Cultural Effects on Luxury Fashion Industry and Consumer Behaviour

This dissertation explores the cultural effects on the luxury fashion industry and its influence on consumer behaviour, with a case study on Calvin Klein. It examines the impact of music culture, reasons for using hip hop artists for celebrity endorsements, and the influence of hip hop on Calvin Klein. The research aims to identify the influence of hip hop culture on hip hop fanatics and the purchasing decision of luxury goods.

Marketing Dissertation
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Table of Contents
TOPIC: “To identify cultural effects on luxury fashion industry and its influence consumer
behaviour”. A case study on Calvin Klein.......................................................................................3
INTRODUCTION...........................................................................................................................3
Literature review .............................................................................................................................8
Theme 1 – The impact of music culture on the fashion industry.................................................8
Theme 2 – Reasons to have hip hop artist as celebrity endorsements in the fashion industry....9
Theme 3- Influence and impact of Hip hop on Calvin clan......................................................11
Research methodology...............................................................................................................14
Data Anal sis .............................................................................................................................19
DISCUSSION................................................................................................................................21
CONCLUSION..............................................................................................................................37
REFERENCES..............................................................................................................................39
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TOPIC: “To identify cultural effects on luxury fashion industry and its influence
consumer behaviour”. A case study on Calvin Klein
INTRODUCTION
Hip hop fashion is known as the big fashion as well as distinctive style of dress. Hip hop
fashion praises and compliments attitudes of hip hop culture. Both terms are interrelated with
each other and having significant impacts on the fashion industry (Granger, 2019). It has become
a prominent as well as the big part of fashion industry. Whenever people talk about fashion
industry then they like to talk about hip hop culture and prefer hip hop fashion more than others.
Due to hip hop culture, all fashion industry has made several changes almost everything like
changes in colours of clothing, types of clothing etc. Changing strategies and making products as
per the current trend is one of the most important ability by which company can take competitive
advantages and make a strong position in the market. It has changed everything which include:
large eyeglasses, name belts, heavy gold jewellery and multiple rings. Free styling is known as
the masterpiece of hip hop history which tells a remarkable and amazing story of urban fashion
transformation into a multi billion dollar money-maker. It also helps companies and fashion
industry to understand behaviours, attitudes of the new generation as well as young people. It
helps them in satisfying needs of them as they do not have to invest much in marketing activities
in identifying demands of people. Hip hop music and culture has made this industry able to
perform all activities which increase their sales. In reality, it can be said that hip hop and fashion
have forever been inextricably linked (Lee and Yum, 2016). So, it can be said that fashion and
hip hop go hand-in-hand. On the other hand, it can also be said that the relation between music
culture and fashion is complex and changes in trends create some difficulties for fashion
industry. It puts pressure on them to change all of their strategies, way of performing and
changes in products as well.
Background
This study is based on the big fashion brand Calvin Klein. It is an American fashion
house which is specialized in lifestyle accessories, jewellery, leather and ready to wear clothing.
It was founded in the year of 1968 by Calvin Klein. Headquarter of this company is in New York
City. U.S. It has now substantial market share in commercial as well as in retail lines. This study
is going to show impacts of hip hop culture on the fashion industry and to what extent it has
changed the fashion industry (Azalea and Setiawan, 2019). It will also discuss the way of
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marketing by fashion industry and big brands like Calvin Klein, Gucci and others perform all
marketing activities. For marketing and promotional of their products they choose and make an
effective use of hip hop artists for celebrity endorsement. By choosing this way, they attract
customers to the great extent as hip hop has changed the fashion industry. Young people and
today's generation prefer clothing in bright colours and want to make themselves as like hip hop
artists by dressing themselves as like them. This study will also discuss some ways by which
fashion industry can increase their sales by making an effective use of hip hop culture and
promoting their goods accordingly. Further, it will show different views of authors as what they
think about hip hop culture and music as it is impacting on fashion industry and consumer
decision making in a positive manner or in a negative manner. Research methodology also plays
an important role as it helps scholar in developing the research and make it successful by
choosing the best and appropriate type of research (Montgomery, 2019).
Aims and Objectives
Aim: To identify influence of hip hop culture on hip hop fanatics and purchasing decision of
luxury goods.
Objectives
 To understand changes in the fashion industry by music culture.
 To identify reasons of using hip hop artists by fashion industry for celebrity endorsement.
 To identify impacts of hip hop music on the sales and revenue of Calvin Klein.
Research questions
 What changes music culture has brought in fashion industry?
 What are some reasons of fashion industry to use hip hop artists for celebrity
endorsement?
 What impacts hip hop music is having on the sales of Calvin Klein?
Research problem
Fashion and culture has interrelation with each other. There are several factors which are
creating barriers in the path of the success in fashion industry like changing needs of customers,
high investment in technology, globalization others. There are different problems may occur in
conducting this research on the topic of identifying music culture impacts on the fashion
industry. Some common research problems which can create barriers include: getting relevant
and authenticate informations, lack of skilled workforces, lack of technical staff, lack of
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resources, lack of budget and finding the best source of finance in order to make the research
successful in a timely manner. So, all these types of problems can delay in the submission of
research and accomplishing the main goal.
Rationale
Nowadays, changing needs and demands of young people are putting pressure on fashion
industry to make changes in their products and strategies if they want to be in the competition.
There are several factors which are changing needs of young people in the context of fashion. So,
the main aim of selecting this topic is to make companies in fashion industry able to understand
the main needs of young people. Hip hop culture is having the great impacts on consumer
decision behaviours of products. By having proper informations regarding the link between
fashion industry and music culture, companies can increase their sales and accomplish their
goals.
Significance
Music industry is playing a massive role in identifying that what fashions are, well, in
fashion. Music is one of the main influencers which have great impacts on people live as it does
not only change their moods but now it is changing the fashion industry as well. By developing
research on this topic, people and fashion industry can get all types of informations which are
related to music culture and fashion. By conducting this research, companies can know the
relation and link between these two terms in a better way. By understanding this relation they
can directly know needs and behaviours of today's generation which can help them out in
increasing sales and accomplish their goal
Literature review
Theme 1 – Impact of music culture on the fashion industry
According to the author (Bug and Dao., 2020), music culture has huge impact on the
fashion industry because it has potential to convince people to wear trending clothes through the
music artist. People who like to listen music also like the singer who write or compose the song.
People who are their huge fan like to follow what they are doing, wearing and how they are
looking. This influence them to copy them. Singers are the music artist have always been a 1st to
launch the new trends. They dress up themselves in a manner and stand out on the stages and
sing their song in front of audience for ttracting them. They also send the political message to the
masses, to be different and recognizable, to identify the with the large subculture group and
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anything just to make a fashion statement. There are clearly obvious intersection between the
fashion trends and the music culture. Celebrity musician often tend to be trendsetting for the
people who love to listen their music. Musicians and singers always create the distinct stage
looks for themselves. Musicians wanted to stick out clear from the other arts when they are
