Idolisation has always been significant concept within the fashion industry, and a heavy influence on consumer perceptions. Rapid availability of individuals role models has created greater aspi- rations than ever before, enabling identity shifts in terms of style. The main focus of this study is to analyse the effects of glorified idols. Brands are incorporating lifestyle desires into their strat- egies to encourage consumer buying behaviour. However this idea is not always considered positive.

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The significance of this research comes from the contemporary realisation around the negative attributes. It is proven that idol attachment helps to build an individuals identity, although little research is available around the subject of idolisation amongst generations after adolescence. However, secondary research from psychologists shows extreme cases can cause emotional and psychological instability, as it is often subconsciously in- dulged in. As a result of this retailers are exploiting the idea cre- ating desirable lifestyles through their branding and promotion, meeting consumer needs of fitting into a specific tribe or sub-cul- ture. This study aims to show an original view on idolisation and its future. Primary research has been gained through two focus groups with consumers, as well as an industry internet mediated interview, and throughly through coding, to provide a specific view on expectations from the concept and how it is used.

Conclusively, this study shows a need for realisation around the effects of idolisation, from both the consumer and the industry. Idols are now much more than just a subject of admiration and are becoming an increasing source of identity construction. Re- tailers, despite current strategies, should focus on impacting the consumer in a positive way, moving away from celebrity endorse- ments, creating transparency and encouraging self-growth and individuality.