Please
see bellow objectives and my outlined chapters.
Can
you please refer to cultural studies and Fashion regarding this thesis?
I would appreciate if you sustain from fashion management or business
theories, as this is not what I study.
Can you please include citation or sources with footnote
on the bottom of the page?
Authors
for you possibly to look at: Arjun Appadurai, Mike Featherstone, J Baudrillard,
Mcluhan M., Dick Hebdige, Bourdieu P.
I
am looking for constructive analysis in chapters especially in Conclusion not
just noting the work of famous authors.
Can you please include examples if needed,
Objective:
brands in globalizing fashion industry
-
To study the relationship between global markets and global branding
-
To understand the importance of how brands mediate meaning in the
global world
-
To evaluate the impact of technological and industrial revolution on
advertising
-
To consider the key factors shaping decisions in relation to brand
identity: to identify and evaluate the potential of the global brands therefore
who is allowed to control the world’s images, and so sell a certain lifestyle,
a certain culture.
KEY
WORDS:
GLOBALIZATION, BRANDname="_ftnref1" title="">
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AND PROFILERATION OF SIGNS, IDENTITY, CONSUMER SOCIETY, GLOBAL CULTURAL TRENDS
AND ADVERTISING
(6000
words) Thesis for BA(Fashion and Cultural Studies)Media pathway
Fashion
Brands without borders:
What is the role of Globalization in the construction of
global brand identities?
INTRODUCTION
To be about Globalization and Branding and how we going to
approach question above
(Possible discussion
In
today’s consumer society it is strongly promoted belief that the individual can
express his or her individuality or membership to a group, by the brands they
choose to buy, and the brands they don’t…
Different
cultural preferences, national tastes and standards and business institutions
are vestiges of the past. Some inheritance die gradually, others prosper and
expand into mainstream global preferences..
Globalization
is a process, not a destination…
Freer
trade markets make us richer…
Ideas
that Globalization isn’t a choice, it’s a reality, ..are
them again
It is true that modernization makes many forms of traditional
life disappear, but at the same time, it opens opportunities and constitutes an
important step forward for a society as a whole. That is why, when given the
option to choose freely, peoples, sometimes counter to what their leaders would
like, opt for modernization without slightest ambiguity.
Chapter 1. The relationship between fashion and globalization
1.1
Globalization of the fashion culture
(Discussion
The
idea of globalized, borderless fashion has become something of millennial
fixation. The first edition of Elle for the year 2000 proclaimed ‘what used to
be key looks by key designers for key cities has now reaches out to a broader
audience-the entire planet (Kraal 2000:100)
-Just
as globalization produced massive mergers between banks and other financial
institutions to create super national companies, so recent changes in the
fashion industry have seen the creation of global players, capable of surviving
in a world of cross national and cross-media marketing
-Consolidation
necessarily entails concentration of control and concentration usually takes
place in or around the established world centers. (E.g.
York
1.2
Cultural and Global Identities
(Discussion
-Globalization
does not suffocate cultures but rather liberates them from the ideological
conformity of nationalism
-Who
are we, who we want to be, in contemporary society it is extremely hard to
define our own identities, are we being brainwashed?
-Are
they world tastes becoming homogenized-customers all round the world are quite
rapidly becoming more similar, thus permitting the development of genuinely
global brands?
1.3
Consumption and modernity
(Discussion
-Then
and now investing in design and product development
-Are
we defined by what we buy, consumers are increasingly managing their self
identity trough the explicit purchase and use of branded goods that coincide
with their personalities
-Modernity
and postmodernity
Chapter2.
Branding the meaning
2.1
Media and brand identities
(Discussion
-Fashion,
Film, magazines, Internet etc more potent channels for spreading arresting
images around world
-Awareness
represents the ability of a customer to recognize particular brand
-Where
that awareness coming from
-Are
we branded by media?
2.2
Global advertising
(Discussion
-Advertisement
are imagined as ideologies, expressions of our personalities, how is that
changed from place to place.
-Studies
to show, that there is diversity of readings and response given to advertising
campaign
2.3
Buying into brand
-Brands today not only have personalities, but also
opinions and attitudes.
-Product,
which sells well in one country, will generally have qualities, which will make
it sellable somewhere else in the world
-
2.4
Limits to globalization
-How
many fashion products are really suitable for global branding process
-Language
-Lifestyle,
cultural patterns
CONCLUSION (about 1500 words)
Discussion
There
are far too many different possible readings both between and within social and
cultural groupings, the only constant: it appears it is Brand itself. Product
names and specifications may vary, but the brand s of Levi’s Diesel and Gap are
Global standards. Protecting the value and image there fore
company and consumer behaviour indicates, brand image is vulnerable concept,
susceptible to social and local interpretation, therefore always moving
globalization.
-
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here and later as a brand. Trademark: particular kind of
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