initially looking for the new deal for music record. In the record it is largely out of the necessity
that the artist will craft a very clear and the new style (Shuker., 2017). The unique design of the
clothes make the artist and the musicians stand out and when people look through the music
people may or may not be interested in the look for themselves. It is one of the excellent
marketing technique.
There are more attracting the eye-catching fashion look are famous musician in the music
industry have, and the most likely fans of those particular musician will check out their music
further. Every generation have its own trendsetting musician which they used t listen and follow
the things of those artists. For example – Michael Jackson was the famous musician and dancer
who was one of the most famous star among the people who always want to follow his dance
steps, clothes and their style. It was an opportunity for the clothing companies because they used
to approach Michael Jackson to wear their clothes during the stage shows and the live
performance which increase the sale of the those organizations who deal with the Michael
Jackson. This musician was the fashion icon for the young generation during the 90s and this
also affect on the selling of the companies who deal with the Michael Jackson.
The correlation between the fashion trends and the music culture has also leaded the
fashion companies to reach out famous music artist to ask if they can wear their company
clothes. They used to ask out to wear the companies bags, cloths, makeup , shoes, and many
more accessories (Strähle and Keibel., 2018). Companies offer than money to wear their clothes,
and they sign the deal with the companies until the deals get over the artist have to wear the
particular companies cloths
Other times they may not be paid to promote their products but merely agree to wear the
fashion brand clothes as a favor or because they find that clothes are comfortable for them and its
suite to their personality. Fashion labels known that this gives their shoes wear, clothing and
other accessories far more attention their clothes are wear by the famous musicians . Their
followers willing to pay high prices for those clothes because their icons musician creates needs
in those people. Fashion companies and label knows that this will assist their sales to advertise
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their product in this way. Clothing companies the famous label also use music videos to place
their clothes so this can attract people to but their clothes and increase their profitability. It also
affect on their popularity and create demand among the people.
Music artist can have their music video some times, and they get paid by wearing the
certain fashion label is using the product in their music videos Part of the connection between
music and fashion trends is certainly because of blatant advertising techniques from clothing
companies and other companies (Strähle and Kriegel., 2018). This shows that fashion trends are
depended on the music to promote their product and this helps to attract new customers and
encourage people to buy the product which are wear by their famous musicians and the music
artists.
Theme 2 – Reasons to have hip hop artist as celebrity endorsements in the fashion industry
As per the view point of (Strähle and Rödel., 2018) there are different types of categories
in the music for example classical music, pop music and many others. Some people like to listen
traditional , some like to listen classical and some pop but most if the people like to listen hip
hop music and this is also a part of the music which does not need any kind of good voice and
lesions. It is natural talent in which musician song on the basis of true incident. It can be about
their personal life, others life and many more. There are many people who like to listen the Hip
Hop music and this music trend affect the Fashion industry most because clothes of the artist also
plays important role in this category. This is the reason music industry Hip Hop artiest are
approached by many labels and brands to wear their clothes.
One of the famous musician of 90 s Tupac who was famous for their Rap , this artist
become fashion income for the people who like to listen Rapper songs. They have their own
community and people who like to hear rap music and that time he was famous and many people
like to wear clothes like Tupac. In the 90s many brands approach him to wear their brand
clothes, so they can attract the people and their clothes become trend for the people and its affect
on many people, and they started wearing clothes of those brands. This musician was getting
money to wear their clothes.
Another reason to approach Hip Hop artiest by the fashion industry was their culture. Hip
Hop culture is totally different and their clothing style is also different. Rappers like to wear
clothes which make them look different and funky. People who used to listen the Hip Hop music
are also like to wear clothes like this and there are many people who like to listen Hip Hop music
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which encourage fashion labels to give importance to the Hip Hop artist which give them hike
and increase their sales, and they get new customers through the Hip Hop artist and musician.
Hip Hop has had the huge influence on the street culture or the fashion, informing the
plenty of the new styles and the clothing brand to the people which are rose to prominence. Hip
Hop culture involved from the subculture or the most dominant force in the pop culture. In the
1970s new York this culture was born as a reaction to the disco culture (Warner., 2017). The
Caribbean immigrants from the African and the American youth in the neighborhood began
coming with each other for the impromptu black parties in borough to like the DJ Kool Herc,
Grand master flash started the practices of using the 2 turntables to increase the dance vreak loop
ideal for the two endlessly, Making the seamless sound loop ideal for the dancing. The break
beat from the Hip Hop music, and they add some different instrument and make the new songs.
Music artist like to wear new trending clothes, and they also wear the gold items which
is also a part of the fashion which incurring the fashion brands to say them to wear their clothes
and those companies also follow the street fission, so they can attract people who like to follow
the Hip Hop music. Some of the customers of the brands like to purchase to be considers a
Hype-best – a street-wear fanatic who buys everything and the every product which are available
rarely. But many people are wearing this street wear brands because they see the famous music
Hip Hop artist who are wearing those clothes which attract people to wear clothes like them and
look cool in front of the people. Street wear companies or label have not only been heightened by
the musical influences. In the starting stages some brands like Skate culture and studs the wave
into the fashion or the fashion of the skate cultures (Wikström., 2020). The population of that
brand circled around the different unique, subtle style carried by the exclusivity of its own name.
Overtime, these values remain true, with sub cultural movements having shifted the skater trend
into a global phenomenon.
This all the reason fashion brands encourage Hip Hop artist to wear their clothes, so they
can advertise and promote their product and encourage people to buy those product sop
company can earn money, and they can become successful in their business and achieve their
objectives.
Theme 3- Influence and impact of Hip hop on Calvin clan
According to the (Sudha and Sheena., 2017) Hip hop has huge impact on the fashion
industry and because of that many big brand which are connected with the fashion who have
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good reputation in the market and they take advantages of the Hip hop. There are many famous
Hip hop artist who are working with the Calvin Klein which create huge popularity among the
people for this brand . Joey Badass is one of them, this is one of the famous hip hop artist from
new York and this artist also an founding members of the hip hop collective pro Era with who
he used to release their tracks and also release their solo tracks publicly to entertains. . Joey
Badass related his mix tape 1999 in the 12 June 2012 to critical acclaim and recognizance,
which is followed by the Rejex in the month of September. And the Summer Knights on the 1st
July of the 2013. This singers debut studio album was released on the 2015 (Yang, Song and
Tong., 2017). His 1st television debut was in 2016 on the USA network serious. . Joey Badass
get approaches from the big fashion brands because of good connections with this industry. Hip
hop have good influence on fashion because most of the people used to follow the Hip hop artist,
and they like to live their lifestyle, and they follow their dressing as well. In 2015 there hip hop
artist join the campaign of the Calvin Klein Kendrick Lanmar, Fetty and. Joey Badass. This
famous brand recruited some of the finest hip hop artist for the spring 2016 campaign. After the
signer Justin Bieber and 5he Ck underwear made an splash on the timeline Thursday, after this
all the hip hop artist also take foreword steps towards the camera to promote this brand and
aware about this brand to the people, so they can get new customers and achieve their goals in
the market where this company is operating their business. Those Hip hop artist also fell the gap
for the campaign of the Ck tagline “ I........ In # Mycalvins”
In 2016 the Calvin Klein has announced that the some of the famous Hip hop artist will
work for them during the Spring 2016 Global campaign. And the independent Hip hop artist.
Joey Badass is one of the because most of the people were following his fashion style and in
the less time this artist become one of the famous artist in the Hip Hop industry. For the first
