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]]>Some women were given the right to vote in 1918, yet women are still under-represented in positions of power; the pace of change is glacially slow, and if we keep changing at the current rate, women will quite rightly be looking back in 100 years’ time and wondering why their mothers and grandmothers allowed patriarchy, misogyny, and masculine hegemony to become so normalized that they survived so long. The reasons why change to date has been so slow are many and complex, and there are no simple solutions that, when implemented, will create a perfect, gender balanced world, not least because there are too many different opinions about what a perfect world might look like.
For each of us, our beliefs and opinions are influenced by a range of external factors, including culture, family, background, education, and experience, and internal factors, including personality, values, beliefs, and the learning we gain from our experiences. For each of us, the combination of those factors is unique. Some people see the world in absolute terms, with binary or dichotomous thinking; things are either right or wrong, good or bad, and there is little or no room for nuances or complexity. Others see the world with relativistic thinking; they see nuance, embrace ambiguity, recognize context, complexity, and relationships, and can consider multiple perspectives, seeing situations on a spectrum rather than as binary choices. Neither of these ways of seeing the world is right or wrong; we are all different, however, it comes as no surprise that we all have different opinions, ideas, and visions of what a perfect world might be like.
I happen to see many choices on a spectrum with no clear or simple binary choice; I frequently see more than one perspective, and both sides of an argument – I have been accused of being indecisive while I internally weigh up the options which confront me. There are times when I have (fleetingly) thought that arguments would be simpler if I could just hold onto one perspective and remain entrenched in that view, rather than being open to consideration of different ideas. That does not mean that I wish to become entrenched; I embrace the value of cognitive flexibility. I enjoy a good debate, whether that is between me and others, or with what I refer to in Gender Equality in the Professional Workplace, as my alter ego. In the book, I have coined the term autoduoethnography to describe this approach. Duoethnography is a qualitative research approach in which researchers experiences are explored and interrogated through conversation. In autoduoethnography, those conversations represent exploration of the different perspectives that an individual can see; conversations with oneself. My personal experiences are inevitably and intentionally woven into the narrative of the book, and strongly, unashamedly influence the content. I also draw on academic literature and contemporary news articles to give context and substance to my narrative in the hope that in every chapter, the reader will find previously unknown facts, ideas, or opinions; I sincerely hope that reading my words causes the reader to feel emotion, whether that be agreement, outrage, disbelief, empathy, or a reminder of personal experiences. I want the narrative in the book to trigger conversations, the sharing of ideas, and to sow the seeds for transformative action and change.
I write from several academic perspectives, and for each I dedicate a chapter which begins with a discussion of relevant academic and contemporary literature, and ends with an autoduoethnographic discussion, a summary of key ideas, and a collection of ‘food for thought’ points which are potentially the conversation starters. My first perspective is Radical Feminism and Patriarchy; if your first mental image of a radical feminist is a middle-aged, bra-burning white woman with unshaved legs and hairy armpits, waving a man-hating placard, then you have fallen for an outdated stereotype and misunderstand who we are. Not all radical feminists are militant activists, we do not seek to steal men’s jobs or to replace patriarchy with matriarchal dominance. We seek a fair balance of power in a society where life choices are not determined by gender. Yes, of course, you can be an activist and make yourself visible; however, there are other ways to use your voice for change. What is important is that we (whatever our gender) are prepared to make changes to our attitudes, behaviours, and expectations, and that we question and challenge current societal norms, advocating for change. When your grandchildren ask you what you did to address gender imbalances in society, what will you tell them?
My second perspective is Ecofeminism, which stems from an integration of ideas from the feminist, ecology, and peace movements of the 1970s and 1980s. Feminism runs through its core; however, ecofeminism extends beyond the rights of women to those of every living thing, human and non-human, with an aim of ecological sustainability. There are different perspectives in ecofeminism that share the inseparable and intertwined objectives to end human oppression and the exploitation and degradation of the planet. The current approach to capitalism and organisational ownership is patriarchal, linear, and based on the principles of share ownership, shareholder reward, production, and productivity, where we move from the depletion of one natural resource to another. Environmental sustainability requires a shift from the depletion of resources to a natural cycle, aligned with reproduction, recycling, and replenishment; a more feminine approach. Women’s activism has made a significant impact on the environmental agenda, and greater gender balance in organisational leadership is likely to encourage a shift from traditional profit-focused shareholder ownership to one that considers the organisational impact on all stakeholders, including the planet, as well as the need for financial sustainability. As consumers, we can also influence change through the purchasing choices we make.
