Emotionally resonant fashion content: How can digital content align with the identities of young Helsinki-based women?
Selänne, Lizette-Maj Viola (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060219318
https://urn.fi/URN:NBN:fi:amk-2025060219318
Tiivistelmä
This thesis is an exploratory study about the types and characteristics of digital fashion content that emotionally resonates with young, Helsinki-based female fashion consumers. The purpose of this study is to provide insights into how fashion brands and content creators can create fashion content that deeply resonates with this demographic. In this thesis, the concept of resonance is examined through the personal emotional connection affected by self-concept and identity.
Semi-structured interviews were conducted with five participants that provided in-depth insights into their identities, perceptions of authenticity and social media behavior. The findings highlight that authenticity is a key factor in creating resonance. However, this audience has clear aesthetic expectations, where authenticity alone is not enough unless it also aligns with their values and standards. Interestingly, what is perceived as authentic or inauthentic can be affected by subtle details, illustrating the subjective nature of this judgment.
The participants’ self-concepts are highly aligned with themes of feminine expression, confidence, creative freedom and empowerment. The findings demonstrated how these themes can be communicated through visual storytelling in a way where content is still perceived authentic. For instance, confidence and authenticity are strongly aligned, indicating that inauthenticity is a symbol of insecurity for this audience. These resonating values were best reflected in content that felt bold, stylish and emotionally engaging while still appearing effortless and genuine.
A valuable insight was the disconnection between local fashion scene and the identities of this demographic. Global fashion influences were associated with more resonating concepts such as, confidence, free artistic and feminine expression, playfulness, high energy and even pleasure.
Ultimately, the study concludes that the most effective social media content is aligned with the target audience’s self-concept, identity and evolving definitions of authenticity.
Semi-structured interviews were conducted with five participants that provided in-depth insights into their identities, perceptions of authenticity and social media behavior. The findings highlight that authenticity is a key factor in creating resonance. However, this audience has clear aesthetic expectations, where authenticity alone is not enough unless it also aligns with their values and standards. Interestingly, what is perceived as authentic or inauthentic can be affected by subtle details, illustrating the subjective nature of this judgment.
The participants’ self-concepts are highly aligned with themes of feminine expression, confidence, creative freedom and empowerment. The findings demonstrated how these themes can be communicated through visual storytelling in a way where content is still perceived authentic. For instance, confidence and authenticity are strongly aligned, indicating that inauthenticity is a symbol of insecurity for this audience. These resonating values were best reflected in content that felt bold, stylish and emotionally engaging while still appearing effortless and genuine.
A valuable insight was the disconnection between local fashion scene and the identities of this demographic. Global fashion influences were associated with more resonating concepts such as, confidence, free artistic and feminine expression, playfulness, high energy and even pleasure.
Ultimately, the study concludes that the most effective social media content is aligned with the target audience’s self-concept, identity and evolving definitions of authenticity.