Marketing in action Essay Example | Topics and Well Written Essays - 1500 words

Marketing in action - Essay ExampleThis is a medium sized cargon that fits within the requirement of the paper (Smith, Berry, & Pulford 2002). The BMW 3 serial model is simply an economy model and precise efficient and doing well in the market. This car is approximately 4, 5 meter long and is reported to toll 26,000 dollars and subsequently offers space for five adults. The competitors of BMW 3 series involve Audi A4, Opel Vectra, Mercedes Benz C Class, Mazda 6, Volkswagen Passat, and Ford Mondeo (Kotler 1994).The basic reasons that necessitate the division of the market into very small segments include easier marketing. This simply indicates the fact that it is easier to address the various needs of the smaller groups of consumers, specifically if they have several characteristics that are common. Further, it helps in finding the niches which simply means that when the un-served or under-served markets are recognized. Segmentation can make it possible for a new product or compan y to target a market that is less occlude or that which has new consumers (Smith, Berry, & Pulford 2002). Finally, it also helps a company be efficient which simply means efficient use of the marketing resources through focusing on some of the best segments for the offering such as promotion, product, place, and price. Segmentation, targeting and positioning can therefore ensure that the company does not send its messages or products to the wrong individuals (David 2001). withdrawal of the market simply starts with defining of the entire market. After division of the market into different segments, a particular segment that is seen as profitable should be selected. The very last two steps are reported to be the product positioning within the market and consequently adjusting the proper market mix. Kotler states that four criteria are significant in segmenting a market and include geographical, demographic, psycho graphical, and behavior criteria. Positioning on the

Company Policy on Acceptable Use of Email and Text Messaging Assignment

Company Policy on Acceptable Use of Email and Text Messaging - Assignment sampleAlways recall that the policys provision that the companion monitors messages that employees communicate while they are within the companys premise. This affects both communication to persons inner the company and people outside the company.Take heed of the fact that this policy intertwines with the policy on responsible communication. In addition, you are reminded that this policy directs all employees to be responsible for the content that they include in the messages they send to people both inside and outside the company. Use of company equipment to send harassing messages is highly discouraged and this warrants corrective measures as stipulated in the companys disciplinary policy. Remember that the policy on responsible use of company equipment directs that personal messages sent using company equipment are monitored and should not disclose proprietary and confidential company information.Complete the form providing your name, address, telephone number and your signature. Although we have this information in our database, we need them in this form for the sake of reconfirmation of commitment to comply with this policy.Return your completed form to the reception by the 20th April 2014.

Employee relations and engagement Assignment Example | Topics and Well Written Essays - 1750 words - 1

Employee relations and engagement - Assignment ExampleThe company has incorporated and added new-made forms of amusement in order to attract the new generation of vi sit aroundors to the park. The company is seen to employ about 250 people and amongst them 200 are members of the union and have collective bargaining rights. The company management and the union sit down for negotiations each year and decide on the demand that they approve upon from both sides of the table. The following page discusses the negotiation process between the management and employee of the ecesis on different lines and issues.The objective of with which we went into the management in this negotiation is to ensure that the demands of the employees in the form of increase in salary should not be accepted. We rig that the union will place a demand for increase in the no. of holidays. This cannot be allowed. On the authority of the demands to be placed by our part as management, we would like to place the co ndition of retrenchment of some of the employees. We would also place the point that we will indulge in the career development or the skill raising of the employees of the organization (Mehta, 2009). We think it to be needful on our side to negotiate and try to establish the above points as because our company has been conclusion it difficult to make profit since the last six age. An amusement park has opened in the 10 mile radius of our company in the outgoing 6 years and has taken a share of the market and the visitors. This has resulted in the fact that our company has been able to just breakeven in the last 4 years and made a loss for the first time in the last year. Due to the increased competition and loss of market share it has become necessary for our company to introduce new entertainment machinery which is called the wow factor. To maintain the market share and profitability it is required that our company should invest in new technology, games and training facilities for the

