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Globalization: Fashion

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Elizabeth Thompson

on 9 June 2014

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Transcript of Globalization: Fashion

The Exclusive Industry Opens Up
Jobs Fly Away to Other Countries
Glaring Advertisements Attract Millions
ACCESSIBILITY:
MARKETING:
OUTSOURCING:
The Internet is undoubtedly instrumental in the globalization of fashion; in fact, the Internet has served to be the most reliable choice for marketing fashion. Considering the fact that social media is a tool for the globalization of products and services, globalization can positively affect the fashion industry, for consumer interest in the brand is increased, prompting a rise in sales and revenue. The world is connected through the Internet, which illustrates the effects of globalization in the tremendous amount of advertisements one can find on the Web. An article published by Alexander Cavaluzzo mentions Kate Spade, a fashion brand, and its recent "Live Colorfully" internet ad campaign. "Live Colorfully" (depicted to the right) utilizes an online video that uses vivid and vibrant graphics to attract and allure consumers into purchasing Kate Spade products. Rather than forking out millions of dollars for purchasing an advertisement on television, fashion brands have been taking advantage of places like YouTube, according to Mashable. Videos like Alexander McQueen's runway video have gone viral, attracting a newer, more enthusiastic consumer public. As said by an article published in Adweek, many luxury labels are "using the Internet and especially social media for raising brand awareness as well as marketing product lines." Surprisingly, the fashion industry has been riding the
evolving technological and social media "wave." According to BuzzFeed Style, fashion brand Rebecca Minkoff has recently been using the revolutionary app known as Snapchat to market their products. If consumers added the label as a "Friend," they would receive exclusive photos of outfits. Likewise, Michael Kors was the first fashion brand to begin advertising on Instagram. An additional way fashion brands market their products is through a prominent social networking site, Facebook, where they create a "Page" for the brand where consumers can discover an interest in the brand (this relates to accessibility, also). Globalization has had a similar effect on both marketing and accessibility, given that both can be related to technology; because social media can connect anyone with a social media account (which is an overwhelming number), globalization bolsters the fashion industry in that advertising to an enormous public can be done in a click or tap. Social connectedness substantially assists fashion brands to attract consumers from around the world, for they are able to view advertisements and the other various marketing strategies through common technological devices.
$1.25
Tuesday, June 10, 2014
The Impact of Globalization
GLOBALIZATION BOLSTERS THE FASHION INDUSTRY
Green is Not "In"
ENVIRONMENTAL EFFECTS:
Globalization, according to an article by the U.S. National Institutes of Health's National Library of Medicine (NIH/NLM), "has made it possible to produce clothing at increasingly lower prices, prices so low that many consumers consider this clothing to be disposable," which is known as "fast fashion." Fast fashion opens the door for consumers to frequently purchase clothing, along with frequently disposing of "old" clothing. This leaves a pollution footprint that can have damaging environmental effects. For example, polyester, a common material found in fashion and clothing, is manufactured through an "energy-intensive process requiring large amounts of crude oil and releasing emissions including volatile organic compounds, particulate matter, and acid gases such as hydrogen chloride, all of which can cause or aggravate respiratory disease," as said in the same article mentioned previously. Because of the increasing demand for fashion as a result of globalization, the environment suffers in terms of pollution from factories, a depletion of natural resources, and carbon emissions from transporting materials and products to retailers and consumers.
Globalization: Fashion
Fashion never ceases to impact the world, for every country places its own twist on this aspect of life that has brought people together from all around the globe; in a different respect, the globe has also impacted fashion.
The fashion industry has been shaped and molded by a multitude of factors, including globalization. Because more people are more connected, the fashion industry can be easily accessed through the web or through international store locations. Moreover, more retailers are able to internationally promote their products through their marketing or through Fashion Week. Because the industry has become more accessible, fashion has been diversified, given that people from around the world wield the ability to share and sample the disparate cultures of the globe. Despite the palpable fact that globalization has had negative effects on fashion, such as environmental consequences and outsourcing, the fashion industry has blossomed in terms of marketing, diversification and accessibility due to globalization.
Globalization Adds Color to Fashion Industry
DIVERSITY:
Elizabeth Thompson
The image above depicts the wide array of fashion brand logos.
The key to being a successful international fashion brand is accessibility, for people need to be able to find the product, whether it's at a retailer or on an online shopping site. These are direct effects of globalization, for connectedness enables accessibility, which is crucial for the success of the otherwise exclusive fashion industry. For example, "American fashion magazine Vogue created a digital library featuring every single page that has ever appeared in its 120 year history," according to an article published in Hyperallergic. The famous fashion magazine has taken a crucial step towards alluring consumers from all around the world, for it will be easier to access the fashion magazine if it can be found online, and can therefore
be accessed using a technological device. Similarly, the fashion industry has become more mobile in that the brands have realized the role technology and social media can play in their campaign. In fact, blogging "allows participation in this specific subculture with no material limitations and makes fashion more accessible and democratized," according to California Polytechnic State University. Fashion bloggers share their fashion findings, provide inspiration, and ultimately spur the growth of the fashion industry. Blogging can be classified as a branch of globalization, seeing as though people from around the world can rave, blog, and share their discoveries on the web, which showcases a sense of connectedness over something as integral as
fashion. Though technology and the idea of social media are popular windows for accessibility, there are much more basic alternatives for increasing the accessibility of the fashion industry. As inscribed in an article published by MISTRA.org, "clothes must be available in ordinary fashion boutiques, and information about garments are sustainably manufactured must be easily accessible." Because the transportation of products around the world is cheaper than most would expect - which is a direct result of globalization - fashion brands provide their clothes and products to retailers in different parts of the globe, hoping to gain consumers that would otherwise not be able to access and find their products.
Every nation has a different culture and customs, and because globalization increases the connectedness between the different regions of the world, fashion, an aspect of a culture, has been diversified. India is just one nation that has a culture completely different from the West; specifically, the way Indians dress can contrast how people in the West dress. According to a paper by Fibre2Fashion.com, "globalization is being witnessed in the Indian fashion industry, due to which changes have occurred in the style of Indian dressing." The traditional dressing worn by Indian women has been undergoing a change as a result of globalization. The paper continues, "Different styles of blouses like katori style, halter-neck, back button blouses, high neck blouses, puffed sleeve blouses, etc. have become the hot favorite among women" instead of the traditional saris. Individuals may view this as a negative result of globalization, since it seems as if Western culture is diluting the cultures of India. However, the paper mentions how "people in western countries too have started wearing

