INFLUENCE OF CELEBRITIES DRESSING STYLES ON STUDENTS CHOICE OF CLOTHING AND SOCIALIZATION IN TERTIARY INSTITUTIONS
ABSTRACT
This study was carried out to investigate the influence of Celebrities’ Dressing Styles on Students’ Choice of Clothing
and Socialization in tertiary institutions in Kaduna state, Nigeria. Four objectives, four research question and four null
hypotheses were formulated as well as review of relevant literatures to the study. The study was a survey research design having Five thousand and thirty students as the target population while five hundred and three students served as samples for the
study across three tertiary institutions in Kaduna State, Nigeria. The Sampling technique used was systematic
sampling. The instrument used for data collection was questionnaire. The method of data analysis for bio data and
research questions was by frequency counts, and percentages. Regression Analysis was used to test all the null hypotheses at 0.05 level of significance. Results of the null-hypotheses showed that Null hypotheses one, two, three
and four were rejected. Among the findings of the study were: celebrities’ dressing styles have significant influence on
students’ socialization in tertiary institutions; celebrities’ dressing styles have significant influence on clothing
utilization of students’ in tertiary institutions; celebrities’ dressing styles have significant influence on fashion trend of
students’ in tertiary institutions; celebrities’ dressing styles have significant influence on clothing accessories of
students’ in tertiary institutions. It was concluded that: Students’ of tertiary institutions tend to socialize based on their
peers who conform to celebrities’ dressing styles. The researcher recommended among others that students should
have good relationship with each other irrespective of individual outfits and clothing should not be the bases of determining social status of their fellow students.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Clothing is anything that is worn on the body which includes garments, jewelry, cosmetics, tattooing, shoes and
others. Clothing is also a form of artistic expression that reflects the cognitive, moral and social aspects of human life
(Kiran, Malik, Riaz, 2002). Humans expressed that during the present dynamic age, there was probably no other
sphere of human activity being important to such an extent, in which values and life styles are reflected more than
they are in the clothes that we choose to wear. An individual’s dress is a kind of “sign language” that communicates a
complete set of information and is usually the basis on which immediate impressions are formed. Style of clothing
that people wear, the fabrics, designs and colours can speak a lot about the way an individual thinks and live. Erwin
et al (1979) recognized that no single conceptual framework was adequate in interpreting the significance of
dress. Rather conceptual network of information that assists in apprehending the importance of clothing.
Ibrahim (2013) stated that change in clothing is inspired by fashion designers who decide to showcase their products
in magazines, catalogues, newspapers and travels, cultural events such as stage play or life performance and art
exhibition or a costume exhibit is also an inspiration. Similarly, clothing choice and practices are an important human
activity that constitutes the selection, acquisition and utilization of clothes. These activities are affected by social
reasons, values, goals and self-concept.
Celebrities are well-known personalities who are famous as a result of their achievements. According to Schlecht
(2003), Celebrities are people who enjoy public recognition by a large share of certain groups of people. These
recognition and achievements are usually known both locally and internationally. The Celebrities take different forms
ranging from actors like Julie Robert, Rihanna, Beyonce, Morgan Freeman, models like Naomi Campbell, Agbani
Darego, Genevieve Nnaji, sports like Tiger Woods, Venesa and Serina Williams, Raphael Nadal entertainers like
Oprah Winfrey, Toke Makinwa, Amber Rose, Kim Kadashian, and musicians like Tuface Idibia, Di’ja, P-Square, Nicky
Minaj, Omawunmi, Davido, Tiwa Savage etc. These celebrities and their visual fashion statements affect dresses of
youth and also the fashion industry which is evident in specific fashion replications (La Ferla, 2006).
The celebrities mode of dressing are usually that of the western wears and these celebrities unintentionally start
trends, photographers snap hundreds of pictures and after the photos have been published, new fashions are born. It
is often seen that interviews of these Celebrities are read with keen interest by young people. Young boys and girls
are eager to know the personal aims and attitudes of these people. The youth observe the celebrities closely and
then imitate them in every instance of their life. The youth pay great attention to their advice even more than their
parents, teachers and their well-wishers (Norton, 2006). Clothes with Celebrities names and pictures are one of the
examples. Young boys and girls imitate the mode of dressing to gain some sort of psychological satisfaction.
Celebrities who are viewed on television, movies, satellite, newspapers are all powerful tools of communicating dress
sense and clothing styles to students (Kiran,Malik, Riaz, 2002).
Dressing patterns of these celebrities are usually done in a manner that suits their personality. Schuster (2011)
explained that one of the easiest way to show celebrities personality without saying a word is through their style of
dress because the image the project as they walk can immediately set the right tone for their performance. The mode
of dressing comes in the form of romantic wears and colours that cling so much on them making them appear bold
and sexy on stage. People will always have one thing in common; they want to look nice, they want to be aware of the current trends and their appearance to be appreciated.
INFLUENCE OF CELEBRITIES DRESSING STYLES ON STUDENTS CHOICE OF CLOTHING AND SOCIALIZATION IN TERTIARY INSTITUTIONS