Cultural Effects on Luxury Fashion: Calvin Klein & Consumer Behavior

This marketing dissertation investigates the cultural effects of hip hop on the luxury fashion industry, focusing on its influence on consumer behavior, with Calvin Klein as a case study. The introduction outlines the interconnectedness of hip hop and fashion, highlighting changes in clothing styles and marketing strategies. The literature review explores the impact of music culture on the fashion industry, the use of hip hop artists for celebrity endorsements, and the influence of hip hop on Calvin Klein. The research methodology and data analysis sections are followed by a discussion and conclusion that summarizes the findings. The study aims to identify how hip hop culture affects hip hop fanatics and their purchasing decisions of luxury goods, examining the changes in the fashion industry, reasons for celebrity endorsements, and the impact on Calvin Klein's sales and revenue. The research addresses the problem of changing consumer needs and the challenges faced by the fashion industry, emphasizing the significance of understanding the link between music culture and fashion to increase sales and achieve business goals. The report highlights the importance of music in influencing fashion trends and consumer choices, as well as the role of celebrity endorsements in marketing.

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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