Self-Esteem Brands and Marketing Essay Example | Topics and Well Written Essays - 1500 words

Self-Esteem Brands and Marketing - Essay Example Example, celebrity with healthy, beautiful tanned skin, advertises and promotes a skin cream, hinting that anybody's skin could look as beautiful if they use the cream. This of course is not true, as people with very bad skin could only hope to improve or hide their bad skin. So why not create and market a brand that gives true information to the consumer The hypothesis I would like to prove in my proposal is that the average person will more likely buy products and brands that are targeting their specific problems and concerns. My research will also show that consumers are much more informed and become antagonised when marketers under-rate their intelligence and try to prescribe what they should use, wear or look like. The underlying fact that will be proven is that customers in today's world wants to be recognised as individuals who have a choice and who are educated enough to understand what promotion and marketing strategies are untrue, superficial, threaten their individuality and questioning their intelligence. The method I will The method I will use to source my information will include surveys among 18 to 30 year old customer (men and woman) segment, with the main outcomes supported by literature information sourced from text books, journals, magazines and the internet. Due to time restriction, sampling will be restricted to 20 persons, striving to obtain an equal sample from men and woman. Introduction Self-Esteem marketing has become a hot topic highly debated by scholars and philosophers. It is within this context that my proposed research could be of great value within the fashion industry. Celebrity labels promotion and marketing may have a detrimental effect on the average customer's self-esteem. As some people may never be able to wear sexy outfits, or have nice teeth or a soft mark free skin. Yet many brands promote only perfect people, making the normal person in the street feel inferior, resulting in lowering of self-esteem. Some academics have argued that lower self-esteem leads to higher school drop out rates, lower changes of promotion in the work environment, and reduced changes for a long term relationship. This I see the main stream of fashion marketing and promotion bordering on the un-ethical and believe that "Self-Esteem Marketing" is a much more ethical approach that could be used to promote and market apparel that are better suited for the target customer segment. By meeting the unique fashion needs of a target group, it is possible to enhance their self esteem as this will show acceptance in a society. What makes different target groups unique can be seen as market niche opportunities for players in the fashion industry, which could increase sales and this the market share of companies implementing such a strategy. As an example, the marketing strategies towards Hispanics in the United States can be seen as