When I first thought about the concepts of equality of opportunity and equality of outcomes, I thought they were merely different ways of expressing the same thing. In fact, the basic principle behind equality of opportunity in the work context is that no one should be barred from an occupation on the grounds of their personal characteristics; jobs should be open to all, and once in a role, natural talents and ability should determine a person’s progress. Positive action is associated with equality of opportunity, as a way of levelling the playing field and enabling access to all. On the other hand, equality of outcomes aims to ensure that those who are disadvantaged can make gains and have access to resources and experiences not currently open to them. Affirmative action is associated with equality of outcomes and includes approaches such as quotas and women-only shortlists. Fundamental to this approach is the redistribution of wealth and resources to reduce the gap between the haves and the have-nots, on the basis that if the disadvantaged have more resources, then they will be able to participate more fully in society. Both approaches have their critics; they seem to me to be underpinned by different political philosophies, and arguably, neither is sustainable in a culture where there is institutional and systemic bias and discrimination.
There are several metaphors which seek to explain the lack of progress of women in organisations, these include glass ceilings and sticky floors, as well as glass elevators, glass cliffs, broken rungs, and ladders pulled up behind those women who have made it to the top. Some of the data is stark; the Trade Union Council (TUC) reported that in 2024 the gender pay gap in the UK was 14.3% and reducing at a rate that means it will take at least 20 years to close. This is a more optimistic forecast than some. Women are seven times more likely to leave, or never enter the labour market due to caring duties, than men, and traditionally low-paid jobs such as caring for the elderly, child care, and primary school teaching are more likely to be done by women than by men (TUC, 2024). In these caring professions, however, there is a disproportionate number of men in senior positions. The reasons behind gender pay gaps, unequal representation in senior roles and the speed with which men and women progress through the organisational hierarchy are many and complex; there are some great examples of successful women, there are more examples of women trapped in low paid work, or seeing themselves overtaken in the ‘rat race’ by men. We must be encouraged by the successes, but never lose sight of the reality for many who face structural inequality and bias in society and in the workplace. We cannot continue to accept male-centric societal and workplace structures as the norm; we must have the courage and drive to challenge and question the status quo, and to support, rather than criticise, those others (regardless of gender) whom we see acting with that courage and drive.
The final perspective included is that of futures and foresight learning (FFL), a term introduced by Professor Jeff Gold (Gold et al. 2024), which has its origins in methods of strategic forecasting and scenario planning, and which focusses on the power of the learning to be gained by thinking about the potential future consequences of the decisions we make today. I explore some of the theoretical background to FFL and then run through a detailed example using my take on the approach, 4 mini-scenarios, and reverse extrapolation (4MSRE). What really struck me in working through this example is how easy it is to become complacent about decision making in the present, underestimating the significant consequences that might occur in 10- or 20-years’ time. Every time we make a decision today that accepts, or fails to challenge the gendered status quo, potentially embed that status quo in society and in the workplace for years to come. As I write today, the Chancellor of the Exchequer is preparing to announce her Spending Review; media channels have been sharing information and expectations for weeks, so there will be few surprises in her speech. She has her supporters, critics, and opponents within her own party and the opposition; a common response to what she is expected to say is ‘where will the money come from’ and ‘what will that promise actually cost.’ These are sound and sensible questions; however, the relative short-termism of many political and organisational decisions means that we become averse to risk and take the easy, rationally costed route, which in the longer term merely entrenches attitudes and approaches that no longer serve the requirements of an evolving society. Getting the right balance of risk, stability, and progress is challenging, and we need to ensure that we learn from our decisions and consider, always, the potential future consequences of what we do today. If we decide today, and within a few months make a U-turn, we can dress it up as good governance and a willingness to listen; however, the real question is whether we could have foreseen the consequences of our initial decision and made a better one. Post justification is not a real, long-term strategy.
Never accept that sexism, bias, and discrimination are just a normal part of society; they should not be. It is incumbent on every feminist to do something to dismantle the patriarchal norms that constrain us and prevent gender equality. Be the best feminist role model you can be, and remember that every action starts with a thought, an idea, a conversation, and the conviction that together we can effect change.