Module 3 Assignment Example | Topics and Well Written Essays - 1000 words

Module 3 - Assignment ExampleThe last part of the paper will try to comp atomic number 18 and contrast Tescos approach to inclusion and transmutation with the key conclusions drawn by Bendick, Egan, & Lanier (2011) in their subscribe. In the above mentioned study, Bendick, Egan, and Lanier (2011) mainly focus on investigating the claim that that employee diversity equips wrinklees to deal with diverse customers. Basic tout ensembley, Title VII of the federal Civil Rights Act of 1964 granted broad, enforceable rights to equal employment opportunity regardless of race, colour, religion, sex or national origin in a bid to end workplace discrimination. This move heralded the new dispensation in the practice of human resources management called diversity. Whilst all workplace inequities have not been completely removed, major strides have been made in this particular section to address issues related to employment discrimination on the basis of race, colour, creed and belief. Thus, the authors of the above mentioned research argue that employers should provide equal employment opportunity in a bid to create a business case for diversity. The authors argue that workforce diversity can advance business objectives that are mainly related to issues of productivity and profitability in the organization. Which are staple fibre tenets of any business. This brings us to the claim by the authors that employee diversity equips businesses to deal with diverse customers. According to the study, a diverse workforce offers access to a broader pool of latent employees, enables the organization to relate to diverse customers and it helps in creating a more productive work force. The authors make some of the key conclusions in their study and some of them are discussed below. They suggest that inclusion is the basic tenet that can lead to success of workplace diversity. This entails that the needs and interests of the employees are taken into account in as far-off as the opera tions of the organization is concerned. This helps to create share and mutual understanding among all the stakeholders involved in the operations of a particular organization. This can withal significantly help to appeal to the interests of many customers who may be attracted to buy the products offered by the organization. The other key conclusion made by the authors of the above mentioned study posits to the effect that many companies very much hire employees from different backgrounds due to the fact that they represent the tastes, sensibilities and interests of a wide range of people from diverse backgrounds. This is very measurable since it helps to attract sales from the operations of the organization which in turn translates into profitability. However, contrary to the key findings of a study by Syed & Kramar (2010) entitled What is the Australian model for managing heathen diversity? it can be ascertained that the legal framework in Australia places only limited obligati ons on organisations to manage cultural diversity. As such, many organizations often lag behind in as far as diversity and inclusivity in the operations of the organization are concerned. According to this study, it can be observed that unless cultural diversity is tackled at multiple levels, managing diversity in the workplace may prove unrealistic unless concerted efforts are put by the political science and organizations that specialise in different

Magnet Schools and the Pursuit of Racial Balance Essay

Magnet Schools and the Pursuit of Racial Balance - Essay ExampleThere are 3 goals of magnet schools - to reduce minority isolation, to eliminate minority isolation and to prevent minority enrolment. Out of 54 schools in Cincinnati sample frame 10 magnet schools and 10 non magnet schools were selected. A questionnaire was distributed to all the fifth grade parents and to all non administrative staff in each school of the selected temple. Magnet schools are a tool around for racial balance. Many parents believe that the goal of integration is beneficial for both the parents as well as the students. In conclusion we may say that the students will derive benefits from encounters with students from different races. In 1802, Nassau Hall was consumed by fire, the next year Dickson Colleges building was burned down likewise there were many much(prenominal) college buildings which were either burned or affected by other natural calamities like lightening. Often when a college had a buildin g, it had no students and when it had students it had no buildings. And it if had both than it didnt cod money, professors or president. College founding in the 19th century was undertaken with the same spirit as canal-building, farming etc. Yale men were responsible for setting up Christian goals in the west. For the Methodists and the Baptists founding colleges became a part of their process of coming to terms with middle class societies.

