The Journal for African and Diaspora Fashion: Volume 1, Issue 1, 2023
As fashion trends come and go, the 'rich aunt aesthetic' seems to have solidified as a stylistic ... more As fashion trends come and go, the 'rich aunt aesthetic' seems to have solidified as a stylistic tool for selffashioning by Black South African female influencers. This trend has evoked a polarised conversation among the South African youth, particularly on Twitter. Khensani Mohlatlole (2020) posits that the rich aunt aesthetic represents young Black women visually expressing themselves as upper-class, rich young women and claiming this kind of identity and its associated status that had been previously inaccessible to them because of their gender and race. At the same time, there have been responses to the trend on Twitter that represent and perpetuate the objectification, infantilisation, and hyper-sexualisation of Black women stemming from white supremacist ideals (Parker, 2018). In exploring the ideas of the sexual objectification of women on Twitter through misogynoir and youthification, this article will discuss the "bodily work (Black) women are expected to perform (which) is determined by constructs of race, where women are advised to regulate and control their physical bodies as a means of maintaining (hetero)sexual desirability" (Sanger, 2009). This feminist reading will argue that South African entertainer and businesswoman Boitumelo Thulo exemplifies the policing of Black women's bodies in attempts at patriarchal domination. Through an examination of her Twitter comments the misogynoir is noted as unrelated to fashion criticism and is rather evidence of antiBlack conceptions of females on Twitter.
THE JOURNAL FOR AFRICAN AND DIASPORA FASHION, Sep 13, 2023
This paper presents a comprehensive analysis of African and Diaspora fashion brands in the conte... more This paper presents a comprehensive analysis of African and Diaspora fashion brands in the context of the three consumption settings, sacred, recreational, and educational, as a tool to promote sustainable marketing practices of brands. The primary objective is to examine the significance of how African and Diaspora fashion brands can effectively engage with the consumption-setting model as a tool for sustainable fashion marketing. The paper employs a situational analysis approach and a case study of AJABENG, a Ghanaian brand that successfully implements the consumption setting model in its marketing efforts.
The article aims to provide African and Diaspora fashion brands with a comprehensive understanding of the opportunities and challenges associated with incorporating consumption settings into their marketing strategies. It emphasizes the importance of moving beyond a generalized or macro understanding of products, urging fashion brands to strive for a deeper comprehension of the product meanings consumers assign to them in different settings. By unravelling the influential factors that shape these meanings and facilitating a better understanding of the consumer's creation process, brands can enhance their ability to co-create with their consumers, leading to more triumphant marketing outcomes and B2C relationships.
The Journal for African and Diaspora Fashion: Volume 1, Issue 1, 2023
As fashion trends come and go, the 'rich aunt aesthetic' seems to have solidified as a stylistic ... more As fashion trends come and go, the 'rich aunt aesthetic' seems to have solidified as a stylistic tool for selffashioning by Black South African female influencers. This trend has evoked a polarised conversation among the South African youth, particularly on Twitter. Khensani Mohlatlole (2020) posits that the rich aunt aesthetic represents young Black women visually expressing themselves as upper-class, rich young women and claiming this kind of identity and its associated status that had been previously inaccessible to them because of their gender and race. At the same time, there have been responses to the trend on Twitter that represent and perpetuate the objectification, infantilisation, and hyper-sexualisation of Black women stemming from white supremacist ideals (Parker, 2018). In exploring the ideas of the sexual objectification of women on Twitter through misogynoir and youthification, this article will discuss the "bodily work (Black) women are expected to perform (which) is determined by constructs of race, where women are advised to regulate and control their physical bodies as a means of maintaining (hetero)sexual desirability" (Sanger, 2009). This feminist reading will argue that South African entertainer and businesswoman Boitumelo Thulo exemplifies the policing of Black women's bodies in attempts at patriarchal domination. Through an examination of her Twitter comments the misogynoir is noted as unrelated to fashion criticism and is rather evidence of antiBlack conceptions of females on Twitter.
THE JOURNAL FOR AFRICAN AND DIASPORA FASHION, Sep 13, 2023
This paper presents a comprehensive analysis of African and Diaspora fashion brands in the conte... more This paper presents a comprehensive analysis of African and Diaspora fashion brands in the context of the three consumption settings, sacred, recreational, and educational, as a tool to promote sustainable marketing practices of brands. The primary objective is to examine the significance of how African and Diaspora fashion brands can effectively engage with the consumption-setting model as a tool for sustainable fashion marketing. The paper employs a situational analysis approach and a case study of AJABENG, a Ghanaian brand that successfully implements the consumption setting model in its marketing efforts.
The article aims to provide African and Diaspora fashion brands with a comprehensive understanding of the opportunities and challenges associated with incorporating consumption settings into their marketing strategies. It emphasizes the importance of moving beyond a generalized or macro understanding of products, urging fashion brands to strive for a deeper comprehension of the product meanings consumers assign to them in different settings. By unravelling the influential factors that shape these meanings and facilitating a better understanding of the consumer's creation process, brands can enhance their ability to co-create with their consumers, leading to more triumphant marketing outcomes and B2C relationships.
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Papers by Nande Sulelo
The article aims to provide African and Diaspora fashion brands with a comprehensive understanding of the opportunities and challenges associated with incorporating consumption settings into their marketing strategies. It emphasizes the importance of moving beyond a generalized or macro understanding of products, urging fashion brands to strive for a deeper comprehension of the product meanings consumers assign to them in different settings. By unravelling the influential factors that shape these meanings and facilitating a better understanding of the consumer's creation process, brands can enhance their ability to co-create with their consumers, leading to more triumphant marketing outcomes and B2C relationships.
The article aims to provide African and Diaspora fashion brands with a comprehensive understanding of the opportunities and challenges associated with incorporating consumption settings into their marketing strategies. It emphasizes the importance of moving beyond a generalized or macro understanding of products, urging fashion brands to strive for a deeper comprehension of the product meanings consumers assign to them in different settings. By unravelling the influential factors that shape these meanings and facilitating a better understanding of the consumer's creation process, brands can enhance their ability to co-create with their consumers, leading to more triumphant marketing outcomes and B2C relationships.