Gender Fluidity in the Age of Technologically Mediated Environments: Implications for Fashion Industry

Hickman, Mary-Kate and Ozuem, Wilson and Okoya, Jummy (2017) Gender Fluidity in the Age of Technologically Mediated Environments: Implications for Fashion Industry. In: Digital Marketing Strategies for Fashion and Luxury Brands. IGI Global, Hershey, pp. 22-61. ISBN 9781522526971

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Abstract

Gender is a concept that has evolved with time, varying its meaning and relevance regularly. Today, it manifests across many facets of life. Whilst theories of gender began as a device to categorise individuals and groups, these have evolved into a broad, complex system of identification to describe the uniqueness of the individual. Central to the discussion of gender is the question of how we can understand human conduct and experience in technologically laden marketing environments. Drawing on extant theories, the current chapter examines how the technologically mediated marketing environment (TMME) is increasingly challenging fashion and luxury marketers to reconsider their marketing communications strategies, particularly with the impact of evolving Internet technologies such as social media platforms. The concluding section offers further agenda for future research.

Item Type: Book Section
Additional Information: DOI: 10.4018/978-1-5225-2697-1.ch002 Chapter 2
Uncontrolled Keywords: Marketing; Fashion; Luxury brands
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Phil Davis
Date Deposited: 06 Dec 2017 12:54
Last Modified: 06 Dec 2017 12:54
URI: http://eprints.glos.ac.uk/id/eprint/5205

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