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Fashion and Music: A Literature Review

  • Jochen Strähle
  • Anna-Christina KriegelEmail author
Chapter
Part of the Springer Series in Fashion Business book series (SSFB)

Abstract

Purpose of the present research paper is to examine the current state of research, define dimensions of research and reveal gaps in research on the topic of ‘Fashion and Music’. To do so, the methodology of a scientific literature review was applied. The literature review revealed that music and its business mainly serve the fashion industry as influencer on trends, image building marketing tool, support of fashion processes and contributor to the development of innovative fashion products. Both industries provide identify-forming features, unify their mutual target groups in a certain lifestyle and thus enlarge their own target market. This results in increased brand awareness, image and credibility, emotionalized brand experience, differentiation and sophisticated brand identity. The present paper can serve as the basis for further research. It is limited by the time, depth and availability of data collection, the predominance of grey literature and its focus on the modern relationship of fashion and music.

Keywords

Music Fashion Musical branding Fashion retail Consumer behaviour 

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Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.School of Textiles and DesignReutlingen UniversityReutlingenGermany

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