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How does the concept of 'lifestyle' influence the way clothes are presented in advertising and/or shops?
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Style and Consumption How does the concept of 'lifestyle' influence the way clothes are presented in advertising and/or shops? "The term 'lifestyle' is currently in Vogue. While the term has a more restricted sociological meaning in reference to distinctive style of life of specific status groups, within contemporary consumer culture it connotes individuality, self-expression, and a self-consciousness... we are moving towards a society without fixed status groups in which the adoption of styles of life (manifest in choice of clothes, leisure activities, consumer goods, body disposition) which are fixed to specific groups have been surpassed."1 Lifestyle affects the way clothes are presented in shops or advertising. A certain brand of clothing is advertised in different terms according to the consumer needs and how the consumer's lifestyle is presented whilst they are wearing those clothes. For example, TopShop clothes are for people who can afford a low to middle price range. Their advertisements...
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