Karen’s book can be purchased from Emerald’s bookstore. The book has been published as part of the Women, Economy, and Labour Relations book series. Check all titles here.
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]]>In the digital age, Big Data has become a force in shaping decision-making, business strategies, and technological advancements. BD has been referred to as presenting a new era as it is one of the most talked about management ideas. However, its rise to popularity has been due to its positioning of management fashion theory. The analysis of Big Data highlights the various roles of IT firms, consulting firms, and social media. It amplifies its significance and provides a better view of how trends emerge and evolve over time.
To start, the management fashion theory suggests that certain trends gain popularity mainly due to the efforts of influential actors who promote and legitimize them. Moreover, consulting firms and IT companies play a significant role by emphasizing Big Data’s potential to upgrade industries by creating a sense of urgency. Similarly, business school academics contribute to Big Data by conducting research and offering courses and insight on the subject. Moreover, scholarly articles and other publications reinforce the notion of Big Data by providing insight that it isn’t just a passing trend. As academics provide this insight, social media and business publications create the hype for BD, compelling others to engage. Big Data produces signs that it isn’t just mere hype but can be a lasting paradigm.
BD has somewhat moved past just the fashion phase and is now embedded in business practices and technological foundations. Companies have invested in BD technologies, as well as governments have incorporated BD strategies. However, that does not mean the BD evolution is complete. Big Data is subject to transformation and reinterpretation similar to previous management fashions. Technologies like artificial intelligence can potentially reshape the Big Data landscape with technological upgrades. This relays that BD can remain a significant force in different forms. BD has risen tremendously in recent years due to management ideas talked about in print and social media outlets. With the wide variety of BD events that have raised its popularity, they became known as a top management tool and trend.
For businesses, understanding Big Data as a management fashion offers valuable insight on how certain trends emerge or fade. It’s important for companies to be critical in assessing whether BD aligns with their strategic goals as it is a powerful tool for data analysis and decision-making. BD allows successful implementation when having a well-defined purpose and a clear integration strategy. As BD’s landscape continually evolves, firms must remain adaptable as this will ensure BD investments will bring accurate benefits instead of costly experiments.
In conclusion, the rise of Big Data as a management fashion emphasizes the interaction between technological innovation and social construction. While Big Data’s diffusion was fueled by key actors mentioned above, in the business and academic world, its lasting impact depends on its ability to deliver value way beyond the hype and popularity. As organizations will continually try to navigate the innovation of BD’s landscape, they must recognize both its opportunities and background information of its rise, as it will be essential in making strategic and informed decisions.
Reference
Madsen, D. Ø., & Stenheim, T. (2016). Big Data viewed through the lens of management fashion theory. Cogent Business & Management, 3(1). https://doi.org/10.1080/23311975.2016.1165072
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Today the world revolves heavily around the media. Celebrities play a major part in the advertising, entertainment, and political world. Each celebrity has a very specific image that they want the world to see them in. In Kate Fitch’s article, she shows how PR plays a large role in creating fame and a good image. Fitch believes that PR is more than just about fixing crises and planning publicity stunts. PR is about helping make a narrative and playing with what really happened and what they want it to look like. Although in today’s world these are more noticeable.
Fitch makes it noted that celebrities do not have a career without the people who support them. This means the PR people need to make sure there is a bridge between both parties of people. The idea is that celebrities do not just become lucky they instead have good promotions. They need to be seen such as interviews and be the face of different things. Along with that these things need to be in a positive light.
The case studies of Australian publicists Max Markson and Roxy Jacenko draw on how PR strategies change in each situation. Markson shows the old-school approach relying on things like traditional media coverage and grabbing attention by using publicity stunts. On the other side, Jacenko wants to use social media influence more. Such as personal branding. Social media has many different types of people now from celebrities to micro celebrities. PR has become bigger than just the Hollywood stars and singers. Today self-promotion is becoming more and more common with social media influencers. Influencers want to stay in the eye of the public and do things that will create a good view of them.
