article (41st)

Results of this study shed light on the appeal of Michelle Obama from a fashion and style perspective. Moreover, this study provides every day perceptions of the First Lady from a consumer perspective, which is not present in past literature. The findings suggest that Mrs. Obama’s style makes her more relatable to women, and also causes them to view her role as first lady positively. This data is essential, as no studies to date have discussed how a first lady’s style may cause the general public to view her as more accessible. Butler (2013) and Evalds (2014), for instance, confirmed that the media in particular was interested in the physical appearance and attire of first ladies, however, they did not assess whether women specifically also had a vested interest in the attire of first ladies. Therefore, this study provided evidence that women are generally interested in the attire of first ladies, and may make assumptions about these women based on their attire choices. In this study, participants had a noted interest in Michelle Obama’s attire choices, and frequently referenced her being down-to-earth and approachable because of her choices, namely her willingness to shop at the everyday retailer Target. This implies that even though the social mission of first ladies may be important, it is also vital that the first ladies’ appearance be appropriate, yet also relatable, as participants in this study suggested that this made Mrs. Obama seem more genuine in nature. This finding may be valuable for political strategist in their branding and marketing of future first ladies.