THE RELATIONSHIP BETWEEN FEMINIST THEORIES AND FASHION MARKETING

Tema ovog diplomskog rada je odnos feminističkih teorija i modnog marketinga. Rad obrađuje teorije o modi koje govore o odijevanju žene od kraja 19. stoljeća do danas. Fokusira se na autore koji žensku modu promatraju iz feminističke perspektive ili kao rezultat diskriminacije žena kroz povijest. Rad analizira manifestacije oblika modnog marketinga u medijima i njih povezuje s feminističkim modnim teorijama. Opisuje karakteristike i specifičnosti marketinga u modnim časopisima i marketinga mode od strane slavnih ličnosti, ali i promocije mode od strane službenih institucija, odnosno države. Rad istražuje društvene mreže kao novi i dominantni medij s ciljem analiziranja njihovog značaja za modni marketing, ali i za život pojedinca. Kroz case study sa sponzoriranim objavama uspješnih ženskih influencera, rad prikazuje recikliranje starih ženskih uloga kroz novi medij, ali i sposobnost promjene ženskog identiteta.The topic of this thesis is the relationship between feminist theories and fashion marketing. The paper deals with theories of fashion that speak of women’s clothing from the late 19th century to the present day. It focuses on authors who view women’s fashion from a feminist perspective or as a result of discrimination against women throughout history. The paper analyzes the manifestations of forms of fashion marketing in the media and connects them with feminist fashion theories. It describes the characteristics and specifics of marketing in fashion magazines and celebrity endorsement, but also the promotion of fashion by official institutions; the state. The paper explores social networks as a new and dominant medium with the aim of analyzing their significance for fashion marketing, but also for the life of an individual. Through a case study with sponsored content of successful female influencers, the paper shows the recycling of old female roles through a new medium, but also the ability to change female identity