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, Gucci, Prada.. Gap Diesel etc.
Objective: To analyse the impact of 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, BRAND[1], 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 mistaken.. We opened borders, we can close 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. Paris , London , New 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
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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 identity becomes paramount. However, as not company and consumer behaviour indicates, brand image is vulnerable concept, susceptible to social and local interpretation, therefore always moving globalization.
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