Justification and the Righteousness of God Research Paper

Justification and the Righteousness of God - Research Paper ExampleAccording to Paul, there is no reason of committing evil, since entirely men have knowledge of God2. According to popishs 1 18-32, God hates the evil thinking and wrongdoing of men and desires for the goods of others, envy, false statements, and evil talk3. The contemporary Evangelical church has adequately maintained the relationship between the justification by reliance and wrath of God concepts. Paul teaches that justification is available to all done with(predicate) the obligation of God4. Historical background of justification in faith According to Genesis, Abraham believed in God and was justified by his faith. Abraham did not deserve the justification through his tenuous field of study. Abraham acts as an example for modern evangelical church that justification should be based on faith and wrongdoers experience the wrath of God5. According to the Biblical teachings in modern evangelical churches, bless ed is the man whom God does not reckon sin6. Unlike the early doctrine, where people would confess and receive forgiveness from a priest by the sacrament of penance, contemporary evangelical justification in faith requires that sinners should confess their sins and believe in Jesus Christ alone. According to early Roman Catholic theology, individuals could not merit initial grace of God that leads to salvation. In Roman Catholic perform, saints temporarily freed a person of his sins through indulgence process7. The pontiff would declare unusual indulgence for the sole purpose of collecting funds to build St Peters Basilica in Rome, so poor souls remained in the dark as regards the true grace of God8. Early Reformers Contemporary evangelical justification in faith stems from Luthers accusations of 1517 he believed that salvation resulted from faith in God through prayers and Gods grace through Jesus Christ. According to reformers, God punishes the unrighteous and justifies the sin ners, but does not take away the misdeed from the sinners. According to Calvin, Jesus Christ has cleansed all faults of individuals, since he accepted to be shamed in order to cloth people with purity. Reformers asserted that justification is through faith in Jesus Christ and not only through accepting the gospel but also through personal reliance on Jesus Christ9. Early British reformers like Bishop Latimer claimed that truth of justification is in trusting Christ as personal savior. Archbishop Crammer, who died a martyr, stressed that admirable work is not the way to justification, since justification only comes through the mercy of God and freely to all individuals10. During the 16th and 17th centuries, numerous evangelical confessions appeared, such as the Augsburg Confession of 1530 approved by Luther, where individuals confessed that forgiveness of sins is obtained from God by grace through Christ, who suffered so that they may attain eternal life. Article 91 of the Church of England clearly expressed that justification is not obtainable by the excellent work of men but through faith in God through Jesus Christ. Swiss reformed cities also believed in justification through faith in 1566, while Westminster Confession of 1649 contained justification on the basis of faith and not admirable work11. According to evangelical justification in faith, the Ancient Roman Catholic church had kept the people in dark by providing religious institutions that label people as just Christians.

