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Noteworthy from high end to high street : here comes the Yummy, a men’s fashion phenomenon

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Noteworthy from high end to high street : here comes the Yummy, a men’s fashion phenomenon

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QUOTES: “[This] research report […] gives the reader a descriptive and analytical answer as to who this new male fashion customer [the Yummy] is, how he was born and what impact he has on the fashion industry.” - [It’s result is a] booklet containing the introductory description as well as five profile images and captions of the Yummy’s characteristics.” – DESCRIPTION: The first chapter provides the reader with important historical background knowledge in the field of menswear. Analyzing six influential style icons, such as King Charles II, the Macaroni James Fox, the dandy Beau Brummell, the Duke of Windsor, the fictional Mod character Jimmy Cooper and David Beckham, makes it clear that menswear is, unlike common belief, not a timeless phenomenon and that men have changed their societal role as a fashion consumer according to the prevailing social environment. The second chapter picks up on this fast paced development and analyses the most relevant social developments of the past decades, such as the feminist movement, which resulted in the dominating male fashion profiles of the Spornosexual and the “Mad Man”. [….] The so-called “young urban male” fashion customer is being described and analyzed in the third chapter. This part of the thesis includes a detailed description of the Yummy, a term coined by the banking and financial services organization HSBC, as well as a clear explanation of why he is a customer of various price segments and how his fashion attitude can be spotted in terms of product preferences and brand values.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2015
TypeBachelorscriptie
TaalEngels

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