IDEAS home Printed from https://ideas.repec.org/a/ucp/jacres/doi10.1086-712609.html
   My bibliography  Save this article

Advanced Style Influencers: Confronting Gendered Ageism in Fashion and Beauty Markets

Author

Listed:
  • Ela Veresiu
  • Marie-Agnès Parmentier

Abstract

A growing body of consumer research on intersectionality in the marketplace focuses on identifying overlapping oppressive consumer identity categories, such as gender and race. Yet this work tends to prioritize microlevel agency over power relations within structures and practices of domination. Drawing on the more transformative aspects of intersectionality theory, as well as a focused media and netnographic investigation of the Advanced Style movement in North America, we examine how advanced (aged 50+) female style influencers help transform the ageist and sexist fashion and beauty markets. Specifically, these women enact two forms of embodied resistance informed by the Western dominant discourse of successful aging (deconstructing gendered and ageist fashion and defying gendered and ageist beauty) using the social media platform Instagram. We conclude with future research directions on the transformative potential of embodied resistance for various doubly oppressive gendered and ageist marketplaces.

Suggested Citation

  • Ela Veresiu & Marie-Agnès Parmentier, 2021. "Advanced Style Influencers: Confronting Gendered Ageism in Fashion and Beauty Markets," Journal of the Association for Consumer Research, University of Chicago Press, vol. 6(2), pages 263-273.
    • Handle: RePEc:ucp:jacres:doi:10.1086/712609
    DOI: 10.1086/712609
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/712609
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: http://dx.doi.org/10.1086/712609
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: https://libkey.io/10.1086/712609?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Amatulli, Cesare & Peluso, Alessandro M. & Sestino, Andrea & Guido, Gianluigi & Belk, Russell, 2023. "The influence of a lockdown on consumption: An exploratory study on generation Z's consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. María Sánchez-Román & Gadea Autric-Tamayo & Gloria Fernandez-Mayoralas & Fermina Rojo-Perez & María Silveria Agulló-Tomás & Diego Sánchez-González & Vicente Rodriguez-Rodriguez, 2022. "Social Image of Old Age, Gendered Ageism and Inclusive Places: Older People in the Media," IJERPH, MDPI, vol. 19(24), pages 1-26, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ucp:jacres:doi:10.1086/712609. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journals Division (email available below). General contact details of provider: https://www.journals.uchicago.edu/JACR .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.