72-5). Amongst young demographics, the most lucrative market segment is young, ready-to-spend, attention seeking teenage and adolescent girls (McRobbie, 2008, pp. 534-37). With steady changes in consumer’s preferences, young females are always looking for the next big thing (McRobbie, 2008, pp. 534-536). It is observed that the pace of fashion brands launching new collections is much faster than it was some ten years ago. Although there can be various reasons for thatsuch as market competitionor increased consumer awareness, however, intention to capture major market share acts as a motivation for manufacturers to introduce new brands rather quickly (Hines, 20070.Surprisingly long females queue in lines to get their hands on the latest products which encourage companies to speed up their manufacturing and excessively use highly influential marketing campaigns such as ATL (above the line) and BTL (below the line) marketing techniques (Sands and Sands, 2012). In case of TV series, ATL activities are more effective as it involves use of search engines, social media and other media like TV, cinema, radio, newspaper etc.
On the other hand, BTL activities include sales promotion strategies such as kiosk, email marketing etc.
These techniques influence the buyer significantly and owning a product becomes a source of pride (Sands and Sands, 2012). Furthermore such marketing campaigns are designed to cater changing buyer preferences along with increasing competition between consumers belonging to different social classes (Kwak, Zinkhan and Dominick, 2002, pp. 77-92). It can be agreed upon that Television programs act as a source of fashion-related information for youth (La Ferla, 2008). Young females find it easier to relate themselves to the famous characters shown in their favourite shows, so much that they love to imitate them, look like them and even prefer the same products (Arthur, 2003, pp. 87-9).
The same phenomenon is apparent in viewers of Gossip Girl. Zagaroli (2009) explains that the series has managed to portray young girlsas ‘narcissist, righteous and extravagant in displaying themselves boldly’ (p. 7). According to the show, women are bold and beautiful creatures with every right to pamper themselves with whatever they desire (Lange, 2010, pp. 403-5). Some examples can be Blair and Serena using apparel range of renowned brands and designers like Tory Burch and Vera Wang in the first two seasons of this series.
However, reality is far from this. The majority of women struggle every day, sometimes they study and work exhaustively for a decent lifestyle.