Ah! The “Death of Fashion” yet again. (And again and again.) this is very interesting. The head of the French Federation – the core of the couture world- is writing against a social structure that has been slowly taking place for 40 years (if not longer.)
Consumer-driven ‘buy now’ strategies can damage fashion brands, argues Pascal Morand, executive president of the Fédération Française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode.
Source: Op-Ed | The Problem With ‘Buy Now’ | Opinion, Op Ed | BoF
The Happening World!
The “Authenticity Question”! “Symbols in Society!”
The Handknitting Association of Iceland has issued a statement regarding a ‘lopapeysa’ sweater given to Chicago Mayor Rahm Emanuel by Minister of Industry and Commerce Ragnheiður Elín Árnadóttir yesterday.
Source: Minister Gives Mayor Icelandic Sweater Made in China | Iceland Review
Here´s an interesting –and previously unthought of– vantage point on the “World of Fashion.” (I haven’t even created a “politics” category until now…)
Donald Drumpf is turning the American political process into a reality show, and forgetting that thriving industries in the US like fashion are built in no small part by the work of immigrants and their offspring, writes BoF’s Imran Amed.
Source: Donald Drumpf for President: America, Is This a Joke? | Opinion, Right Brain, Left Brain | BoF
If fashion is about creating images for display in society and is adopted on the basis of what we see in the mirror. What happens when all life is lived in front of a mirror?
“Are the likes of Instagram and Facebook turning us all into vain and attention-seeking narcissists, or were we that way to begin with?”
Source: I, narcissist – vanity, social media, and the human condition | World news | The Guardian
I was starting to understand just how much of my life was subsumed by these companies. But that it’s already too late. “Technological change happens slowly,” he said. “It’s like a warming up and by the time you realize it’s hot, you’ve melted.”
Abercrombie & Fitch is a retailer focusing on upscale casual wear for young consumers. It is well known for its racy marketing and promotion advertisements with a near- luxury lifestyle concept. This company targets kids as young as 14 years old to adults up to 20 years of age. They are committed to providing “trendy,” cool, comfortable and long lasting clothing.
However, in today’s generation this is just not enough. They have been involved in many controversies and have had many law suits against them on behalf of their discrimination in regards to body image. As well, they are sexualizing women even beginning at a very young age. They do not market to plus size customers and former CEO Micheal Jefferies has even claimed he doesn’t want larger people shopping in his store, he wants thin and beautiful people. Their sizes are smaller than what they actually are in order to keep larger, “unattractive” customers out of the store. They also follow this idea when hiring for their store staff. They discriminate on appearance and body size. Abercrombie and Fitch’s focus on exclusivity is causing their fall out of fashion with its target market among it’s competitors.
The Millennial generation is the most diverse generation and is thus driven to support companies that are against discrimination and for equality and acceptance. Thus, in our “world of fashion” today people are being turned off by A&F’s marketing approach and their discriminatory,unfavorable attitudes, beliefs and values. In order to keep up in today’s society and with their competition, they must take steps such as owning up and admitting to their mistakes and re- evaluating their vision and marketing strategy.
Leading retailers such as Forever 21, generate sales from fast fashion trends, which currently dominate the fashion industry. A problem arises for Forever21 when they want to keep their high sales and remain a top retailer, and fast fashion dies. Fast Fashion will die because it is not sustainable. The textile and apparel industry is the second largest polluter in the world. As more consumers become aware of the effects of the fashion industry on the health of our planet and global warming the closer the fast fashion trend gets to its inevitable death. Fast fashion is a product of the attitudes of instant gratification, which has dominated the generational shift in our society. The death of fast fashion is an alarming concern for top designers and manufactures leading this industry.
Forever21 relies heavily on social media, e-commerce and mass production. Social media and e-commerce are the most important communication channels Forever21 uses to reach their consumers. Forever21 has a consumer target market of 14 – 30 year old women. They use Facebook as a means of communication to inform customers about sales and promotions and display attractive advertisements. Social media and e-commerce are some of the best ways for all retailers to gain publicity, the opportunities are endless.
