globalisation and fashion group a : what information do you get about the world of the text? text...

Globalisation and Fashion• Group A : What information do

you get about the world of the text?

• Group B : What information do you get about the world of the images?

• (Think about lifestyles and values as well as what the place is like)

Our branded world

Their names and logos aren’t splashed on the facades of

the factories in the industrial zone

Rows of virtually identical giant shed-like structures

through its surrounding fence I could see mountains of Nike

shoes piled high

Carmelita Alonzo, who died, according to her co-workers, “of overwork.”

Alonzo had overnights almost every night for one week to

meet large orders. She had a two-hour commute to get

back to her family.

Lines of young women hunched in silence over clamouring machines.

Pure, 100 percent production at low, low prices.

‘Products are made in the factory, but brands are made in the mind’

Walter Landor, president of Landor branding agency

207 factories that produce goods strictly for the export

market.

Export Processing Zones – leading producers of garments, toys,

shoes, electronics, machinery, even cars.

• In Indonesia, China, Mexico, Vietnam, the Philippines and elsewhere

– made-to-order design, materials, delivery dates, and rock-bottom prices.

• – Levi’s, Nike, Champion, Wal-Mart, Reebok, the Gap, IBM and General Motors

Hector Liang, former chairman of United Biscuits:

The Age of the Superbrand

•“Machines wear out.

•Cars rust. People die.

•But what lives on are the brands.”

•From : No Logo, Naomi Klein (2000)