Fashion Presentation

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This presentation was given as a part of a three-hour presentation on Fashion in Peter Coughter's class at the VCU Brandcenter.

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Fashion Presentation

  1. 1. “Traditional marketing is based on need. You take a product that corresponds to an existing demand, and attempt to prove that your product is the best in its category. But fashion is based on creating a need where, in realty, there is none. Fashion is a factory that manufactures desire. - Fashion scholar Bruno Remaury
  2. 2. Consumption of the Concept
  3. 3. Control freaks
  4. 4. prior to 1850s - clien t
  5. 5. prior to 1850s - clien t Until WWs - designer
  6. 6. World War Androgyny “Eccentricity kills personality.”
  7. 7. The birth of mass and democratization of fashion “My name is more important than myself.” - Pierre Cardin
  8. 8. prior to 1850s - clien t Until WWs - designer 1950s - marketers
  9. 9. Used to be: Haute Couture Pret - a - porte Challenger Mass
  10. 10. Used to be: Haute Couture Pret - a - porte Challenger Mass
  11. 11. Used to be: Haute Couture Pret - a - porte Challenger Mass
  12. 12. Used to be: Haute Couture Pret - a - porte Challenger Mass
  13. 13. Used to be: Haute Couture Pret - a - porte Challenger Mass
  14. 14. Used to be: Haute Couture Pret - a - porte Challenger Mass
  15. 15. Then fashion was democratized Haute Couture Pret - a - porte Challenger Mass
  16. 16. Then fashion was democratized Haute Couture Street Semi-Couture Wear Pret - a - porte Sports Challenger Mass
  17. 17. Then fashion was democratized Haute Couture Street Semi-Couture Wear Pret - a - porte Sports Challenger Mass
  18. 18. Then fashion was democratized Haute Couture Street Semi-Couture Wear Pret - a - porte Sports Challenger Mass
  19. 19. Then fashion was democratized Haute Couture Street Semi-Couture Wear Pret - a - porte Sports Challenger Mass
  20. 20. Then fashion was democratized Haute Couture Street Semi-Couture Wear Pret - a - porte Sports Challenger Mass
  21. 21. prior to 1850s - clien t Until WWs - designer 1950s - marketers 1960s - the people
  22. 22. Rise of models Proliferation of fashion media
  23. 23. The role of fashion magazines Beth, co-owner of high fashion store ‘Kirna Zabete’ says that the media is in charge of digging through all of the new looks that designers are presenting, pulling out the few they feel will be picked up by mass and filtering those ideas out through their pages. The designer can imagine it, but if their work isn’t seen by the public then it is lost.
  24. 24. prior to 1850s - clien t Until WWs - designer 1950s - marketers 1960s - the people 1960s models and media
  25. 25. 1970s “Art schools pumped out rebellious young designers, rock fell in love with avant- garde clothing, the fashion press exploded and the first generation of ‘stylists’ - those benign dictators of dress - told consumers what to wear and how to wear it.” Source: Mark Tungate “Fashion Brands” pg. 16
  26. 26. prior to 1850s - clien t Until WWs - designer 1950s - marketers 1960s - the people 1960s 1970s - the photographer models and media 1970s youth
  27. 27. Industry of victims
  28. 28. Ralph Lauren commercail
  29. 29. the american dream
  30. 30. ralph lauren commercial
  31. 31. prior to 1850s - clien t Until WWs - designer 1950s - marketers 1960s - the people 1960s 1970s - the photographer models and media 1970s youth 1980s - AIDS, lifestyle branding
  32. 32. arketer loses control
  33. 33. / Reality Runway
  34. 34. upermodel Era
  35. 35. prior to 1850s - clien t Until WWs - designer 1950s - marketers 1960s - the people 1960s 1970s - the photographer models and media 1970s youth 1980s - AIDS, lifestyle branding 1990s - models, streets, advertising
  36. 36. prior to 1850s - clien t Until WWs - designer 1950s - marketers 1960s - the people 1960s 1970s - the photographer models and media 1970s youth 1980s - AIDS, lifestyle branding 1990s - models, streets, advertising 2000s - television
  37. 37. Fashion police = Fashion bloggers
  38. 38. prior to 1850s - clien t Until WWs - designer 1950s - marketers 1960s - the people 1960s 1970s - the photographer models and media 1970s youth 1980s - AIDS, lifestyle branding 1990s - models, streets, advertising 2000s - bloggers 2000s - television
  39. 39. american dream Globe trotting
  40. 40. Source: Reuters, Market Wire, Dawn Van Zant 2008
  41. 41. prior to 1850s - clien t Until WWs - designer 1950s - marketers 1960s - the people 1960s 1970s - the photographer models and media 1970s youth 1980s - AIDS, lifestyle branding 1990s - models, streets, advertising 2000s - bloggers 2000s - television Future - China

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