Secondly, mass production is the foundation top retailers such as Forever21 were created by. It is important for Forever 21 to have the newest trends on their racks faster than their competitors. To ensure they meet the demands of their large consumer market. Forever21 specializes in women’s basic garments and accessories. They aim to produce products with consistent quality to their consumers. However, their affordable prices justify a mistake in production once in a while. The majority of Forever 21’s customers value affordable price over higher quality.
With the new image of the body types in the fashion industry, and more acceptance of the plus sizes as a market. Most of the brand serve this section of the market. Brandy Melville which was ranked no. 1 among the brands popular for teens, do not sell plus sizes. With changing lifestyle and increasing obesity rate in teens, this might be issue of concern to the brand.
This also is a major concern for the brand image, and is perceived as negative. Currently on runway and photo shoots of the new collections, plus sizes models are increasingly appearing and making strong statements in the fashion world. 65% of the consumer still feels that the plus sizes are being ignored, with the changing outlook to this the brand have started expanding their plus size collections. Considering the current scenario and attitude toward plus sizes, Brandy Melville as a brand must be interested in viewing the plus size as their new project.
I am not completely sure about my choice for an end of term client, however, I chose this brand because I work for them and I very familiar with their products and marketing strategies. I witness first hand the successes and shortcomings of the brand, and I feel that makes me qualified to analyze the company. Robert Graham is a specialty store that began making solely men’s clothing, but they have since expanded to include women’s clothing. They operate and position their brand in the mid-tier luxury market.
The brand has accumulated a cult following because they were able to meet the needs of a niche market. They accommodate men sized extra-small to four extra-large. Robert Graham has gained visibility and brand awareness from Cameron from Modern Family, Randy Jackson and the house-husbands on Bravo. The brand prides themselves in being “American Eclectic,” however, this concept is very polarizing and restricting. On the surface, the brand does not fit the trendy image, or classic images. They don’t have a large enough target market to elevate the success of the brand. They need to consider alternatives in their marketing and design to optimize the prospects of the brand future.
For my end of term paper, I am choosing to focus on Victoria Secret which is a specialty brand. Victoria Secret consists three branches which are Victoria’s Secret PINK, Victoria’s Secret Beauty, and Victoria’s Secret. Victoria’s Secret is primarily an undergarment line that targets middle class women mainly younger high school and college age women. In addition to undergarments they sell apparel, swimwear, bedding, and accessories such as fragrances, footwear, beauty products, bags, and work out accessories. Till this day, it is the largest American retailer of women lingerie and has been standing since June of 1977. According to Statistic Brain Research Institute, Victoria’s Secret was expected to record $12 million 500 thousand in revenue. The items that Victoria’s Secret sell will never go out of style because it is something that women will need to consistently purchase.
Broadcasting their brand more, the Victoria’s Secret Fashion Show has become the most-watched fashion event in the world. In addition to this, they promote their brand by having beautiful and popular women promote their line. Women that everyone look at as the definition of beautiful. They have been extremely successful because they’ve outsmarted their competitors by offering a variety of better designs and hiring top talent which makes customers feel as if they’re shopping in a model’s wardrobe.
For my end of term paper, I want to focus on companies that use child labor as their way to distrubite clothing to the United States. During my reasearch I have found that Walmart carries multipe brands that use child labor. Hanes being the biggest one that stuck out to me. I hope to continue my research to see if any of my clothing brands that I wear frequantly use child labor as well. More companies than we think use child labor to manufacturing clothing and during this centruy it should well be illegal in every counrty. I do not agree with it. It is hard to buy things not from other countries so I find myself also contridicting myself. Like we all own Iphones or Nike sneakers. These products are made in countires by children or very low low wage workers. It is so sad, but if we could maybe stop buying some of these major products child labor would stop. Now that I feel like i really ranted about this topic this is what I would like to do my paper on. It is a major issue in huge corporate companies and it needs to stop.