Fitch brings up the commodification of personal identity as well. Mostly through the eyes of influencers like Pixie Curtis. She is a child celebrity who has her PR managed by her mother. This is a direct example of PR crossing the line between personal life and commercial enterprise. Fitch points out the ethical complexities of celebrity PR. Something that goes into this majorly is the stretching of the truth. When does the line become lying? Publicists show narratives that lead people to believe what they want them to see. Along with that the view of putting children online could be seen as exploitation and brings up questions about consent, and privacy. Throughout the article we are pushed to look at PR as a big influence in not just how we see celebrities but also as a society with values and different views. There is a large range of people who use and rely on PR strategies. Fitch wants to show everyone that the power that PR has should not be something that is so easily overlooked by the public.
Public relations is the hidden hand. PR has its hand in everything and many times we do not even realize it. Although in recent times it has become more noticeable in the current times. We need to understand the importance of PR so that it gives us a better understanding of why things are the way they are and how things are shaped.
Reference
Fitch, K. (2017). Seeing ‘the unseen hand’: Celebrity, promotion and public relations. Public Relations Inquiry, 6(2), 157-169. https://doi.org/10.1177/2046147X17709064 (Original work published 2017)
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There is an old Greek Proverb that says, “A society grows great when old men plant trees in whose shade they shall never sit ”As members of the human race, it is our responsibility to encourage behaviors that have a lasting impact on the earth. Sustainability is a tool we can use to preserve the earth”.
The fashion industry is one of the leading causes of pollution. In today’s age, trends are constantly changing, and style is continuously evolving. There is a societal expectation to keep up with these trends, and because of this, industries such as fast fashion are booming.
Technology is a blessing and a curse. It has given us the ability to save lives, but it has also had serious mental implications on what we expect of ourselves through comparison. The internet is not going anywhere but one useful way we can use the internet is to keep our favorite fashion brands accountable through corporate social responsibility (CSR).
Researchers, K. Kwon and J. Lee, at Florida State University dove deep into the ways consumers are encouraging CSR and its effects on the brand image. Overall, they found consumers respond best to companies that disclose their CSR practices and share information with consumers. This benefits the brand’s image, cultivates a positive relationship between the company and its consumers, and encourages action from new consumers.
Social media has opened the door for companies to share these practices. Luxury and fast fashion have different social media goals regarding their brand image and target consumers; however, they are united with the same goal of CSR. Another key aspect of CSR practices is framing. Researchers found consumers respond best to visual content with earth tones and imagery. Life is all about balance so consumers also encourage brands to frame their sustainable practices organically; an aggressive advertisement approach could have a counterintuitive effect.
Thanks to these demands by consumers a space has opened in the market for an affordable company with a foundation of sustainability. One brand whose excelling in filling that gap is Quince. Quince was started by professionals who built a career in luxury brands and wanted to make that quality more accessible to the consumer. Their brand is founded on quality, sustainability, transparency, and affordability.
Life is about finding the balance between our forces. The world is constantly evolving, and Quince has taken a step forward in integrating sustainable practices into standard CSR practices.
To wrap it all up, people go things change but enforcing CSR is a great way to protect this planet we call home. Sustainability is an avenue for us to protect the earth. One small brand like Quince, founded on sustainability will blossom into inspiration for existing and future brands to integrate similar practices and push toward a better future.
Reference
Kwon, K. and Lee, J. (2021), “Corporate social responsibility advertising in social media: a content analysis of the fashion industry’s CSR advertising on Instagram”, Corporate Communications: An International Journal, Vol. 26 No. 4, pp. 700-715. https://doi.org/10.1108/CCIJ-01-2021-0016
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Personal branding has been essential to success in the fashion industry in the current digital era, particularly for bloggers and influencers. Evita Nuh, an Indonesian fashion blogger who has developed a strong and distinctive brand identity from an early age, is a noteworthy example of this. The academic paper Personal Brand Establishment of Evita Nuh as Young Indonesian Fashion Blogger examines how she has established a reputation outside of Indonesia and successfully negotiated the competitive environment of fashion blogging.
At the age of nine, Evita Nuh launched her fashion blog, JellyJellyBeans, and gradually built a devoted fan base. Her accomplishments demonstrate the value of personal branding in the online fashion industry. Peter Montoya’s Eight Laws of Personal Branding—specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill—are in line with her branding, the study finds.