time each of the Calvin Klein brands selected to work – Calvin Klein underwear, Calvin Klein
Jeans etc are showed together in the compelling image and the video featuring a provocative
blend of the talent (Acharya, Singh, Pereira and Singh., 2018). Shot by many grade
photographer and fill maker Tyrone Lebon, the global campaign represent the diverse and the
democratic cast which ranges from the global campaign present a diverse, activists, superstars
and the model to the street cast unknowns, often juxtaposed together. . Joey Badass is joined by
the same famous talents such as Justin Bieber, and the American model who is famous on the
social media and many people are their fans Kendall jenneer. This campaign was successful and
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this companies revenue increased by the 20 percent after the campaign. The one name which
makes this campaign successful was Joey Badass because his style and talent attract many people
to follow his lifestyle. After this Calvin Clean approach many other. Another reason to approach
Hip Hop artiest by the fashion industry was their culture. Hip Hop culture is totally different and
their clothing style is also different. Rappers like to wear clothes which make them look different
and funky. People who used to listen the Hip Hop music are also like to wear clothes like this
and there are many people who like to listen Hip Hop music which encourage fashion labels to
give importance to the Hip Hop artist which give them hike and increase their sales, and they get
new customers through the Hip Hop artist and musician. The attrction towards the street hip
hop fashion also attract the brands like Calvin Klein to look for the artist who are related to the
Hip hop, so they can give them offer to work for them, and they can help to promote their brand
through the campaign and the television advertisement. They also take their picture with these
brands cloths and Hip hop artist post this on their Instagram and their Facebook where they have
huge fan following and fans. They come to know about their brand. The reason behind to
approach new hip hop artist was to promote their cloths on the high and premium prices (Da
Giau, Foss, Furlan and Vinelli., 2019). People are ready to take these brands clothes in high
prices of the hip hop artist. They used to wear a cloth which looks cool and their follower always
used to buy cloths which they used to wear which help this company to approach the Hip Hop
artist. This allows them to sell their cloths in the high prices not even jeans but their every kind
of cloths to the people, and they are selling on the high prices. This was because of the Hip hop
influence in this company and it has huge impact on the company,. They give money to the Hip
hop artist for per post on the Instagram with the Calvin Klein cloths.
Hip hop caps which is important thing for the Hip hop artist, and most of the time they
used t wear influence Calvin Klein to bring this on their brand because of popularity among the
people for this cap. Calvin Klein is also manufacturing this Hip Hop caps on their online
websites which increase their sales on the market and help them to increase their profitability in
the market. Most of the Young generation who used to listen rap connect this cap with the Hip
Hop fashion and used to by this cap so they can look cool.
In the 2019 campaign Calvin Klein enlists the Rocky. This hip hop artist has been at the
forefront of the rapper and the fashion movement for the year now. At times, it even feels like
this that the fashion side of this artist will overtake the musical side. Regardless, the fashion
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brands are the constantly looking forwards to the Rocky for their campaign promotion and one
of the brand who encourage for the promotion of their brand is Calvin Klein. This brand almost
broke the internet and the social media for the past weekends which was because of their
collection of Ashawn Mendes pictures and now this brand is showing off a video’s ad the
collection of the photos shot by the glen Luchford. Some of the stars in this picture and the
videos are Kendall Jenner, Noah Centineo, Shawn Mendes, and of course A$AP Rocky himself.
As for the collection of photos, they feature each star by themselves in an intimate setting
showing off different Calvin Klein pieces, such as jeans, underwear, and T-shirts. This artist also
give their statement in which he tel that the feels very extraordinary because he is free to be
himself according to him he is just a great being pretty, man ' this statement was published by
the Rocky on the campaign (Long and Nasiry., 2019). Music artist like to wear new trending
clothes, and they also wear the gold items which is also a part of the fashion which incurring the
fashion brands to say them to wear their clothes and those companies also follow the street
fission, so they can attract people who like to follow the Hip Hop music. Some of the customers
of the brands like to purchase to be considers a Hype-best – a street-wear fanatic who buys
everything and the every product which are available rarely. But many people are wearing this
street wear brands because they see the famous music Hip Hop artist who are wearing those
clothes which attract people to wear clothes like them and look cool in front of the people. Street
wear companies or label have not only been heightened by the musical influences. In the starting
stages some brands like Skate culture and studs the wave into the fashion or the fashion of the
skate culture (Wikström., 2020). The population of those brand circled around the different
unique, subtle style carried by the exclusivity of its own name. Overtime, these values remain
true, with sub cultural movements having shifted the skater trend into a global phenomenon. It is
important for the Calvin Klein to look for more new Hip Hop artist who can help this company
to increase their business. There are some new Hop hop artists who are famous among the
people, and they are having followers in not only million abut a billion of people used to follow
them and want to become like them.
Research methodology
A Research methodology is the proper and systematic plan for conducting project
research by the researcher. It can be defined as 'An activity which conclude finding out, in a
more or the less proper way, this is the philosophical framework in which the project researcher
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concerned or the fundamental upon the research method (Hagman, Segerqvist and Wahlström.,
2017). This chapter of the research explains the proper methods of the researches, design and
approaches in the detail highlighting those throughout the study. This helps to justify the
researchers choice thorough describing its pros and cons of each approach and design taking
into the account their practical applicability to our research.
According to the O'Leary describes methodology as the framework which is associated
with the proper set of paradigmatic assumptions which will be used by the researcher for their
research project. It is important for the researcher to have proper and appropriate methodology to
achieve their research objectives and other thing s that it should be possible to replicate the
methodology used in the other researches of the same natures and prospective of the researchers.
There are some months and approaches are used by the researchers to conduct these research
methods, so they can achieve their project goals and make successful their research project. The
research methodology section of any academic research paper gives the researchers opportunities
to convenience the readers that research is useful and it helps to contribute to the field of study.
Methodology is the theoretical, systematic analytical methods applied to the field of the study
and project researches (Moretto and et.al., 2018). It comprises the theoretical analysis of the
body of methods and the principles associated with the knowledge branches. Typically this
includes concepts such as phases, Paradigmatic, theoretical models, quantitative and qualitative
methods etc. A research methodology does not provide solution of any problem – this is
therefore not the same as a method , instead , a methodology offers the theoretical underpinning
for the understand that which method is useful for the researchers, set of the methods or the best
practices can be applied to the specific case for the example to calculate a specific result.
Research type
Research is the systematic and logical search for any new kind of information by the
researcher with the use of proper reach topic. Researchers are essential for the both nonscientific
and scientific field. In an every person's life new events , process, problems etc take place every
day. A careful thinking of the study or the research regard to the particular topic using the
scientific methods are known as research types. According to the American social scientist Earl
Robert Babbie, “Investigation is a organized inquiry to draw, explain, call, and control the
ascertained phenomenon. There are two methods of the research types which are quantitative
and the qualitative research methods of collecting information to make the project successful.
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Qualitative Method – this method of the data analysis refers to the non-numerical information
like a video and audio recording, new transcripts, images and the text certification. This method
is decided into the five antithetic categories such as Contented analysis - in this activity covers
verbal and the behaviorism data to categorized, summered and tabularize the data (Poorthuis,
Power and Zook., 2019). Narrative analysis - this method conclude the reformulation of the
stories presented taking into the account of each case and different content of each responsive.
