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    Glamour Globals: Trends over Brands
    Glamour Globals: Trends over Brands
    Glamour Globals: Trends over Brands
    Ebook86 pages1 hour

    Glamour Globals: Trends over Brands

    By Marriam Najeeb Mossalli, Rola Ashour, Said Aghil Baaghil and Yasmine Khashogji

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    About this ebook

    The nouveau riche. The petit bourgeouisie. The well-to. The affluent. The conspicuous consumers. The people whom we might call the Glamour Globals. History, literature, and sociology unfortunately repeat the all-too-often objectionable tale of people who suddenly come into money, and seem to have no better purpose for that money than to flaunt it, requiring ever more money so that they may be show-offs and of course they long to acquire ever moremore money, more goodsand seemingly with no higher purpose than to display that they have these things. Money, for such people, is power and status, not to do something positive with, but to have, end of story.

    The tale of conspicuous consumptionwhich refers to using buying decisions as a form of displaying ones social statusand of its close cousin invidious consumptionwhich is displaying ones wealth through material possessions with the specific intention of invoking envy in othersis inevitably replaying itself again around the globe, as the globalized economy takes root in new regions and among people of all kinds.

    LanguageEnglish
    PublisheriUniverse
    Release dateJan 9, 2013
    ISBN9781475971675
    Glamour Globals: Trends over Brands
    Author

    Marriam Najeeb Mossalli

    Author; Said Aghil Baaghil brings over 20 years of marketing experience to clients worldwide. Raised in the North Africa, Europe and the US, Said attended the University of Maine. After working in corporate America for 10 years, Said saw a great need for brand marketing expertise in the Middle East and Asia and launched his consultancy there in 2000. Since, he has helped dozens of brands in the region and elsewhere with his strategic and passionate approach to brand marketing. Said is the author of three marketing tomes, the latest of which is Brand Revolution, launched in 2012. Co Author Marriam Najeeb Mossalli’s career as a fashion editor and luxury consultant has made her an established name in the international fashion industry. Marriam possesses a unique background due to her Saudi-American heritage and international education in Lugano, Switzerland and Washington, D.C. Co Author Rola Ashour, Practicing Partner and Cofounder of the Jeddah Adult and Child Therapy Centre (ACT), is a licensed mental health practitioner and counsellor. She holds Bachelor degrees in Psychology and Combined Social Sciences from the UK, and a Masters Degree in Education with concentration Autism from Birmingham University in the United Kingdom. Rola has been a counsellor at Dar El Hekma College, a women’s college in Jeddah, since 2007, where she has helped establish the Counselling Centre, developing its policies and procedures and providing counselling services to the student body and their families. Rola resides in Jeddah; she is married and is the proud mother of three little girls. Co Author Yasmine Khashogji holds Associate degrees in Business administration and Marketing, and Bachelor degrees in Organizational Leadership and Human Resources Management. She has affiliated with Institut Villa Pierrefeu for Etiquette and international protocol program in Montreux, and Istituto Marrangoni for image consultancy program in Paris. Yasmine is an entrepreneur, working as a start-up consultant and has a passion for photography and baking.

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      Book preview

      Glamour Globals - Marriam Najeeb Mossalli

      Copyright © 2013 Said Baaghil, Marriam Najeeb Mossalli, Yasmine Khashogji,

      Rola Ashour.

      Cover Design and Photography by Bakri Omar.

      All rights reserved. No part of this book may be used or reproduced by any means, graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage retrieval system without the written permission of the publisher except in the case of brief quotations embodied in critical articles and reviews.

      iUniverse books may be ordered through booksellers or by contacting:

      iUniverse

      1663 Liberty Drive

      Bloomington, IN 47403

      www.iuniverse.com

      1-800-Authors (1-800-288-4677)

      Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

      Any people depicted in stock imagery provided by Thinkstock are models, and such images are being used for illustrative purposes only.

      Certain stock imagery © Thinkstock.