Evita’s success is mainly due to her area of expertise. She stands out from other fashion bloggers thanks to her distinct sense of style, which is influenced by Japanese and Korean fashion. She stands out in the busy digital scene due to her consistent style and ability to choose clothing that expresses her individuality. The Law of Specialization, which stresses concentrating on a niche to develop a powerful brand, is consistent with this.
Her leadership in the fashion blogging industry is another important factor. Despite her youth, she started contributing to Go! Girl Magazine on a regular basis and even started her own clothing line, Little Nuh, which was followed by a bag line called EN.PENS. Her reputation as a fashion guru was strengthened by these business endeavors, which also enabled her to become known as a trendsetter rather than only a blogger.
Another significant aspect of Evita’s brand is her authenticity. Even though she has been open about her battles with social anxiety and Asperger’s syndrome, her fans still adore her for it. On the contrary, it has improved their relationship with her, demonstrating the value of vulnerability in personal branding. Her ability to find a balance between professionalism and openness shows how an excellent personal brand can flourish even while revealing personal struggles.
Another essential component of her brand’s success is visibility. She has remained relevant in the digital fashion industry by utilizing social media platforms and incorporating her blog with Instagram and other channels. Her reach and influence have grown as a result of her cross-platform presence.
Lastly, Evita’s longevity can be credited to her determination in upholding her brand identity. Even though fashion trends shift quickly, she has maintained her distinctive style, so her fans will always be able to identify it. Her status as a respected fashion influencer is further supported by the fact that her blog continues to be a useful source of product evaluations, fashion inspiration, and personal insights.
Evita Nuh’s journey demonstrates how crucial personal branding is to fashion blogging success. Fashion bloggers may make a lasting impression by remaining true to themselves, staying authentic, and regularly interacting with their followers. Aspiring influencers trying to find their place in the industry can find inspiration in her story.
Reference
The chapter can be downloaded from this link: https://eprints.ums.ac.id/85766/1/10.%20Multiple%20Platform%20in%20Transformative%20Public%20Relations,%20Cultural%20and%20Tourism.pdf#page=175
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In recent years, the fashion industry has faced issues regarding its sustainability practices. Not all fashion companies are as committed to staying green as others are. A recent study has shown that many companies in the fashion industry are not speaking up about deadstock and overstock. This silence is not coincidental; this is their way of ignoring the reality of overproduction. The study, “Strategic Silence in Corporate Communication Concerning Deadstock and Overstock in the Fashion Industry,” conducted by Denisa Hejlova, Angga Ariestya, Petra Koudelkova, and Sona Schneiderova, looked at sustainability reports from 95 companies that signed the UN Global Compact’s Fashion Industry Charter for Climate Action. This study reveals that only 20% of companies comment on the issue of deadstock despite its environmental impact.
The overarching problem is defined by the overproduction and deadstock the fashion industry produces. Deadstock are the products produced that are not consumed, used, or purchased by consumers that inevitably end up discarded or destroyed. In contrast, overstock refers to the production of items that do not make it to consumers to be purchased. These are two key facets the fashion industry possesses that are indicative of their unsustainability and overproduction issues. With an everchanging consumer bias, fashion companies continue to produce large amounts of products that they know will either not reach consumers or be sold. Many companies’ corporate reports contain discrepancies to mitigate these uncomfortable truths that need to be addressed.
The study identifies many ways in which companies maintain “strategic silence” by avoiding difficult conversation topics such as overproduction and deadstock and focusing on their reuse of materials instead. This façade allows companies to maintain the front of sustainability without confronting the real issues the fashion industry as a whole faces. This habit also undermines stakeholders who are increasingly demanding transparency and accountability.
This study reflects the importance of requiring open, honest dialogue from corporate companies, especially regarding their policies on sustainability and waste. The implications of poor use of these resources affect more people than just customers alike, and silence can be more detrimental than consumers know. From environmental damage caused by incinerating excess stock, like that seen in Sweden’s Västerås power plant scandal, to the tragic textile waste dumped in places like Africa and the Atacama Desert, these issues cannot be ignored or brushed under the rug. We need to talk about the detrimental effects the fashion industry can have on our environment as a whole.
We, as a society, cannot continue down a path that ignores the uncomfortable realities the fashion industry endorses through over and deadstock. We need more transparent reporting as a fundamental value regarding corporate sustainability efforts. The lack of transparency can no longer be chalked up to corporate miscommunication. Consumers, investors, and other stakeholders are demanding more from brands – they want to know how companies are addressing waste and excess production in real, measurable ways.
