Feminism Brand Analysis

Kirkpatrick (2010) noted that the ideology of feminist has been developed more progressive at this time. This ideology does not only talk about the equality for women, but also comforts feeling of being whatever they want to be. For example, some women nowadays choose to be non-professional even though they already have high education. They consider that education as enlightment, not a requirement to be professional or background for getting high-profile job. They have freedom to choose everything that they entirely believe without worrying about what people say about their choices. This idea is widely known as definition of choice feminism. This idea is actually part of new wave of feminism which mostly established in the US. Christine Harnois

Commercial brands are ringing endorsements for gender equality and women empowerment. This phenomenon is now taking over the way commercial brands themselves and how they create loyal customers. Using feminism as a platform to empower women is becoming increasingly popular nowadays. In their advertisements, brands are showing women that no matter their body shape, their talents, where there from, or who they are they can be somebody and conquer their dreams. No longer are brands using model-look-like for their campaigns, but real women with real dreams. Brands are using women empowerment to create brand loyalty and to motivate and encourage woman to be more comfort about who they are. They are grabbing women's heart and sending them message to be fearless and conscious about their

However, this study is particularly talking about choice feminism, one of the examples of American feminist which focuses on women empowerment. Choice feminism itself is actually a new theory which was acquainted by Jean Kirkpatrick (2010), a US scholar who is interested in the new wave of American feminist ideology. This theory will be used as a part of qualitative method along with other literature researches from some journal articles and a book. Two literature sources which become the important sources for this study are a journal article about choice feminism by Jean Kirkpatrick and a book about the success story of Tupperware written by Bob Kealing in 2008. On Kirkpatrick's article, the study emphasizes the key point of this article, which is theory of choice feminism. Kirkpatrick described this theory as the new perspective of feminism which not only about gender equality, but also the choice of women for being anything they want as long as they feel comfort and confident about it. Meanwhile, Bob Kealing's book is used in this study as a basic source of Tupperware's strategy on getting its success based on its women consumers who have been being attracted by the approach of choice