Disclosing analysis – a method of analysis of the course occurring talk and all types of the
engrossed text. Framework analysis - this is top and advanced method which consists of the
same stages as coding, mapping etc.
Quantitative Method- In the Quantitative Method researchers are expected to the raw number
into the a informative data which can be annualized and study for the research. This method of
the data analysis can also include the calculation of the frequencies of the different variables.
This approach is normally attached with the finding the accurate evidence to either give support
or the reject Hypotheses which researcher have formulator at the previous stage of the process
of the research. It is important for the researcher to have proper information and the numerical
data which can be used for the Quantitative Method. This investigator will use qualitative
research methods to conduct and make this project successful.
Research approach
Research approaches are reverent to the Hypotheses to the study is the main distinctive
point between the deductive and the inductive approaches (McCormick and et.al., 2020). This
concept helps to plan and the research that the span steps from the broad assumptions to the well
detailed methods as of the analysis data , collecting data and their interpretation in the research
project for their succession. The overall decision which should be involved by the researchers for
the specific topic. Informing these decisions should be the philosophical assumptions the
researcher bring. There are two important research approaches which can be used in the research
project.
Deductive Approach- A deductive approach are afraid with the development a Hypothesis
backed up on the existent theory , and then designing a investigation strategy to test the
Hypothesis. This has been declared that the deductive means to intelligent from the special to
the general. If a casual relationship or the link seems to be implied by the particular theory or
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the case examples, this may be true in the many other cases. A deductive design test to watch if
this relationship or the link did obtain on more general circumstances.
Inductive research - Inductive approaches also known by the inductive reasoning , starts with
the observations and the theories. Are projected towards the end of the research procedure as
result of the measurement - this type f researches includes the search for the new patterns from
their observation and development of the explanation. No Hypotheses and the theories are
applied on the inductive studies a t the starting of the project research and the investigator is
totally free in the terms of the altering the proper directions for their research study after the
research process had commenced (Rabine., 2017). For this present research, the researcher will
use inductive approach as this starts with observation and theories that are proposed towards the
end of research.
Research Strategy
Research strategy is the systematic plan with the proper steps of the action which gives
a accurate direction to the researchers Thoughts and their efforts., this enables them to conduct
the research properly and the properly sedulous, so they can get quality results and the proper
elaborate reporting. This enables researchers to stay focused, enhance quality, reduced frustration
and most importantly, saves the times of the researchers. The research strategy include the bolts
and the nuts of their applications m describing the rationale for their research and the
experiments. Investigators will do to accomplish their desired goals. This post will discuss an
extremely important phase in the process clearly defining their research strategy. The Research
Strategy subdivision dramatist how the research really will be transportation out and is important
to how favorably an request is perspective. This subdivision is arranged to address the
Importance, Invention, and Approach review criteria and the limits. This defines that the
research strategy will also act as references point for the limit and the benchmark purpose so the
company can see if it describes the appropriate results. Researches can use descriptive technique
for the is research project.
Descriptive strategy - the aim of the Descriptive strategy is to know a specific set of the
variables in the group of any single person, but they stops the short of the understanding
Between the variables, what can cause them what they can implement. This strategy is mainly
used to describe the specialty of the specific population or the Phenomenon studied by the
research of the project. This does not answer the question about want when and how the
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specialty of the propitiation account in this strategy (Lion and et.al., 2016). The characteristics
of the population helps to show the situations or the populations are usually some type of the
categorizes the factors. Scientific use of the knowledge about the nature of the protons,
electrons and the neutrons to devise this categories We now take for given the periodical table,
yet it took descriptiveness investigation to testament it. Descriptive research mostly predates
instructive research. To undertake present research, the researcher will use descriptive technique
to undertake the study in depth manner.
Data collection
Data collection is the method of collecting informative data from the relevant sources so
the researcher can find the answer to their questions and make their research project successful.
This helps to solve the problem and test the Hypothesis and also conclude the outcomes of the
research. This data collecting method is divided into the two different categories which are
primary and secondary methods. To make this research work successful researcher will use both
the data collecting methods, so they can find the information which they need in this research
project and make this research successful.
Secondary data collection - secondary data is collected by the other researchers and it has been
published by them in the newspapers, journal, and books etc. Nowadays every kind of data is
available on the internet so researchers can use it for their researches an make their research
successful. This method also include the but not limited to the data of the publication, credential
of the author, quality of the discussions and the extent of contribution of the text to the
development of the researcher's area etc. For this research project , researcher will use journal
articles which will be reviewed to conduct literature review for this research project.
Primary data collection - primary data collection is the pure and new information collected by
the researchers , directly from the people in the known. Methods of the primary data collection
vary based on the goals of the research , as well as the type and depth of the information being
sought the primary data sources are the original data sources which are one in the data
collected by the researchers for the specific research study, so they can achieve their objectives
and make their research project successful. For this research project researcher will also use
primary research method to make successful this research project. Researcher will make their
own questionnaires and according to that researcher will make graphs and interpretation.
Sampling
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Sampling is the proper method which is used in the statistical analytical in which
redetermined number of the observations are used from the larger population. The research
methodology is uses to sample from the large population which is depends on the types of the
analysis being performed , but this many also include the simple random sampling methods or
the Systematic sampling method (Sari and Asad., 2019). To conduct this research project and
make it successful this project researcher will use random sampling and select 30 people from
the population. The researcher will ask questions to them and collect the useful information for
their research project. This will enable the researcher to collect the use full information from
the people and they can achieve the goals and objectives of this research project which will
help the company to increase their sales and demand among the public.
Data Analysis
data analysis is defined as a process of the transforming , cleaning and modeling data to
discovers the useful information for the business, and they can use it for the decision making
purposes. The purpose of this analysis is to extract the information collected by the researchers
and taking the decisions based on the data analysis. Whenever people take decisions in their life
they have to think what happened last times and what can happened in the future if their decision
will wrong. This is nothing but analyzing our past or future and making decisions based on it.
For that, we gather memories of our past or dreams of our future. To make this research project
successful researchers will take the help of the graphs to analysis the data and according to the
graphs they will take decisions.
Data Anal sis
Limitations
The currents study is being performed by the respective researchers over having several
levels of limitations. As there is less amount of data is been collected which is related to
influence of hip hop culture on hip hop fanatics and purchasing decision of luxury goods. It has
also been analyzed that the maximum level of participant were biased as there were low level of
resources which are been efficient to have proper optimization of effective results. This study has
been the time consuming process as the data is been gather through qualitative and theoretical
approach regarding the concepts and theories.
` The data don't have the proper providence the full level of information related to
theories along concept which has been used in study. It is difficult to have the establishments
16

