Fashion: Media and Marketing, How Media and Film Influence Fashion
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Fashion: Media and Marketing, How Media and Film Influence Fashion

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  • According to Engelmeier and Engelmeier (1997), people are easily influenced to decide what they would wear by visible materials. Therefore, especially, we can see the fashion evolution prominently since we started enjoying such medium: film and mass media as pastime. People consume and absorb fashion has changed since the 60’s’. Peasdon (2013) said the relationship between fashion and film in the 60’s, 70’s and 80’s was strongly bonded like its fashion and music; however, the tendency had changed to the TV shows from the 90’s, such as Sex in the City and Gossip Girl. After that, there is a shift again to the Internet with blogs, outfit creating ‘Polyvore’ and outfit sharing ‘Lookbook’ websites. As a result, audience cannot be apart from those mediums any more.
  • * Fashion bloom through the cinema. (Engelmeier and Engelmeier, 1997)* Fashion is far less influential without power of the cinema due to its casualness. (Engelmeier and Engelmeier, 1997)* Couturier and film studio cooperate to create promo costuming, which is for only film and RTW. (Engelmeier and Engelmeier, 1997)* On the screen, as in the real world, dress has been used to communicate character and identity, and to suggest social context.
  • Engelmeier and Engelmeier (1997) also stated that a successful film with a big star in wearing a designer’s collection was the best advertisement for the couturier. For example, Audrey Hepburn, as Holly Golightly in Breakfast at Tiffany’s, looked at the Tiffany’s window through her dark glasses, was well expressed herself as a stylized object, perfect model and mannequin with her little black Givenchy dress and lavish jewels (Blake Edwards, 1961). The black dress from Givenchy by worn Audrey affect the media, where we can see homage of it still now, can be said the most famous black dress in this century.
  • People can access and get wider range of fashion information easily due to developing of the mass media, which influence their costumes today.Mcquarrie, Miller and Phillips (2013) said, as decreasing the restriction of the mass media in this modern society, people are able to access those mediums, such as television, magazine and Internet freely today. Apparel magazine (2010) reported that social media has revolutionized the way people communicate and share information, and within the apparel industry its structure has been profoundly influenced. According to Mcquarrie, Miller and Phillips (2013), clothing, which are created by the designers and manufactures, are promoted by media institutions and the social elite who expose in the public place, such as television, movie, special event appearances, talk show and gossip magazines.9 seconds
  • As a result, fashion brands (Nine West, Kohl’s, Macy’s NIKE, American Apparel, LOFT) and designers (Marc Jacobs, Calvin Klein, Vara Wang and Oscar De La Renta) have advertised their products through social media and inform their campaigns as well as fashion shoots and runway videos.
  • While according to blogpulse.com, 170 million blogs exist worldwide with renewing 100,000 entries per day in October 2011. The blog-tracking site Techonolati.com reported the most Internet users read one or more blogs. Mcquarrie, Miller and Phillips (2013) defined fashion blog as the place where the owners discuss what is, and what is not fashionable with their own preferences. He also said people believe the information of electronic word of mouse and bloggers, that are called opinion leaders and market mavens, are authentic. Therefore, though the fashion bloggers are not in actual fashion industry, they can have readers who support them as fashion bloggers.

Fashion: Media and Marketing, How Media and Film Influence Fashion Fashion: Media and Marketing, How Media and Film Influence Fashion Presentation Transcript

  • How media and film influences fashion
  • • Facebook: more than 500 million users/ 500,000 new users signing up each day/ spending more than 700 billion minute per month (Apparel magazine, 2010) • Youtube: watching 2 billion videos each day/ uploading hundreds of thousands of videos daily (Apparel magazine, 2010) • Twitter: 190 million visitors per day/ generating 65 million tweets a day (Apparel magazine, 2010)
  • • 170 million blogs exist worldwide with renewing 100,000 entries per day in October 2011. • most Internet users read one or more blogs. • Mcquarrie, Miller and Phillips (2013) defined fashion blog as the place where the owners discuss what is, and what is not fashionable with their own preferences. • though the fashion bloggers are not in actual fashion industry, they can have readers who support them as fashion bloggers
  • Thank You