Fashion Opinion Leadership Essay Example for Free

Fashion Opinion Leadership Essay1. IntroductionConsumers submit each other in several ways they exchange information through communication, seek or give trusts and copy each others behavior. Re look toers recognise the giving and seeking of rulings as 1 of the most consequential word-of-mouth cultivates on brand and mathematical product choice (Bristor, 1990 and Weimann, 1994). Especially in mien, friendly gatherings and judging leadinghip bias product and brand evaluations (Amaldoss and Jain 2008). Fashion consumers often refer to spirt effect leaders who they desire to be alike. The profits and social media speeded up the way of communication inside file name extension groups and made it possible to shargon interests without physical interaction. The following essay will outline an overview of excogitate opinion leaders and indication groups before giving a better understanding of how fashion retailers make use of fashion opinion leaders in order to influe nce customers.2. citation groups and reference group influencesConsumers use several sources when they seek information or opinions on decisions informal and social (Goldsmith and Clark 2008). This aspect of consumer behaviour is described as opinion-leadership-opinion-seeking, word-of-mouth, buzz or social communication (Goldsmith and Clark 2008). This means that consumers refer to something or someone when they seek information and clears the way for the term denotative or reference group. Solomon and Rabolt (2009) define Humans as social animals that try to fit into certain groups, please others and take cues roughly how to behave by notice the actions of those around (p. 422) them. A group tooshie simply be defined as two or more wad sharing communal goals and interests. all(a) members of a group interact by certain patterns, frameworks and networks. A group member must and then be perceptible to belonging to this group. Groups back end be primary (family), secondary (p rofessions), formal (churches), or informal (certain group of friends).Belonging to a herd or group, makes consumers want to identify themselves psychologically and physically with desired individuals of this group. Thus, an individual or group conceived of having significant relevance upon an individuals sociological attributes, much(prenominal) as evaluations, characteristics, aspirations, or behaviour is defined as reference group (Park et al, 1977). As stated by Holton (2004), Merton hypothesized that individuals compare themselves with reference groups of people who occupy the social role to which the individual aspires. Hence, the group brings the individuals frame of reference and influences his ideas and decisions. Reference group influence can occur in different ways. According to Solomon and Rabolt (2009), group members of reference groups can be influenced informational, utilitarian or value-expressive.Furthermore, individuals are also mostly influenced by normative r eferents of the group, such as parents, teachers, or peers (Childers and Rao, 1992). There are also so called aspirational groups of which individuals aspire to be a member of. This phenomenon can be considered as comparative referents, such as public opinion leaders or celebrities. Belonging to a group, aspirational or not, can influence the get behaviour of individuals, and decisions are often based on what the group members please in order to be accepted (Joel et al 1972). According to the above, a reference group is as an individual or group that significantly influences an individuals behaviour (Bearden and Etzel 1982).2.1 Online referential groups and realistic(prenominal) consumption communitiesLiterature mostly concentrates on face-to-face interaction within reference groups on a regular basis or on aspirational groups without direct interaction (Pentina et al, 2008). However, Sheth and Parvatiyar (1995) stated that it is not at a time necessary to have physical contact and interactions with members of a group in order to refer to it. More common forms of reference groups are online reference groups, which solitary(prenominal) exist in the World Wide Web. Within the age of the Internet, arising social media networks and communities it is possible to share interests with people who the individual never met personally (Solomon and Rabolt, 2009). A virtual community of consumption is defined as a collection of people whose online interactions are based on shared enthusiasm for and knowledge of a ad hoc consumption activity (Solomon and Rabolt, 2009, p 426), such as fashion for instance.In the concept of virtual communities any group of people can share common bonds, without being dependent on physical interaction and common graphic location (McDonough, 1992). But the issue of relationships amidst each other still lies at the heart of virtual communities (Farquhar and Rowley, 2006). Although online sharing of interests takes place on blog websites, social media platforms, like facebook or twitter or sharing services like as Pinterest, members build up relationships when sharing.On facebook, for instance, members liking other peoples post in certain theme groups and commenting on those can explain a relationship. Solomon and Rabolt (2009) state that the impact of