with participants about experiencing influence of hip hop culture on hip hop fanatics and
purchasing decision of luxury goods. There were also the issues which are regarding the
difficulty in having proper level of formations to the related theories.
Ethical Consideration- it is basically about the moral principles which is considered to be
mandatory and needed to be followed by researchers while having the proper conduction of
research. This must have making sure that the proper analysis by researcher in collection the
important level of data in having proper way of conducting the research. This will be helpful in
assisting the research process with proper usages which will have the comparisons of assisting
the trust in participants.
There is the needed to be the innovating in making the perfect level of values along with
belief and attitude which is being hampered by people which are engaged while conducting the
research. This will be helpful in gaining the trust of participants while having more useful along
with precise information in more of assisting the analysis of facts and figures.
There is more level of involvement by following the research code of conducts which make no
use of personal misinformation of the participants should be leaked through the process of
participation. This will have the assistance of the researcher and scholars out the end result easily
and family. Researchers have the proper participants in collection of different informativeness in
more voluntary part not pored.
There should be keeping for information in more confidential ways as no private's data id the
should be leaked.
Researchers also needs to make sure that all participants are been entered into the process of
research through their own will. This will assist scholars in gaining trust.
It has also been analyzed that researcher needs to be honest and transparent. They must make
sure that all relevant information is been passed to participants.
There should be taking of the open communication so that thee can be proper level of
maintenance of the transparency as the honesty which the data collections have the value in
more authentic way.
There should be keeping of data in more confidential ways as the participant can have the
feeling of offending as the researcher have the needs to be more level of reliable in order to
have achievement of goals by
17

