The term fashion refers to trending clothing, it is a form of art dedicated to design of clothing and other trending lifestyle (Madinga et al., 2020). However, Brand Image can be defined “as the sum of all the subjective perceptions of a brand in the minds of consumer (Aagerup, 2018). Meanwhile, the typical user imagery is the “stereotyped perception of the generalized user of a particular brand;” formed directly by a consumer’s contact with brand users (Aagerup, 2018).
Moreover, conformity is the act of matching attitudes, beliefs, and behaviors to group norms or politics and so one is fashion (Aronson et al., 2019). Societal, organizational, institutional and social norms often establish gender differences and researchers have reported differences in the way men and women conform to social influences (Aronson et al., 2019). Women are more persuadable and more conforming than men in group pressure situations that involve surveillance (Aronson et al., 2019). This gender difference may be due to different gender roles in society. Women are generally taught to be more agreeable whereas, men are taught to be more independent (Aronson et al., 2019).
All in all, several researches and theories found that men and women conformed more when there were participants of both gender involved versus participants of the same gender (Aronson et al., 2019). Subjects in the groups with both genders were more apprehensive when there was a discrepancy amongst group members, and thus the subjects reported that doubted their own judgments. It generally arrives due to methodological bias. It is argued that because stereotypes used in studies are generally male ones more than female one, women are feeling uncertain and conformed more, which was confirmed by their results (Madinga et al., 2020).
Aagerup, U. (2018). Accessible Luxury Fashion Brand Building Via Fat Discrimination. Journal of Fashion Marketing and Management, 22(1), pp.2-16 doi:10.1108/JFMM-12-2016-0116
Aronson, E., Wilson, T. D., Akert, R. M., & Sommers, S. R. (Eds.). (2019). Social psychology (10th ed.). Boston, MA: Pearson.Chapter 8, “Conformity and Obedience: Influencing Behavior”
(Madinga et al., 2020), Modeling fashion clothing involvement among gay consumers in South Africa. Vol. 6(1) p.1-15 DOI:10.10801 Cogent Social Sciences 23311886.2020.1760415