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Power, Social Identity and Fashion Consumption: A thesis on how female executives use power-coded dressing as a tool to accentuate power as a part of their social identity.
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The aim of the thesis is to contribute to the CCT research field on social identity, by placing a focus on power from a customer perspective and studying how power can be accentuated within social identity. Theory from CCT with a focus on social identity has been used in combination with extensive literature on power and authority from a sociological perspective and literature from Fashion-Studies focusing on power-dressing, conspicuous consumption and luxury.

The research question is: How is power-dressing and consumption of high-end luxury fashion brands used by female executives/senior managers in an attempt to accentuate power as a part of their social identity?

In-depth semi-structured interviews where used as the main data collection method interviewing five female senior managers/female executives working in Stockholm; using the fashion consumption of female senior managers as its empirical sample.

The main conclusion on this thesis is the creation of the concept of power-coded-dressing.This thesis implications are that it develops the CCT field slightly by adding a consumer-power perspective into the theoretical discourse. Its practical and social implications help women accentuate their power through, power-coded-dressing.

Place, publisher, year, edition, pages
2014. , 45 p.
Keyword [en]
CCT, Power-dressing, Social Identity, Power, Female Senior Managers, Female Executives, Power-Coded-Dressing, Conspicuous Consumption
National Category
Business Administration
URN: urn:nbn:se:su:diva-108867OAI: diva2:761139
2014-06-04, 3:230, Kräftriket 3, Stockholm, 13:00 (English)
Available from: 2014-11-05 Created: 2014-11-05 Last updated: 2016-01-07Bibliographically approved

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