virtual communities on individuals product preferences and decisions are huge. Because of that, an online referential group can be considered as consumers who write rough(predicate) their opinions towards certain topics, seek information, publish recommendations, and post products or services.2.1.1 Online referential groups in fashion and fashion bloggersFashion and apparel shopping are seen as the most popular discussion topic among social networks (Thomas et al, 2007). In fashion, online communities are seen mostly through social media emergence such as blogs or facebook groups. Fashion blogs are mostly run by one person who writes or blogs about different products , occasions or events within the fashion industry. The community is then create by readers of the blog, so called followers, that read the stories or comment on it. With gaining popularity bloggers are also able to gain money by advertising on their blog websites. According to the Telegraph, the most popular bloggers make up to 10,000 a month in advertising (Telegraph, 28/10/2012). Meanwhile, also fashion retailers tone of voice into the blogging business. For retailers the building up of social media groups could help them to gain direct feedback from consumers while monitoring discussions in referential groups online. Burberry for example not only has its own group on facebook, but also launched a blog, showing images of people wearing their trench coats (The Art of Trench, 28/10/2012).3. Fashion opinion leadershipReferring to an opinion leader is one of the social or informal sources of decision and opinions seeking, named by Goldsmith and Clark (2008) in reference group behavi our. A person who has knowledge about a certain product and whose advice is seriously taken by others explains opinion leadership. An opinion leader or influential is a person, who is frequently able to influence attitudes and behaviour of others (Solomon and Rabolt 2009) Further, it can be explicated by the desire of leaders to distinguish themselves from followers, while followers pursue the countervailing desire to assimilate with leaders (Amaldoss and Jain 2008). Feick and terms (1987, p. 95) state that opinion leaders are more presumable in product categories in which association with the product provides a form of self-expression. Fashionable fit out embodies information about the personality and status of its wearer to other people (Dodd et al, 2000).However, Amaldoss and Jain (2008) argue that in fashion, this occurrence is mostly seen within the purchasing of luxury robes and accessories. There are several types of opinion leaders that can be observed in fashion. Firstl y, some heavy consumers of fashion clothing who become highly interested and preoccupied with it, so that their interest, knowledge and experience qualifies them to become fashion opinion leaders for others (Goldsmith, 2000). Today, these types of fashion opinion leaders occur mostly online, such as fashion bloggers. Secondly there are people who are in the public spotlight, such as celebrities. Celebrities mostly look adorable and therefore individuals follow their look because they desire to assimilate with this leader (Amaldoss and Jain 2008). But sometimes celebrities are being dressed up by personal outfitters in order to create, perform and accomplish a certain image without actually having the interest or knowledge in the area.This shows that also the perception that individuals have about a person can make the person an opinion leader. Of course, there are also people whose profession is related to fashion that can be an opinion leader for individuals, such as designers, fas hion photographers, sets or fashion cartridges. A recent study on Mintel shows that fashion content in celebrity, modus vivendi or fashion magazines, smartspaper supplements and makeover shows has a direct influence on the shopping behaviour of 2 3.5 million people. Especially women are most likely influenced by such coverage (Mintel, Fashion Online, 29/10/12). As the fashion magazine example illustrates, an opinion leader does not have to be only one person, it can also be a company or an organisation.3.1 Fashion opinion seekingOpinion seeking is the behavioural duplicate to opinion leadership (Goldsmith and Clark, 2008, p 309) and is important to the diffusion of new fashion products because it can spread word-of-mouth about the advice gotten from opinion leaders. Unlike opinion leaders, opinion seekers do not have the same knowledge of and interest in a product category than opinion leaders in this piece do (Goldsmith, 2000). Opinion leaders do also absorb risk (Solomon and Rabolt, 2009) for opinion seekers when purchasing a new product. Therefore, Opinion seekers consider opinion leaders as appropriate sources for information and advice (Bertrandias and Goldsmith, 2006). Nevertheless, opinion seekers are very important to opinion leaders because they act on the information they got from the opinion leader.The fashion industry is one of the industries that show the most frequent changes in trends and styles. When consumers determine on buying a new product they might ask or even search for information about the desired fashionable product. Because of that they often make use of informal or social sources when seeking