The CommsWomen advocacy initiative stands for responsible, honest, and inclusive communication, and in the context of the fashion industry, this means holding companies accountable for what they choose to silence. It is important to build and show that companies’ transparency in these regards will build consumers’ trust and also lead to a more sustainable and ethical future.
As consumers and communicators, we are given the responsibility of ensuring that necessary changes and conversations happen. Advocacy on issues like sustainability that the fashion industry faces will encourage brands to stop silencing the issues that matter to the whole of mankind. We live in a time where the fashion industry is responsible for stepping out, acknowledging, and making sustainability its most important priority yet.
Reference
Hejlova, D., Ariestya, A., Koudelkova, P. and Schneiderova, S. (2025), “Strategic silence in corporate communication concerning deadstock and overstock in the fashion industry”, Corporate Communications: An International Journal, Vol. 30 No. 2, pp. 294-312. https://doi.org/10.1108/CCIJ-12-2023-0183
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In this post on the Comms Women platform, Peyton Abbott, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Monica Titton on fashion and identity, published in Fashion Theory (Taylor & Francis).
In Monica Titton’s article on fashionable personae, she explores just that. In her piece “Fashionable Personae: Self-Identity and Enactments of Fashion Narratives in Fashion Blogs,” Titton unpacks how fashion can produce an identity. In Titton’s article, she discusses the “fashionable persona”. Your fashionable persona is more than just clothes. It can be a way of identifying yourself. She describes it that the “fashionable persona” is understood as a situated, narrative, and performative character developed by bloggers specifically for their blogs that is anchored simultaneously in the blogger’s self-identity and in the enactment of collective cultural narratives.” Her key points of the “fashionable persona” were discursive construction, the bodily enactment, and the self-actualization of fashion bloggers as economic subjects. This stood out to me because I have always thought that fashion can be a way to express yourself outwardly to communicate with others. When you are dressing for an occasion, that can convey a multitude of possible stories for your night. You could be attending a gala, preparing for an interview, or heading to a brunch with your girlfriends. All outfits declare a different adventure to the eye.
Today Titton’s beliefs stay true. Personal style becomes a form of self-expression and can even be a way to communicate. Fashion is an extension of self. For example, we tend to present ourselves online differently than we do in different situations. Just like she explained in her article, people can manipulate how their image can be perceived through blogs or other social media outlets. Today, influencers create ready with me videos, a popular form of video content where they get ready for the day. The content creator shows the steps of doing their makeup and picking out an outfit. Maybe they want to be edgy and stand out, so they show their creativity through unique wardrobe choices. This is a great example of showing just how fashion relates to identity.
Bloggers can create an identity through their style choices, aesthetics, and words. Just like you can pick and tell a story with words in a video or write a story in a blog, you can choose your narrative with your attire. Telling a story through fashion happens more often than you may even intend. For example, if you simply want to be trendy, you can communicate that what you really want is to fit in without even meaning to in the first place. Our need to fit in inherently leads to making fashion choices that express this need. What other emotions can dictate our attire or how we describe our sense of fashion? What does our “fashion persona” really say about us?
After reading Titton’s article, I am further impressed by fashion and its communication abilities. The way we can tell a story through what we write and wear is remarkable. I specifically enjoyed reading the sample blog posts and how she went into detail about how it relate to the “fashionable persona” idea. How does your fashion define your identity?
Full Article Reference: Titton, M. (2015). Fashionable Personae: Self-identity and Enactments of Fashion Narratives in Fashion Blogs. Fashion Theory, 19(2), 201–220. https://doi.org/10.2752/175174115X14168357992391
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In this post on the Comms Women platform, Rachel Roth, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Thalita Freitas, Davi Brecia, and Juliana Maria Magalhaes Christino on destigmatisation of thrift stores, published in Journal of Fashion Marketing and Management (Emerald).
In recent years, the perception of second-hand shopping has undergone a significant transformation. What was once stigmatized as a last resort for the financially disadvantaged is now celebrated as a sustainable and trendy choice. This shift is particularly evident in the realm of children’s thrift stores, as explored in the study “From Stigma to Trend: The Destigmatization of Children’s Thrift Stores in the Light of Social Practice Theory” by Thalita Freitas, Davi Brecia, and Juliana Maria Magalhaes Christino.
