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Jana Scalzitti WI' 2013 Where we will take you: Why Should YOU Care? Thesis
Analysis / Recommendations
Definitions Pepsi Global Fashion Symbolizes:
Many different things
To many different people of:
Diverse geographic locations
Cultures Fashion Professionals Like Yourself: Need to understand these differences To be successful! Global Fashion Consumers To market appropriately Asian Historical Perspective: Global Fashion Consumers Global Fashion Consumers Global Fashion Consumers Global Fashion Consumers What Does Each Culture Value In Fashion Goods? U.S. What Impresses Americans to buy? What Impresses China to buy? Global Fashion Consumers Global Fashion Consumers ST 1 ST 2 Global Fashion Consumers Global Fashion Consumers Global Fashion Consumers ST 3 Promotion ST P: Survey: Who? Females/Males ages 18-36+ How Many? 25/25 respondents Response Ratio? 100% How Selected? Survey Sample of Diverse group of individuals living in the United States. Survey Results: Global Fashion Consumers: Marketing Appropriateness What would we do differently? Larger number of respondents More culturally diverse sample Survey conducted on International scale Global Fashion Consumers: Marketing Appropriateness Survey Analysis: All respondents found fashion marketing: neutral - very culturally appropriate Global Fashion Consumers In each target country, fashion marketers need to consider—
Physical forces (location, natural resources, climate),
Historic and political forces. Global Fashion Consumers Global Fashion Consumers: Conclusions Consumer Behavior Definitions: Global Fashion Consumers Works Cited Global Fashion Consumers Questions / Comments Cultural anthropology
Trickle down theory
Trickle across theory Global fashion consumers place different values on what each culture considers fashionable. Fashion is traditionally defined as what people wear BUT... The notion of beauty is common amongst all cultures and is a component in each culture's definition of "fashion". Global Fashion Consumers Thesis: Each culture defines beauty in different ways according to values, tradition, and history, which in turn affects and directs the ways in which individual cultures consumes fashion. We analyze this notion of beauty in global fashion advertising through the lens of women’s roles in two dominant global countries of: China and the United States. Global Fashion Consumers Global Fashion Consumers Subtle Cultural Differences in Global Fashion Advertising U.S. Historical Perspective: Subtle Cultural Differences in Global Fashion Advertising Evolution of fashion produced the notion of individual freedom of expression which impacted what Americans consider beautiful. Individuality Body-Centric Sexy Professional In Confucian cultures, femininity is associated with: strong family values, respect, humility, virtue and modesty. Girl next door Cute Round Features Nurturer What Does Each Culture Value In Fashion Goods? U.S. fashion consumers: high value on designer labels. Americans enjoy fashion freedom of expression by owning expensive, luxury items as a status symbol. (Rath 2008) What Does Each Culture Value In Fashion Goods? China: foreign luxury fashion goods Less value placed on status Value placed on luxury with quality Respondents consider themselves predominantly liberal - neutral with one outlier as conservative Logical cultural sensitivity for those living in the U.S. U.S. marketers are doing their job! U.S. Consumers are influenced by celebrities, styles then trickle down to majority. (Rath 2008) Chinese consumers are mostly influenced by their peers. (Rath 2008) Real Life Example: Cover Girl Cosmetics is your client for the next ad campaign in Asia. Can you analyze the perceptual map to help develop some themes for the advertising campaign?
U.S.: less rigid Global Fashion Consumers Survey Analysis China: more modest approach in its definition of beauty. Values luxury, designer labels & quality Influenced by peers to buy American freedom influences idea of beauty: sexy, powerful and body-centric. Influenced by celebrities Values designer labels: status "Let's Talk..." Winter, Metta. "Interpreting the Influence of Diverse Cultures on Fashion." Human Ecology 32.1 (2004): 17-20. ProQuest Central. Web. 2 Mar. 2013.
Fowler, Jie G. "Female Appeals Across Cultures: Analyzing the U.S. Versus Chinese Fashion Magazine Advertisements." The University of Nebraska - Lincoln, 2012. United States -- Nebraska: ProQuest Dissertations & Theses (PQDT). Web. 12 Jan. 2013.
Kline, Elizabeth. "The Fashionista's Dilemma: Cheap Clothes." CNN. Cable News Network, 12 Sept. 2012. Web. 01 Mar. 2013. <http://www.cnn.com/2012/09/11/living/high-cost-of-fashion>.
Rath, Patricia, Stefani Bay, Richard Petrizzi, and Penny Gill. The Why of Buy: Consumer Behavior and Fashion Marketing. 1st ed. New York: Fairchild Books INC, 2008. Print.
Friede, Eva. "Fashion Now a Political Statement: In some Cultures, what You Wear is Not a Matter of Personal Choice." Edmonton Journal: 0. Nov 24 2001. ProQuest Central. Web. 3 Mar. 2013.
Pesendorfer, Wolfgang. “Response to “the Fashion Cycles in Economics” Journaltalk. Econ, Dec. 2004. Web. 4 Mar. 2013.
Warveni, Jap. "Global Brands vs. Local Brands in Chinese Consumer mind." Global Brands vs. Local Brands in Chinese Consumermind. N.p., 01 May 2010. Web. 03 Mar. 2013. <http://www.freepatentsonline.com/article/Journal-International-Business-Economics/243876922.html>. Hand distributed surveys to AI Students, co-workers and friends (Rath 2008) (Warveni 2012) (Fowler 2012) (Fowler 2012) Global Fashion Consumers