information (Goldsmith and Clark 2008) or opinions on decisions from fashion opinion leaders in any form. Consumers can seek for an opinion through various types of social communication, word-of-moth recommendations, observing opinion leaders, researching a subject or buzz (Goldsmith and Clark 2008). In an online perspective, consumers c an use social network communities as sources for apparel shopping.3.1.1 The process within referential groups in fashion coherence of opinion leaders and opinion seekersThe basis of forming referential groups in virtual communities is the process combining interpersonal connectivity, social enhancement and sharing of information. Dholakia and Bagozzi (2004) state that interpersonal connectivity surrounded by members is important to retain social benefits of caseicipating online. In fashion opinion leadership and fashion opinion seeking, the process is based on the social consider of each other, shown in figure 3.Figure 1 The process of fashion influence between fashion opinion leaders and fashion opinion seekers in referential groups, adapted from Goldsmith and Clark, 2008This process can especially be observed in online communities where opinion leaders post pictures of themselves wearing a new product. Several opinion seekers may like the product and give a tyrannical feedbac k to the opinion leader or even share it with others, which shows symbolic proof to the opinion leader and creates a loop.3.1.2 Victoria Beckham as fashion opinion leader for the Birkin BagA good example for an opinion leader in fashion is Victoria Beckham. The ex-singer, designer and wife of English football star David Beckham is referred to being an A-list celebrity in the public spotlight. She is not only famous for aim fashion and wearing high-heels, but also for her collection of the Hermes Birkin Bag. The Birkin Bag is a hand-made handbag designed by the luxury fashion brand Herms and is estimated to first base at $6,000 (Branch, 2004). The bag is often seen adorning the arm of celebrities and has become a cult fashion phenomenon (Tonello, 2009) and is an example of a fashion product that gained high popularity. Its brand, Herms control its production, to limit its accessibility. Victoria Beckham is presumed of possessing the largest collection of Birkins (Fashionthroughtr avel, 26/10/12). The following figure shows an example of her and her Birkin Bag collection.It can be the fact that Victoria Beckham is popular and has a lot of people referring to her what made the bag so famous and desirable. Followers or referents to her then adopted the product, Birkin Bag. The more leaders adopt a product, the high value is crated among its followers. Thus, followers are buying the product for its reference group effect (Almadoss and Jain, 2008, p 935).Therefore individuals that look up to their opinion leader may want to follow his choices (Amaldoss and Jain, 2008). As being outlined before, fashion clothing transmits a certain personality and status of its wearer to other people (Dodd et al, 2000) and is also a form of self-expression. Wearing certain trends or accessories like a Birkin Bag show commitment to a certain image of being wealthy, belonging to a higher class or having a sure feeling of trends and fashion.4. Why and how marketers make use fashion opinion leadersThe innovator conjecture by Rogers (1962) shows that consumer attitudes towards purchasing products can be classified into five categories. The following figure shows Rogerss adoption of innovations curve.Depending on how quick consumers are to purchase they are both1. Innovators or Designers (2.5%),2. Fashion opinion leaders or early adapters (13.5%),3. Early majority (34%),4. Late majority (34%),5. Laggards or late adapters (16%)Directly after innovators or designers of the product, opinion leaders come second in purchasing or adapting this trend. According to the theory, opinion leaders are the headstone to product diffusion (Mituse, 05/11/12). Although innovators and opinion leaders combined account for no more than 16% of the overall market, a company can try to target opinion leaders already in early product stages and see if product diffusion will spread to the early and late majorities (Mituse, 05/11/12). Following Rogerss theory and transferring it to the fashion industry, it can be argued that it is from extreme importance for fashion retailers to get opinion leaders on board in order to establish their designs and products within the market. Thus, the reasons why fashion opinion leaders influence others by sharing information are extremely important for companies (Bertandias and Goldsmith, 2006).Fashion retailers make use of key opinion leaders to influence the purchasing behaviour of consumers through their perceived position of authority. Therefore employing opinion leaders as advertising mascots or models in commercials or adverts, as seen in the figure below, is common in fashion retail.Figure 4 Fashion opinion leaders advertising for retailerFurthermore, collaborations with opinion leaders that are famous for their profession are common in fashion retail. This can be underlined by collaborations between mass retailer hm and designers like Donatella Versace (2012) and Jimmy Choo (2009) or online premium retailer NET-A-PORTER an