The study delves into the destigmatization of second-hand consumption in a developing country, using social practice theory to analyze media and institutional discourses. It identifies key themes that have reshaped the perception of children’s thrift stores, turning them into a viable and even desirable option for parents.
One of the most intriguing aspects of the study is the introduction of the “gear of practice” framework. This model illustrates how various practices intersect to destigmatize second-hand consumption. The framework consists of three circuits of practices involving suppliers, thrift store owners, and customers. Each group plays a crucial role in shaping the meaning and perceptions associated with second-hand goods.
For instance, suppliers contribute by providing high-quality, gently used items. Thrift store owners curate these items, creating an appealing shopping environment that rivals traditional retail stores. Customers, in turn, participate by choosing to shop second-hand, driven by motivations such as sustainability, economic advantages, and the desire to be part of a new trend.
The study highlights the significant role of media and institutional discourses in changing public perceptions. Positive media coverage and the endorsements from influential figures have helped to normalize and even glamorize second-hand shopping. Additionally, institutional support, such as government policies promoting sustainable consumption, has further legitimized the practice.
One of the primary drivers behind the destigmatization of children’s thrift stores is the growing awareness of sustainability. As environmental concerns become more pressing, consumers are increasingly seeking ways to reduce their carbon footprint. Shopping second-hand is an effective way to extend the lifecycle of products, reducing waste and conserving resources.
Moreover, the economic benefits of thrift shopping cannot be overlooked. For many families, purchasing second-hand items allows them to save money without compromising on quality. This is particularly important in a developing country context where financial constraints are a significant consideration for many households.
A shift towards second-hand shopping is not just a practical choice; it has also become a fashionable trend. Influencers and celebrities are often seen sporting thrifted outfits, further boosting the appeal of second-hand stores. This trend is especially pronounced among the younger generation, who are more likely to prioritize sustainability and ethical consumption.
The destigmatization of children’s thrift stores is a testament to the power of collective practices and changing societal values. As more people embrace secondhand shopping, it is likely that this trend will continue to grow, contributing to a more sustainable and economically inclusive future. By understanding the dynamics at play, we can better appreciate the significance of this shift and its potential to reshape the fashion industry.
Full Article Reference: Freitas, T., Brescia, D. and Christino, J.M.M. (2025), “From stigma to trend: the destigmatization of children’s thrift stores in the light of social practice theory”, Journal of Fashion Marketing and Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFMM-03-2024-0080
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In this post on the Comms Women platform, Sarah Vance Harrison, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Karen de Perthuis on fashion photography published in Fashion Theory (Taylor & Francis).
In an age where taking and accessing photos is made easier through the use of phones and the internet, what constitutes a fashion photograph is changing. Information and fashion have spread quicker in the digital age, with fashion blogs serving as a source of commentary and influence with their use of photographs. Karen de Perthuis’ 2016 article “People in Fashionable Clothes: Street Style Blogs and the Ontology of the Fashion Photograph” explores the characteristics of fashion photography and whether the images used in street style blogs can be considered fashion photography.
The article first looks at the characteristics of traditional fashion photography. According to de Perthuis (2016), “The primary function of the fashion photograph is commercial” (p. 528). Fashion photography is meant to persuade and influence consumers to partake in the consumption of fashion. The traditional fashion system relies on driving commerce through staged photographs of models taken by experts. This exclusivity and expertise have led to a limit in what has been considered fashion photography.
Street style blogs started to emerge in the mid-2000s to serve as an escape from the commercialization of traditional photographs and put fashion in the hands of “real” people. Street style photographs portray individuals wearing their own personal clothing out in public. Everyone from celebrities to strangers can be captured in street style photography, and everyone from expert to amateur photographers can take such photographs. Streety style blogs provide a platform for conversation about fashion between bloggers and consumers, promoting more accessibility in the fashion industry. A notable example of a street style blog mentioned by de Perthuis is The Sartorialist by Scott Schuman, which is one of the first blogs to successfully break into the fashion industry. Started in 2005, Schuman’s blog allows readers to interact with posts and creates an open dialogue that pulls back the curtain on some of the mystery surrounding fashion photographs.
