fashion presentation
DESCRIPTION
This presentation was given as a part of a three-hour presentation on Fashion in Peter Coughter's class at the VCU Brandcenter.TRANSCRIPT
“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
Consumption
of the
Concept
Control freaks
Once upon a design table
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World War
Androgyny
“Eccentricity kills personality.”
The birth of mass
and
democratization
of fashion
“My name is more important than myself.” - Pierre Cardin
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Used to be:
Haute Couture
Pret - a - porte
Challenger
Mass
Used to be:
Haute Couture
Pret - a - porte
Challenger
Mass
Used to be:
Haute Couture
Pret - a - porte
Challenger
Mass
Used to be:
Haute Couture
Pret - a - porte
Challenger
Mass
Used to be:
Haute Couture
Pret - a - porte
Challenger
Mass
Used to be:
Haute Couture
Pret - a - porte
Challenger
Mass
Then fashion was democratized
Haute Couture
Pret - a - porte
Challenger
Mass
Then fashion was democratized
Haute Couture
Pret - a - porte
Challenger
Mass
StreetWear
Sports
Semi-Couture
Then fashion was democratized
Haute Couture
Pret - a - porte
Challenger
Mass
StreetWear
Sports
Semi-Couture
Then fashion was democratized
Haute Couture
Pret - a - porte
Challenger
Mass
StreetWear
Sports
Semi-Couture
Then fashion was democratized
Haute Couture
Pret - a - porte
Challenger
Mass
StreetWear
Sports
Semi-Couture
Then fashion was democratized
Haute Couture
Pret - a - porte
Challenger
Mass
StreetWear
Sports
Semi-Couture
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60s
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ople
Rise of models
Proliferation of fashion media
The role of fashion magazinesBeth, 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.
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1960smodels and media
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
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1960smodels and media
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the
phot
ogra
pher
1970syouth
I n d u s t ry o f v i c t i m s
Ralph Lauren commercail
the american dream
ralph lauren commercial
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60s
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1960smodels and media
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the
phot
ogra
pher
1970syouth
1980
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AID
S, l
ifest
yle
bran
ding
Marketer loses control
/ Reality Runway
Supermodel Era
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60s
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ople
1960smodels and media
1970
s -
the
phot
ogra
pher
1970syouth
1980
s -
AID
S, l
ifest
yle
bran
ding
1990
s -
mod
els,
str
eets
, adv
erti
sing
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60s
- th
e pe
ople
1960smodels and media
1970
s -
the
phot
ogra
pher
1970syouth
1980
s -
AID
S, l
ifest
yle
bran
ding
1990
s -
mod
els,
str
eets
, adv
erti
sing
2000
s -
tele
visi
on
Fashion police=
Fashion bloggers
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60s
- th
e pe
ople
1960smodels and media
1970
s -
the
phot
ogra
pher
1970syouth
1980
s -
AID
S, l
ifest
yle
bran
ding
1990
s -
mod
els,
str
eets
, adv
erti
sing
2000
s -
tele
visi
on20
00s
- bl
ogge
rs
Globe trotting
american dreamglobal legacy
China
Source: Reuters, Market Wire, Dawn Van Zant 2008
“China is poised to become the secondbiggest consumer of luxury goods by 2015.”
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60s
- th
e pe
ople
1960smodels and media
1970
s -
the
phot
ogra
pher
1970syouth
1980
s -
AID
S, l
ifest
yle
bran
ding
1990
s -
mod
els,
str
eets
, adv
erti
sing
2000
s -
tele
visi
on20
00s
- bl
ogge
rs
Fut
ure
- C
hina