d Karl Lagerfeld, as figure 5 illustrates below.Figure 5 Collaborations of retailers and designers as fashion opinion leadersNevertheless, market products or brands effectively today requires tools that reach beyond normal advertising methods by prior targeting fashion opinion leaders, marketers are able to engage positive word-of-mouth behaviours (Bertrandias and Goldsmith, 2006) about their products. According to Chaney (2001), opinion leaders act as human information processors and are an attractive marketing tool as part of the overall communication strategy. Influences by fashion opinion leaders are not only verbal, but also visual (Bertrandias and Goldsmith, 2006). In fashion, a product has to be desirable to a consumer. If no one is seen with a certain product, most consumers dont see a reason in buying it. If someone famous is seen with the product, the probability of referential groups buying or wanting the product as well increases. When word-of-mouth networks are generat ed around opinion leaders, it can pave the way for spreading news or opinions about certain fashion products.Thus, it is beneficial to address fashion-marketing communications directly to opinion leaders of this segment in order to speed up advertising messages. Therefore, advertisers may address womenswear or accessories fashion campaigns directly to opinion leaders like celebrities or high-fashion magazines. Because of the important role they may have in influencing markets, advertisers may also hand out free fashion product samples to opinion leaders (Yahoo, 29/10/12). Handing out such testimonials, which often embody free designer clothes, handbags or shoes, retailers encourage opinion leaders to wear the brand in order to influence reference groups around the opinion leader visually. Outfitting celebrities that have public appearance for free, mostly sees this occurrence, exemplarily stated in the below figure.Figure 6 Celebrities on the red carpet, adapted from ELLEBy doing so , the marketer uses the position of the opinion leader to carry and break down its message to influence its relevant target group. Well-established magazines such as Vogue, Elle or Glamour can also be expected to have high influences on fashion decisions of opinion seekers. A fashion magazine even has the ability to cluster a whole group of fashion opinion leaders together celebrities, photographers, editors, industry experts and fashion journalists. This might be a reason why opinion seekers use those magazines as information source when seeking for an opinion. Thus, advertising in fashion magazines, outfitting celebrities, or using fashion opinion leaders in adverts can influence target groups in their purchasing behaviour.5. ConclusionReference groups in fashion are defined as fashion consumers who are heavy fashion users and highly involved in seeking or reflecting opinions about fashion brands and products with others who share the same interests. Further, it is differentiated between fashion opinion leaders and fashion opinion seekers. As being part of a referential group, opinion leaders and opinion seekers are positively related to each other, as the one cant exist without the other.Today, fashion opinion leaders are often classified as celebrities, people standing in the public spotlight, magazines, or bloggers, surrounded by networks of reference groups that admire to be like them. Especially in the age of social media it has become more important to marketers to understand the process of providing, sharing and seeking of information between fashion opinion leaders and opinion seekers. Therefore opinion leaders are seen to be an important marketing tool in fashion as they are able to influence reference groups in their product or brand purchasing decisions.List of referencesAmaldoss, W. Jain, S. (2008), Trading Up A Strategic Analysis of Reference Group Effects, merchandise Science, pp. 932-942Bearden, W. Etzel, M. (1982), Reference Group Influenc e on Product and Brand Purchase Decisions, Journal of Consumer Research, pp. 183-194Bertrandias, L. Goldsmith, R. (2006), Some psychological motivations for fashion opinion leadership and fashion opinion seeking, Jornal of Fashion trade an Management, Vol 10, Issue 1, pp. 25-40Branch, S. (2004), Hermss jelly ache, Wall Street JournalBristor, J.M. (1990), Enhanced explanations of word of mouth communications the power of relationships, in Hirschman, E.C. (Ed.), Research in Consumer Behavior, quaternary ed., JAI Press, Greenwich, CT, pp. 51-83.Chaney, I. (2001), Opinion leaders as a segment for marketing communications, Marketing Intelligence Planning, p. 302Childers, T. Rao, A. (1992), The Influence of Familial and peer-based Reference Groups on Consumer Decisions, Journal of Consumer Research, pp. 198-211Dholakia, U. Bagozzi, R. (2004), A socialinfluence model of consumer participation in network- and small-group-based virtual communities , International Journal of Research in Marketing, Vol. 21, Issue3, pp. 241-263Dodd, C., Clarke, I., Baron, S. Houston, V. (2000), Looking the part identity, meaning and culture in clothing purchasing suppositious considerations, Journal of Fashion Marketing and Management, Vol. 4, No. 1, pp. 41-48Farquhar, J. Rowley, J. 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