how they became fashion leader.
from beginning of 20th century, as society is developed and our living has been abundant, fashion leader has appeared in our society who is sensitive at fashion and leads it.

fashion leader mainly consist of entertainer, celebrity, politic leader that is focused by the public. there are lots of reasons that they are focused

for example, politicians have a role to provide vision ahead of others, so the reason the public imitate politicians is not just they look nice, but also people want to identify them with politicians as object of reputation. of course it is not the same way with entertainers, most of them are extraordinary in perspective of appearance, so the public have desire to stand out of others to mimic their fashion

in these days, there are many fashion leaders from various fields of job.who is fashion leader in your mind? g-dragon, kanye west, jihyun jeon(entertainer)/ yuna kim, michael jordan, tiger woods(athlete)/ duke of windsor, jeffrey kennedy(politician).

so why are they at the top of fashion leadership? there might be lots of reasons for that, to get the most important reason, we need to analyze consumer’s psychology. most of fashion flows from top to bottom (downward flow theory)

in normal consumer’s mind there is desire to make them same with their ideal person. and fashion marketers know it

fashion retailers and manufacturers start to use it as marketing strategy, and it is called ‘star marketing’. by using this method, fashion companies can get many advantages: commercialization, ripple effect, cognitive effect, brand value promotion, added value creation

let’s see some examples of ‘star marketing’

michael jordan: nike is famous for casting popular athletes for their commercial advertisement, product line. jordan shoes are representative example

when michael jordan was legend in the field of sports, they made shoes by using concept of michael jordan. it worked well that time, and still work on the market

yuna kim: after she won ‘world figure skating championship’, all koreans fall in love with yuna kim.to use that popularity as marketing method, hyundai motors, kb, nike officially sponsored her, samsung electronics, touslesjours, universal music, jestina made license contract.
g-dragon: world 10 fashionisar chosen by singapore daily magazine.he is beloved by many luxury designers; givenchy, chanel, saint lauren, tom brown, gucci, balmain, louis vuitton, chrome hearts, christian dior, alexander mccqueen sponsored him.
however, there are exception examples of fashion leaders.edward Ⅷ (duke of windsor), lapo elkann are exception cases.

at first, edward Ⅷ was fashion innovator who changed lots of customs that was considered as classic to conservative styles. for example, he tried shirt and knit match when he was touring golf course

in that time, official costume of golf was shirt and tie with blazer. and he loved pattern on pattern match, pattern suit

even there is way to knot tie by the name of his; windsor knot. actually english tailors divide conservative suit era before and after edward Ⅷ   (이하 생략)