Thing need to take some inspo from these smaller fashion brand with body positive images in their marketing campigan

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Another recommedation i want to make in my video is getting brands to use influencers that will appeal to my target audience of 18-25 year olds (gen z). Pretty Little Thing have started to do this

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We aim to inspire confidence in our customers when it comes to how they dress and present themselves to the world, endeavoring to build a community of #EveryBODYinPLT. A movement towards body positivity, equality and all round feeling yo’self regardless of body type, race or gender.

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Examining Body Positivity in Rihanna's Savage X Fenty Lingerie Runway Show

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Examining Body Positivity in Rihanna's Savage X Fenty Lingerie Runway Show

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Rihanna's brand has been celebrated for embracing diversity and inclusivity in theur marketing & runway shows.

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Examining Body Positivity in Rihanna's Savage X Fenty Lingerie Runway Show

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Examining Body Positivity in Rihanna's Savage X Fenty Lingerie Runway Show

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Journal of Consumer Marketing available volumes and issues

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In my video i want to explore how fashion brands, Fenty, Nike

have used reference groups specially influencers to promote a positive portrayal of brand images in their marketing campaign.

Social media trends drive clothing sales. A rise in online posts and influencer marketing on platforms like Instagram and TikTok are pushing up demand, especially among the younger generation, by encouraging a daily fashion-conscious culture.

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Subcultures have always existed and we’ve been tracking them digitally for many years, but 2020 reached a tipping point as Gen Z found itself bored and lonely at home during the pandemic

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As sports sponsorships and viewership grows, brands must reconsider their strategies to capture new sports fandom online and offline.

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This journal article explores how social media platforms enable peer communication & how these interactions impact consumers' purchase decsions, including the role of reference groups in shaping consumer behaviour

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Social Media Peer Communication & impacts on purchase intentions: A Consumer Socialization Framework (Journal of Interactive Marketing

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Social Media Peer Communication & impacts on purchase intentions: A Consumer Socialization Framework (Journal of Interactive Marketing

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This article addresses word-of-mouth and how much consumers talk about products and services. If a consumer hears negative feedback about a product/ brand from one of their reference groups they will no longer purchase from it due to their attributes and beliefs.

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Consumer Behaviour: A European Perspective

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Consumer Behaviour: A European Perspective

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Defintion of reference group: A reference group is a group of people that an individual refers to for comparison when making judgements about his or her own circumstances, attitudes & behaviour

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Consumer Behaviour:A European Perspective 

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Consumer Behaviour:A European Perspective 

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Nike have successfully utilized reference groups by featuring admired athletes and celebrities inspiring consumers to connect with their brand and promoting a positive body image.

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Rihanna's brand Fenty x Savage showcased amazingly stylish lingerie and loungewear, featuring women of different skin tones, shapes, and sizes. It was an unequivocal rejection of the one-size-fits-all Europeanized beauty standards that dominated American culture for centuries.

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My objective is to be able to get the more popular fashion brands such as PLT to become more body inclusive in their marketing campaign.

I also want to discuss how these fashion brands mainly use social-media influencers to help achieve this positive body image & how it will influence consumers.

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A call to action to share,promote and embrace women's fitness and sports

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I want to target 18-25 (also known as Gen Z)

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The Influence of Reference Groups  on Consumer Connections to Brands (Journal of Consumer Psychology)

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The Influence of Reference Groups  on Consumer Connections to Brands (Journal of Consumer Psychology)

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This article explores how reference groups play an important role in influencing consumers' connections to brands.

When people see others such as athletes and celebrities endorsing & using a particular brand, it creates a sense of connection and belonging

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Encourage user-generated content: fashion brands encouraging their consumers to share their own experience and style with the brand products/should include this in their marketing campaigan