There should be maintenance of high objectivity so the trust of participant can be gain more
appropriate way.
18

DISCUSSION
Particular – Gender Frequency
Male 10
Female 20
Total 30
Male Female
0
2
4
6
8
10
12
14
16
18
20
Column B
Data Interpretation
From the above file it can be interpreted that more level of males are the most indulge
part as respective to their male counterparts. Female are more attracted towards female rappers
such as Tierra Whack and Rapsody as they have fought their way to be head of the hip-hop class.
In addition to that, thanks to incredible projects and the skills to boot which is helpful in more of
the targets audiences have been influences with the power dynamics are charging the decision as
to the more level of weaponize the gender in more efforts. On the other hand the main stream to
have the proper level of pertaining which have the influences the fashion industry in more
perfect way. On the other hand the male counter part which is considered to be more influence
over getting tremendous effects on the brains function which have the improvement in more
positive effect of the society
19

Particular - Age Frequency
16-20 years 18
21-25 years 7
26-30 years 3
30 yeas and above 2
Total 30
16-20 years
21-25 years
26-30 years
30 yeas and above
0 2 4 6 8 10 12 14 16 18
Column B
Data Interpretation
From the above file it can be interpreted that the more of the teenager re more been in the
target markets which is having the more level of impact of the hip hop endorsement which is
creativeness the direct impacts of the development of the fashion industry. As the beneficent of
fashion endorsement have the major level of targeting of the two third audiences are the
considered to in the age is 18-34 years along with people who are absolve the age of 50. In
addition to that there more targeting of women which is considered to more slightly as
competitive to men in the audiences. This the reasons as the women have the more level of craze
as competitive to men which is more level of populations. There is more level of teenage who
have the women love along with no bar to helps the approach to society to have the more level of
management and development.
20

Particular -Occupations you belong Frequency
Professional 15
Student 10
Employees 4
Workers 1
Total 30
Professional
Student
Employees
Workers
Data Interpretation
From the above file it can be interpreted that there is major level of rise in the developing of hip
hop popularity of pop culture along with influence marketing which is strategies which is
developed. As the difference in groups have effect on brand recognition, as participants were
more familiar with the brands presented by traditional and passive endorsements. As the more
level of professions which is creating the effect in recognition of celebrity as the individuals are
having the better level of performing of the results in more of endorsing the brand which is
recognized in the market. As the development of the proper recommending the brand’s products
to their peers, purchasing a product from that brand should it be financially responsible, with
each item being measured with and without the influence of a celebrity’s endorsement.
21

The top luxuries brand you will like about Frequency
Calvin kelvin 12
Jockey. 8
Donna Karen. 5
Hugo Boss. 5
Total 30
Calvin kelvin
Jockey.
Donna Karen.
Hugo Boss.
Data Interpretation
From the above file it can be interpreted that Calvin kelvin has been identified the one of the
most familiar and important luxuries brands have the proper level of expansion the with
perfumes and the entered the more level of fashion industry. The more level of participant is
more hover the influence with the Calvin kelvin which is more level of followed with the jockey
and Donna Karen. The participant was considered to have the consideration in regards the brand
value which have the same level of quality lines. The company is more level of influence
because it more level of advertising along with targeting the young people as Young people
along with present generation prefer clothing in bright colors and want to make themselves as
like hip hop artists by dressing themselves as like them.
22

music genres you have listened to most Frequency
Electro 8
Mental 4
Hip hops 15
Punk 3
Total 30
Electro
Mental
Hip hops
Punk
Data Interpretation
From the above file it can be interpreted that the more level of participant has the clear level of
significance and more level of interest in listening to the genes of hip hop music on more perfect
way. The further than development in being identified as the followed up with Hip hop fashion is
had the major level of contribution to big fashion as well as distinctive style of dress. In addition
to that Hip hop fashion praises and compliments attitudes of hip hop culture as to have
understanding the different behaviors, attitudes of the new generation as well as young people. In
addition to the above data, it can be analyzed that the metal is also the gene which is more level
of distribute to be acceptability regarding the development in significant basis level. There are
many people who like to listen the Hip Hop music and this music trend affect the Fashion
industry most because clothes of the artist also plays important role in this category.
23

