Power, social identity and fashion consumption

The aim of the book is to contribute to the CCT research field on social identity; by placing a focus on power from a consumer perspective and studying how power can be accentuated within social identity. Theory from CCT with a focus on social identity has been used in combination with extensive literature on power and authority from a sociological perspective and literature from Fashion-Studies focusing on power-dressing, conspicuous consumption and luxury. The research question is: How is power-dressing and consumption of high-end luxury fashion brands used by female executives/senior managers in an attempt to accentuate power as a part of their social identity? In-depth semi-structured interviews were used as the main data collection method. Five female senior managers/female executives working in Stockholm were interviewed; using their fashion consumption as the works' empirical sample. The main conclusion on this study is the creation of the concept of power-coded-dressing. This book implications are that it develops the CCT field by adding a consumer-power perspective into the theoretical discourse.