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Jana Bowden-Everson comments in article "Why fit is the new fashion"

Created: 08 Oct 2013

  • Publication: Sydney Morning Herald
  • Story: Why fit is the new fashion
  • Date: 7 October 2013
  • Author: Melissa Shedden

Excerpt: “This is about self-identity, not insecurity,” says Dr Jana Bowden-Everson, a senior lecturer in marketing at Macquarie University. “Today's woman has many roles. She is a mother, homekeeper, employee, among many, and she wants to see herself as someone who can lead a fast-paced, highly mobile, massively organised, full life. Consumption of brands is deliberate – it is about sustained image construction and management – and our brand choice fulfils our needs for self-esteem and identity."

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