      ISBN: 978-1-4759-7166-8 (sc)

      ISBN: 978-1-4759-7167-5 (e)

      iUniverse rev. date: 3/7/2013

      TABLE OF CONTENTS

      Foreword

      Part I:

      Said Baaghil

      Chapter One: Introduction

      Chapter Two: Who Are The Glamour Globals?

      Emerging Markets: The Home Of The Glamour Globals

      Chapter Three: The Glamour Globals As A Marketing Problem

      The Glamour Globals And Brands

      Chapter Four: Glamour Globals As A Demographic

      When Were Glamour Globals Born?

      Where Are Glamour Globals Found?

      What Are Some Salient Demographic Features Of The Glamour Globals?

      How Fast Are Glamour Globals Growing?

      Chapter Five: Glamour Globalism

      Part Ii:

      Miriam Mosalli

      Chapter Six: Fashion Vs. Trends

      Chapter Seven: Glamour Globals And Brand Shopping

      Chapter Eight: How The Glamour Global Defines Fashion

      Glamour Global Characteristics: The Fashion Perspective

      Part Iii:

      Yasmine Khashogji

      Chapter Nine: Understanding The Devotion To Trends

      Chapter Ten: Glamour Globe Trotting

      How Can We Spot A Glamour Global?

      Chapter Eleven: Glamour Globals Unleashed

      Part Iv:

      Rola Ashour

      Chapter Twelve: How Did The Story Start And Why?

      Status

      Attitude Towards Money

      Motivation

      Chapter Thirteen: Raising Glamour Globals

      How Teenagers Are Modeled Into Buyers

      Chapter Fourteen: The Impact

      Epilogue: Said Baaghil

      FOREWORD

      WHY DO CERTAIN AUDIENCES TEND to be followers of trends and not brands? Is it the onset of sudden wealth and the need to be socially accepted? What role does self-esteem play in these tendencies? My co-authors and I have tried to look at all the angles and observe current consumer behavior in emerging markets to see why a certain group of people in which we’re very interested, the Glamour Globals, might now be behaving differently toward brands, and preferring trends. We speak in general terms of several nations, but our primary focus is on emerging and frontier markets. I address the issue from a marketing perspective. My co-author Miriam Mosalli, a luxury consultant, then addresses the issue in more depth in the specific context of fashion. Another co-author, Yasmine Khashogji, a startup consultant, reveals some fascinating insight through a survey concerning our target audience’s vacation preferences. Finally, co-author Rola Ashour, a psychologist, offers a way forward by suggesting ways that we might cultivate a better future for all through simple improvements in the way we treat one another, make decisions, and raise our children.

      PART I:

      SAID BAAGHIL

      CHAPTER ONE:

      INTRODUCTION

      THE MODERN RICHE. THE BOURGEOISIE. The new money. The conspicuous consumer. The people we might call the Glamour Globals. History, literature, and sociology unfortunately repeat the all-too-often sad tale of people who suddenly come into money, and seem to have no better purpose for that money than to flaunt it, needing ever more money so they can flaunt it ever more showily. And of course they desire to acquire ever more—more money, more belongings—and seemingly with no higher purpose than to show that they have these things. Money, for such people, is power and status, not to do something with, but to possess, end of story.

      The story of people who were once poor suddenly coming into fantastic wealth is one we might predict would have a happy ending, fit for a fairy tale. And poor people coming into money is undoubtedly a good economic result for policymakers. But the story of new wealth as it unfolds in real life seldom seems to play out as it might if a Hollywood movie writer were scripting it.

      If we sit and think about the old fairy tales which deal with new money a little more deeply, however, we might remember the wise warnings concerning sudden wealth that we see in many ancient stories—those of King Midas, the prodigal son, the blind Baba-Abdallah. We find that the perils—often deadly—of being newly rich are as old as humanity itself.

      It must be said that it is not as though Old Money has ever behaved terribly well—but perhaps our disappointment in today’s New Money consumers is all the sharper because deep down inside we have such high hopes for poor people who now have access to wealth and the goods and power it can bring. Perhaps, we think, having seen the mistakes of past generations, this generation now coming into wealth will be the ones to get it right.

      In taking a

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