Consumer perspectives on cultural appropriation in fashion: the headdress ban at the Osheaga Music and Arts Festival
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 8 July 2022
Issue publication date: 3 May 2023
Abstract
Purpose
This paper examines the discourse of consumers as they attempt to define and create consensus on the meaning and significance of cultural appropriation within a fashion context.
Design/methodology/approach
Data were collected via consumer comments posted to an article from The Guardian about the banning of headdresses from a large-scale music festival in Canada. Data were analyzed according to protocols for grounded theory.
Findings
Four themes emerged from the data: values consensus, ideological control, social and symbolic boundaries and social impact and change. These themes captured consumers' perspectives on the debate of cultural appropriation in fashion.
Social Implications
Cultural appropriation has become an increasingly important topic of interest as consumers share their voices online and demand companies increase their cultural competence.
Originality/value
Few researchers have examined cultural appropriation in fashion and captured the various perspectives of consumers on this phenomenon.
Keywords
Citation
Peters, C. and Lawson Brooks, S. (2023), "Consumer perspectives on cultural appropriation in fashion: the headdress ban at the Osheaga Music and Arts Festival", Journal of Fashion Marketing and Management, Vol. 27 No. 3, pp. 436-451. https://doi.org/10.1108/JFMM-10-2021-0279
Publisher
:Emerald Publishing Limited
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