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Ideology and the Expression of Brands: Fashion Brands and Attitudes in the Domain of Enterprise Development and Consumer Strategies

Author

Listed:
  • Jens Martin Svendsen

    (Department of Social Sciences, Södertörn University, Huddinge, Sweden†Stockholm Business School, Stockholm University, Stockholm, Sweden)

  • HÃ¥kan Preiholt

    (��Stockholm Business School, Stockholm University, Stockholm, Sweden)

Abstract

Ideology plays a vital role in politics, but not only so. Also in consumer life, ideologically based attitudes and stances are immanent. Building on four different business models within the fashion industry, a model with two axes is presented. The two axes are conceptual recursion and consumption as social ideology. Fashion easily contains a progressive attitude; the social environment creates a milieu where consumers and businesses operate, and in this ambiance of ideas they will be able to (inside-out or outside-in) foot themselves in ideology. Hence, fashion can be said to uphold ideological attitudes, whether explicit or not. The model captures these ideological mindsets. It makes clear how the business models in themselves are ridden by ideology and the expression of brands, as well as bringing an overall understanding of the role ideology plays in entrepreneurship and enterprise development in the fashion industry.

Suggested Citation

  • Jens Martin Svendsen & HÃ¥kan Preiholt, 2024. "Ideology and the Expression of Brands: Fashion Brands and Attitudes in the Domain of Enterprise Development and Consumer Strategies," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 32(02), pages 145-167, June.
    • Handle: RePEc:wsi:jecxxx:v:32:y:2024:i:02:n:s0218495824500067
    DOI: 10.1142/S0218495824500067
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