Greek Womens’ Mentality towards Fashion Brands and the Influence of Print Images

Abstract

This paper presents the findings on Greek women’s viewpoints and opinions in regards to foreign fashion brands and the symbolic meanings they attach to them. Further, a greater and wider knowledge was desired on the effects of fashion magazine brand advertising in the formation to the views and symbolisms formed, through the adoption of a symbolic interactionist framework. Additionally, a greater understanding on the communication process between Greek women and fashion brands advertised in fashion magazines was also of interest, assisting in comprehending Greek women’s interpretation of print images and how these images influence fashion brand symbolism. This research provides an understanding towards the general mentality of Greek women towards foreign fashion brands, how they attach meanings to those brands and what influences this process.