Q#1
David Bowe is the identified fashion icon. Regarding self-concept and perception, Bowe had a real self, which was the most natural demeanor and personality in real life. Primarily, it was observed when he was away from the media and public eye. On the other hand, he also had the ideal self, which was a creation of the public and celebrity persona which most people knew. The first areas of focus here is the real self of Bowe before he became the star icon most people know. The real self of the fashion icon was manifested since his childhood. As a child, Bowe was single-minded and had a tendency for being defiant. The defiance was a pointer to his nonconformity early in life as a person of strong self-belief (Hoyer, Wayne and Deborah 36).
The defiance and strong-headedness were illustrated when he engaged in a fight with a friend in school. The fight with George Underwood was so serious that he was injured in one eye. The fact that they were fighting over a girl shows that Bowe was very territorial and single-minded. The fact that he remained good friends with Underwood even working with him in album art creation showed a social, friendly and down to earth character. In his early professional career, Bowie left several groups and people he deemed not motivated or aspired enough. Such entities included the Konrads, King Bees, Manish Boys, Lower Third, The Buzz and Riot Squad. A nonconformist nature pushed him to remain to his true self of moving where he felt comfortable.
The second area of focus is the ideal self of Bowe, the fashion icon recognized by fans and people in the media and public. The multiple bands changes and membership showed a character of an ideal pop star dreamer. He even at one point commented that he envisioned being the Mick Jagger of the Manish Boys. Bowe’s ideal self-was a self-actualization of a successful musician with a wide public appeal. The same had been voiced to his mother when he said that he wanted to be a pop star after leaving school at fifteen years old (Bernd 27). He aspired to play at the same level as the Beatles. He even wrote a letter to one former manager of the Beatles requesting to have the manager replicate the Beatle’s success with him.
Bowe had strong ideals of being a trend setter rather than a follower. He caused a lot of controversy in 1971 when he performed and wore a dress as he promoted his album ‘The Man Who Sold the World’. Publicity came up about the issue which provides insights into the intentions and idealization of Bowe. The persona he had carved of Ziggy Stardust was made to represent the idealized self-actualization that Bowe held. By being vaguely androgynous in his gender representation, Bowe was working to enhance an all-encompassing public representation. He did not wish to be boxed in one category or classification. He preferred to be seen as an outstanding pop star who entertained without necessarily being seen as a mainstream male pop star.
The Self/Personality and Brand Equity
Social Comparison
David Bowe as a style icon was inspired by the character and persona of Iggy Pop and Lou Reed. Bowe took these characters and blended their individual styles to create one concept called Ziggy Stardust. The inspiration was to have the then popularity of space exploration events and news together with pop culture (Rajeev 27). The idealized result was the creation of the ultimate pop idol. In his words, he wanted a character who looked like he had just landed from Mars. In essence, his character was also a tribute to the Stardust Cowboy artist.
The three artists whose inspiration gave Bowe the material and design for his fashion style were fundamental role models. The social comparison of these stars influenced Bowe’s icon style in many ways. For one, he dyed his red hair brown, which was a reflection of the characters of Iggy, Cowboy Stardusts, and Reed. He also wore a striking costume, which was bright with unique style design inspired by the outer space theme concept. He later went on to gain huge popularity, which even surpassed that of his persona influences models. Notably, his ideal self had finally been realized.
Self-Image Congruence
Several products were used by David Bowe to complete his identity. Three of them particularly stood out in providing congruence to his identity. One of the products was the skirt that he wore on his European tour of the ‘The Man Who Sold the World’. The garment provided the androgynous identity of Bowie. It was consistent in his claim to fame by having an androgynous persona, which was associated with bisexuality. The association also ensured that his character remained in the limited as a unique, controversial and non-conforming fashion icon. The other product was the red-brown hair dye that was applied on his head. The dye was to ensure he stood out as a head strong stylist and bold idealist in fashion representation. The third product was the striking Ziggy Stardust costume suit. The costume reflected his rock and roll influence while providing an identity differentiation of Bowe and Ziggy Stardust (Joseph 32).
Brand Equity
The Brand Equity that David Bowe might use is Dolce & Gahanna wear. The brand would provide him with personal traits of being classy and unique. The brand would reinforce his style icon, as it has the element of exclusivity which Bowe sought in his persona. Bowe was also known to crave for success, spotlight action and being a trendsetter. All these are traits, which the D&G brand would offer.
Q#2 Big Data
Wal-Mart is one retailer using big Data in building their business. The big data being collected by the retailer is the interaction of consumers with online home stores and groceries purchases. In particular, the firm has been interested in what services clients seek most in online shopping. The data is then used in analytical comparison and strategizing of the company’s online sales outlets and business. The data is being used to improve the firm in setting up an efficient online market share presence. By using the big data services, Wal-Mart can have insights into the client behavior online regarding shopping. The results have been increased market share, sales and increased profits. Also, the brand popularity of Wal-Mart has risen to satisfactory levels. It is critical also to note that the company has also been able to keep up with competition. Many companies today with large nationwide coverage also have an online store presence and Wal-Mart is not an exception now.
Works Cited
Alba, Joseph W. Consumer Insights. Cambridge, Mass.: Marketing Science Institute, 2011. Print.
Hoyer, Wayne D and Deborah J MacInnis. Consumer Behavior. Australia: South-Western Cengage Learning, 2010. Print.
Kumra, Rajeev. Consumer Behavior. Mumbai: Himalaya Pub. House, 2007. Print.
Schmitt, Bernd. Experience Marketing. Boston: Now, 2011. Print.