What the top style fashion icons who have
liked the most
Frequency
Kendall Jenner 12
Noah Centineo 8
Shawn Mendes 10
Total 30
Kendall Jenner
Noah Centineo
Shawn Mendes
0 2 4 6 8 10 12
Column B
Data Interpretation
From the above file it can be interpreted that from the above data it can be interpreted that there
is major level of fan following of the different level of celebrity regarding the their acting and
songs or the hireling The population of those brand circled around the different unique, subtle
style carried by the exclusivity of its own name. Overtime, these values remain true, with sub
cultural movements having shifted the skater trend into a global phenomenon. She is more level
of famous in the in order to have the ranges of growth campaign represent the diverse and the
democratic cast which ranges from the global campaign present a diverse, activists, superstars
and the model to the street cast unknowns, often juxtaposed together. In addition to that there is
proper level of followed up with the Noah Centineo and Shawn Mendes who have the wearing of
differentiate clothes promoted by the various brands in order to attract more level of costumer
and increase the level of sales of company
24

ever purchased the clothing which is being endorsed by the favorite
music idol
Frequency
Have worn themselves 10
Have endorsed or promoted 15
Have created or designed themselves; (different fashion ranges or collection) 5
Total 30
Have worn themselves
Have endorsed or
promoted
Have created or
designed themselves;
(different fashion
ranges or collection)
Data Interpretation
From the above file it can be interpreted that more of the participants have the major level of
positive response in having the proper purchaser of the clothing which have been actually
purchased which have been endorsement. In addition to that many of the participant have
reported that many people are wearing this street wear brands because they see the famous music
Hip Hop artist who are wearing those clothes which attract people to wear clothes like them and
look cool in front of the people. In addition to that the participant have also states that major
level of fashion trends are depended on the music to promote their product and this helps to
attract new customers and encourage people to buy the product which are wear by their famous
musicians and the music artists.
25

Interrelationship between the hip hop celebrity endorsement of Calvin
kelvin and buying decisions of consumers
Frequency
Highly agree 5
Agree 10
Neutral 7
Disagree 6
Highly disagree 2
Total 30
Highly agree
Agree
Neutral
Disagree
Highly disagree
Data Interpretation
From the above file it can be interpreted that major level of people have major level of
agreement with regard to the better purchasing decisions making in terms of the Calvin kelvin
due toe the endorsements of the company due to the favorite level of hip hop industry. People
who used to listen the Hip Hop music are also like to wear clothes like this and there are many
people who like to listen Hip Hop music which encourage fashion labels to give importance to
the Hip Hop artist which give them hike and increase their sales, and they get new customers
through the Hip Hop artist and musician. In addition to that there so addition the fashion
industry towards the culture development. In addition, that the company. In 2016 the Calvin
26

Klein has announced that the same famous Hip hop artist will work for them during the Spring
2016 Global campaign.
27

The dressing sense of the person have clear communications regarding
the music preference
Frequency
Yes 18
No 7
May be 5
Total 30
Yes No May be
0
2
4
6
8
10
12
14
16
18
Column B
Data Interpretation
From the above file it can be interpreted that from the above data it can be concluded that the
which is had the intensification of the several levels of series with developing the psychological
changes which have the clear occurrences regarding the certain level of clothiers. As there is
more level of Hip Hop culture is totally different and their clothing style is also different. In
addition, that the reason behind to approach new hip hop artist was to promote their cloths on the
high and premium prices. People are ready to take this brands clothes in high prices of the hip
hop artist. The population of those brand circled around the different unique, subtle style carried
by the exclusivity of its own name. Overtime, these values remain true, with sub cultural
movements having shifted the skater trend into a global phenomenon.
28

29

rappers appears to be new fashion royalty Frequency
Highly agree 14
Agree 7
Neutral 4
Disagree 3
Highly disagree 2
Total 30
Highly agree
Agree
Neutral
Disagree
Highly disagree
Data Interpretation
From the above file it can be interpreted that more level of rappers have the major level
of royalist in developing the major level of developmental in understanding hand, it can also be
said that the relation between music culture and fashion is complex and changes in trends create
some difficulties for fashion industry. It puts pressure on them to change all of their strategies,
way of performing and changes in products as well. The rapper has the more level of
involvement of themselves is the developmental of the Changing strategies and making products
as per the current trend is one of the most important ability by which company can take
competitive advantages and make a strong position in the market. There is more level of
avoiding the level of association with the hip hop industry which have the workingmen up the
marketing power be the developmental of the greatest cultural export.
30

31

Calvin kelvin in successfully by endorsing the hip hop celebrity Frequency
Yes 18
No 10
May Be 2
Total 30
Yes No May Be
0
2
4
6
8
10
12
14
16
18
Column B
Data Interpretation
From the above file it can be interpreted that there is more level of proper level of endorsing
there is major level of impacts of the increase in the sale of company by having the level of
promotional of the company. There is some big brand which are connected with the fashion who
have good reputation in the market take advantages of the Hip hop. In 2015 there hip hop artist
join the campaign of the Calvin Klein Kendrick Lanmar, Fetty and. Joey Badass. This famous
brand recruited some of the finest hip hop artist for the spring 2016 campaign They are many
famous Hip hop artist who are working with the Calvin Klein which create huge popularity
among the people for this brand. In addition to that the company have the global level of
campaign present a diverse, activists, superstars and the model to the street cast unknowns, often
juxtaposed together. So the Calvin Klein is looking after the proper level of hip hop artiste who
have the proper encouraging the fashion label along with promoting brand through the campaign
and the television advertisement.
32

33

The affects of endorsement on sales and loyalty of Calvin kelvin? Frequency
Yes 15
No 10
May Be 5
Total 30
Yes
No
May Be
Data Interpretation
From the above file it can be interpreted that the three is increase level of sales and the brand
value of the company with the help of the having the hip hop star in promotional and
advertisement of the differentiated level of products. The major level of imposition in terms of in
involving of new hip hop artist to promote their cloths on the high and premium prices. People
are ready to take this brands clothes in high prices of the hip hop artist. They used to wear cloths
which looks cool and their follower always used to buy cloths which they used to wear which
help this company to approach the Hip Hop artist. Nowadays to that this is had the clear
allowance to the company to have the selling of clothier at the higher prices which is
creativeness tee proprieties impacts in the increasing the sale and brand value of company.
Calvin Klein is also manufacturing this Hip Hop caps on their online websites which increase
their sales on the market and help them to increase their profitability in the market.
34