While they started as a counter to the elitism and exclusivity of the fashion industry, de Perthuis argues that street style blogs can also be commercial in nature like traditional fashion photographs. Some street style photographs present fashion in a seemingly authentic and candid way when they are, in reality, manufactured like a traditional fashion photograph. More and more street photography is now staged and part of scheduled shoots. Although many of these street style blogs are driving consumption and are not as impromptu as they once were, they still do so in a more personal manner than traditional fashion photographs. As de Perthuis (2016) says, the nature of a street style photography blog is a “process of observation, identification and instruction” (pp. 537-538). The conversations had on the comment sections of street style fashion photography blogs provide a way for consumers to give input and contribute to the fashion depicted.
Overall, de Perthuis’ article is insightful and provides an informative look into how street style blogs have evolved and changed the narrative around fashion photography. Her article challenges common notions surrounding fashion photography and encourages a closer examination of street style photographs. While street style blogs contribute to the commercialization of fashion, they also present fashion in a more give-and-take way. It remains to be seen whether street style blogs will transcend or fit into the scope of fashion photography.
Full Article Reference: de Perthuis, K. (2015). People in Fashionable Clothes: Street Style Blogs and the Ontology of the Fashion Photograph. Fashion Theory, 20(5), 523–543. https://doi.org/10.1080/1362704X.2015.1115656
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In this post on the Comms Women platform, Schuyler Noordhoff, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Yukyung Lee and Carolyn A. Lin on sustainability and advertising, published in the Corporate Communications journal (Emerald).
Sustainability has never been more important for brand acceptance. Generation Z’s passion for environmental health makes sustainability a key factor in their choice of which brands to support and which ones to remove from their wardrobe. Yukyung Lee and Carolyn A. Lin’s study, “The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand,” examines college students’ responses to sustainable advertising and its effectiveness in improving a brand’s corporate social responsibility (CSR) image. This blog will explore the significance of Lee and Lin’s findings and the impact this has on the fashion industry.
Having a strong CSR image is essential for earning customer attention and loyalty. People are more likely to support and purchase from brands that are genuinely committed to sustainability. As environmental concerns grow, brands must respond accordingly with their brand identity. If consumers believe a brand produces sustainable products, its CSR image will improve, and consumer engagement will increase.
CSR is becoming especially important in the fashion industry. As many clothing brands have been exposed recently for their lack of attention to their products’ effects on the environment, a sustainable and environmentally conscious CSR image is essential to maintaining a good reputation. There are many brands, including Patagonia, H&M, and Zara, who have notably improved their CSR image through their sustainable practices and advertisements. However, brands must be careful about the way they advertise because consumers do not want to be misled to believe a brand is environmentally conscious when they are not truly practicing sustainability. It is important to find the middle ground between greenwashing and greenhushing because consumers do not want brands to overstate or diminish their sustainability practices.
In Lee and Lin’s experiment, they advertised the exact same sweater with different messaging. One message highlighted how fashionable the sweater was, while the other emphasized the sustainability of using recycled cashmere. The results proved that the sustainable advertisement positively affected the brand’s CSR image. This, therefore, positively affected the students’ perspective of the brand, which makes them more likely to become loyal customers to this brand.
For brands desiring to strengthen their CSR image and connect with economically conscious consumers, they should focus on being transparent. Brands need to be clear when advertising the sustainability of their products. Vague statements like “eco-friendly” and “sustainable” are not convincing to consumers. Rather than simply labeling something as sustainable, provide specific details to explain what about the product is sustainable. Consumers are looking for brands they can trust. The more detail a brand provides about its sustainability practices, the more genuine the brand appears to consumers.
Sustainability cannot be ignored with the state of our environment and the state of the fashion industry. Brands that take sustainability seriously will see the benefits in their customer loyalty and brand reputation. Gen Z specifically has the power to change the fashion industry by demanding higher sustainability standards and more transparency from companies. It is the brand’s responsibility to produce sustainable products and the people’s responsibility to make educated decisions about which brands to support. These decisions will decide the future of our environment and the future of fashion.
Full Article Reference: Lee, Y. and Lin, C.A. (2022), “The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand”, Corporate Communications: An International Journal, Vol. 27 No. 2, pp. 388-403. https://doi.org/10.1108/CCIJ-05-2021-0051
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