kurtis," which is an Indian-style, vibrant tunic. Because of globalization, fashion from every country has begun to spread and emerge in other countries! Although Vera Wang is an American fashion designer, she has been incorporating a taste of Japanese culture into her recent designs. Vera Wang has designed kimonos, traditional Japanese silk garments adorned with bright flowers and colors, which is illustrated in the picture to the right. Many fashion brands realize that they have the opportunity to widen their market, since globalization entails that more people from around the world can purchase their product with less difficulty, since the world is more connected a result. That being said, if they were to make their designs and fashion more compatible with the culture and traditions of the audience they are trying to reach, they will enhance their market and obtain more revenue. An additional example of a fashion brand that has realized and has decided to take advantage of this opportunity is a French luxury brand known as Givenchy. In order to allure a Middle Eastern audience, Givenchy has decided to incorporate an aspect of their culture, burqas, into their designs. In the image to the right, one can notice that Givenchy has designed outfits that closely resemble traditional burqas, garments worn by many Middle-Eastern women. In spite of the fact that Givenchy initially tries to attract a large French market to purchase their products and items, they have decided to appeal to another audience (because it is possible through globalization) by designing around their traditional dress unique to their culture.
Although fashion can be exceedingly pricey and expensive, fashion brands have been making endeavors to slash production costs by outsourcing jobs to places like China and India. In fact, according to Globalization101.org, "clothing manufacturers are locating their factories in China and in other low cost manufacturing hubs; even high end companies, who used to take pride in manufacturing their product locally, are taking part in this trend." Globalization has propelled the rise of outsourcing, for companies from around the world can connect and create contracts with regards to factory production. Businesses can be more connected to factory companies, which is why they wield the ability to outsource jobs. As said in an article by the Centre for Research on Globalization, outsourcing can threaten countries like the United States, for jobs and employment are leaking out of the nation and into places like India and China because it is a cheaper alternative for fashion companies. Though globalization has been proven to be beneficial for the fashion industry, fashion companies have been outsourcing crucial jobs and employment opportunities to other countries in an attempt to increase profits, though in a detrimental way.
Perks & Drawbacks
CONCLUSION:
The influential fashion industry has undergone a transformation as a result of globalization; this once exclusive, posh aspect of life has begun to expand, reaching consumers ready to fill their closets with the colorful, ornate garments. Businesses, retailers, and consumers are substantially more connected than before. Globalization has enabled the fashion industry to become more accessible and alluring through tools such as social media and the Internet, for the Web has provided companies with the opportunity to connect with consumers from all around the world. An implication of expanding the industry is diversity, for companies are forced to first attract a public that is culturally different, and one of the only ways to accomplish this is through incorporating aspects of those cultures into their designs. While there are advantages of globalization, there are plenty of downsides; specifically, because businesses are more connected and can interact with each other easily, jobs can be outsourced to other countries, draining the original (or initial) nation of jobs and employment opportunities, which weakens a country's economy. Moreover, many fashion brands are selling their products to a greater, global public, which inevitably leads to more carbon emissions, a decrease in vital natural resources, and more environmental consequences. That being said, the impact that globalization has on fashion is generally positive; however, the impact globalization has on the world is not as beneficial.
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