Re-Fashioning Kate: the Making of a Celebrity Princess Brand

Ashleigh Logan, University of Strathclyde, UK
Kathy Hamilton, University of Strathclyde, UK
Paul Hewer, University of Strathclyde, UK
We illustrate the processes wherein a celebrity’s appropriation of fashion discourse transforms the celebrity brand from an ‘ordinary’ individual to an ‘extraordinary’ celebrity which rests on the myth of being: ‘just like us’. By unpacking the ‘Kate effect’, we reveal how the British Royal Family brand is re-invigorated and sustained.
[ to cite ]:
Ashleigh Logan, Kathy Hamilton, and Paul Hewer (2013) ,"Re-Fashioning Kate: the Making of a Celebrity Princess Brand", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.