inspired by the hip hop celebrity endorsement of Calvin kelvin Frequency
Yes if it is my range 18
No 4
May be 8
Total 30
Yes if it is my range
No
May be
Data Interpretation
From the above file it can be interpreted that there is more level of positive impact on developing
the more level of positive impacts as the parasympathetic have the interpretation that there are
the major level of follower of the hip hop starts and the rappers to have the reflection on the
decision making in more effective way. They used to wear cloths which looks cool and their
follower always used to buy cloths which they used to wear which help this company to
approach the Hip Hop artist. The population of those brand circled around the different unique,
subtle style carried by the exclusivity of its own name. Overtime, these values remain true, with
sub cultural movements having shifted the skater trend into a global phenomenon. On the other
hand, Some customers of the brands like to purchase to be considers a Hype-best – a street-wear
fanatic who buys everything and the every product which are available rarely.
35

Company is able to target the market Frequency
Yes 15
No 5
May Be 10
Total 30
Yes
No
May Be
Data Interpretation
From the above file it can be interpreted that the company clearly able to the proper level of
targeting the customers. The company is trying to have the influence over follow bases of the
lower who have the interest in more level of developing hip hop music. The company has the
developmental of the various competitors in which hip hop artist has been at the forefront of the
rapper and the fashion movement. The company is more successful to have to their campaign
promotion and on of the brand who encourage for the promotion of their brand is Calvin Klein.
This brand almost broke the internet and the social media for the past weekends. People who
used to listen the Hip Hop music encourage fashion labels to give importance to the Hip Hop
artist which give them hike and increase their sales, and they get new customers through the Hip
Hop artist and musician.
36

The hip hop celebrity are capable to change perception regarding
Calvin Klein
Frequency
Highly agree 12
Agree 8
Neutral 5
Disagree 2
Highly disagree 3
Total 30
Highly agree
Agree
Neutral
Disagree
Highly disagree
Data Interpretation
From the above file it can be interpreted that more level of participant have the clear inclusion in
terms of changing the more perceptional. In addition to that people are ready to take this brands
clothes in high prices of the hip hop artist. As been influence from their favorite and idol hip hop
star is more way have allowed them to buy their cloths in the high prices not even jeans but their
every kind of cloths to the people, and they are selling on the high prices. In more to have the
grater understandably is that the most of the Young generation who used to listen rap connect
this cap with the Hip Hop fashion and used to by this cap so they can look cool. The company
has the increase the level of brand value in terms of adaptation more level of the digitalis
marketing strategy as the internet and social media have the major level of Ashawn Mendes
37

pictures collection. In addition to that now this brand is showing off a video's ad the collection of
the photos shot by the glen Luchford.
38

hip hop music celebrity endorsement on Calvin kelvin Frequency
Positive 18
Negative 10
Neutral 2
Total 30
Positive
Negative
Neutral
Data Interpretation
From the above file it can be interpreted that there are the participants who have the considered
the company hip hop campaign as the most level of positive campaigner which is helpful in
personalizing more level of sales and awareness regardless the variability of differentiated
products. The company have the increase more range of brand values. The company has the
properly implementation as the changing strategies and making products as per the current trend
is one of the most important ability by which company can take competitive advantages and
make a strong position in the market. It also the helps the customer and companies regarding the
implication of fashion industry about understanding the behaviors, attitudes of the new
generation as well as young people. It helps them in satisfying needs of them as they do not have
to invest much in marketing activities in identifying demands of people. On the other hand, it has
clearly understood that there is recreation between the music and the fashions there is more level
of complex and changes in trends create some difficulties for fashion industry.
39

CONCLUSION
From the above file it can be concluded that the music industry and the fashion have the more
level of relationship which is reproving out to have the signification level of impacts in
increasing more brand value along with change in the perceptional of the human begin. The
fashion industry have resistless the more level of importance in term of change in different
strategies as per the need of making products which will be on basis of current trend is one of the
most important ability by which company can take competitive advantages and make a strong
position in the market. This combination is considered to be appropriate one as able to perform
all activities and somehow increase their sales. In reality, it can be said that hip hop and fashion
have forever been inextricably linked. On the other hand, there is more level in identification the
complex level of relationship which is creating level of difficulties for fashion industry. It puts
pressure on them to change all of their strategies, way of performing and changes in products as
well. The company Calvin Klein have adaption of strategy on order to have the attraction
customers to the great extent as hip hop has changed the fashion industry. The company have
identified that the Young generation have the major preference clothing in bright colors and want
to make themselves as like hip hop artists by dressing themselves as like them. As the per the
understanding of the better level of strategy of the company in order to have the proper
intensification of current trends and preference of the potentials market, it can be clearly
concluded that hip hop culture along with its music as it is impacting on fashion industry and
consumer decision making in positive manner or negative manner. In addition to that this culture
is having the great impacts on consumer decision behaviors. This research also helps in
providing information regarding the link between fashion industry and music culture, companies
can increase their sales and accomplish their goals. The music industry is playing a massive role
in identifying that what fashions are, well, in fashion which is more in ways of influencing the
change in moods regarding the level developmental of all type of information which can have
clear level of recreations in order know needs and behaviors of generation which can help them
out in increasing sales and accomplish their goal. There are obvious intersection between the
fashion trends and music culture. Celebrity musician have the major level of growth in setting up
the standard for the people who love to listen their music. Musicians and singers always create
the distinct stage looks for themselves. This have the clear indication in term of the fashion
trends are depended on the music to promote their product and this helps to attract new
40

customers and encourage people to buy the product which are wear by their famous musicians
and the music artists. In more way to have the addition in not that Calvin Klein to look for more
new Hip Hop artist who can help this company to increase their business. There are some new
Hip hop artists who are famous among the people, and they are having followers in not only
million abut a billion of people used to follow them and want to become like them.
41

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