Blackface sweaters and pizza with chopsticks: Problem cases and strategies for converting cultural appropriation into cultural appreciation in the fashion industry

Domenique Jones and Michelle Childs
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Domenique Jones: Doctoral Candidate, University of Tennessee, USA
Michelle Childs: Department of Retail, USA

Journal of Cultural Marketing Strategy, 2021, vol. 5, issue 2, 143-152

Abstract: The fashion industry has been criticised for its practices of cultural appropriation and disregard for the cultures of Black, indigenous and other people of colour. In an age of instant criticism promulgated through social media, viral condemnation is becoming increasingly powerful. As Western cultures focus on the importance of cultural appreciation, including issues centred on equity, diversity and inclusion, it is vitally important to address marginalised groups correctly. This paper therefore proposes a shift toward respectful cultural appreciation, paying homage and giving credit to original cultures. Based on a review of popular culture and academic literature, the paper highlights issues relating to cultural appreciation in fashion and presents opportunities for fashion brands and marketers to do better through education, awareness, diversity initiatives and acting against cultural appropriation. The study also discusses specific examples of cultural appropriation (ie taking pieces of another culture and portraying them as one’s own) and cultural appreciation (ie respectfully paying tribute to and highlighting the beauty of another culture through marketing and fashion). These examples have practical application for businesses seeking to avoid potential consumer backlash and become leaders in the fashion industry.

Keywords: cultural appropriation; cultural appreciation; fashion; marketing; diversity; racism (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2021
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