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Transnational Fashion

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by

Jenelle Williams

on 19 September 2013

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Transcript of Transnational Fashion

ELIE SAAB
H&M Online Shop Advertising
Price
Sales
Deals
Multi- Channel
Celebrities- Gisele Bundchen
--> Upper Class
Inventory and page layout changes frequently
Facebook



Facts
Available in 43 countries
2,629 Stores
2nd largest global retailer
Production in 800 factories in Europe and Asia
Worth: $12-$16 billion

Facts
Elie Saab Website
Intersectional Personalities and Transnational Fashion
Outline
H&M Founder, Facts, Fashion
H&M Online Shop Advertising
Subject Formation
Elie Saab Founder, Facts, Fashion
Elie Saab Website Advertising
Subject Formation
Comparison
The Founder of H&M ...
Erling Persson
About the Brand
Founded in Beirut, Lebanon 1982
Haute Couture & Ready-To-Wear
Flagship in Paris at Le Triangle D'or
Beirut inspired
Market Segment - Luxury
Target Market - Women
Focus

Transnational and intersectional subject positions and their influence on subject formations
Controversies
300 Cambodian workers passed out in one week
$89/month
Uzbekistan forced child and adult cotton harvest
Tries to look like high fashion
Fashion trends from runway
Fast
Cheap
Labor and quality
Transportation
Also, men, kids, cosmetics, accessories, footwear, interior
H&M Fashion
No real fur
New sustainable production
Recyclable fabrics
Animal and Environment Protection
Vision
To give customer unbeatable value by offering fashion and quality at the best price
Subject Formation through H&M
Erling Persson High Volume Store
Vision- Revenue
Costumer: Young women and men looking for current fashion
Environment
High end fashion for low price
No true target market
Men and Women 18-45yrs
Variety of Styles
Leaves great room for subject formation
Sources

http://www.researchandmarkets.com/reports/568624/profile_of_handm_a_pioneer_of_fast_fashion
http://www.ecouterre.com/is-h-m-new-lower-priced-clothing-encouraging-disposable-fashion/
http://www.just-style.com/analysis/spotlight-onhm-sustainability-report_id110846.aspx
http://www.theguardian.com/business/2012/apr/07/hennes-mauritz-h-and-m
http://www.forbes.com/companies/hm/\
http://www.theguardian.com/business/2012/dec/15/cotton-child-labour-uzbekistan-fashion
http://www.executive-magazine.com/consumer-society/QA-Elie-Saab/4780/print
http://www.vanityfair.com/style/features/2011/11/elie-saab-201111



Ultimate goal
Choice of Fabric
Five story studio in Beirut
18 Outlets in US
42 Other outlets
Private Company
Contact Information
Ready-To-Wear
Influence & Advertising
Ready-To-Wear
Elie Saab Vision= Make women feel beautiful
Target Costumer- Upper Class Women, Royal, Celebrities
Special Occasions
Red Carpet
Closer to the average
Daywear and accessories
Belong to High Society
Feel Special
Expressing wealth
Differentiating from mainstream customer
Subject Formation through Elie Saab
Advertising
Pieces promote themselves
Word of mouth
Celebrities
USA, Russia an Middle East highest sales
Younger customer in Asia
400-800 Dresses/Year
Starting point $35000
Very selective manufacturers
Wedding Dresses
Ball Gowns
High End
Quality
Ready to wear
Perfume
Accessories
Elie Saab Fashion
H&M and Elie Saab Comparison
Customers
Image
Quality
Location
Advertising
Subject Formation
Haute Couture
Full transcript