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When the first human being, in Eden or on earth, covered his
body with leaves, or later with an animal skin, the fashion
industry was founded at that time. Though we are not familiar
with the style and attire of that time until the ancient
civilizations preserved few images in the solidity of rocks,
through cave paintings and through rock-cut sculptures. Terra
Cotta figurines of the oldest Harappan Age show interesting
headdresses that can be compared with any modern hairstyle with
a heavy look. |
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The Dancing Girl of Mohenjo Daro with bangles in
her arms is not behind any fashion sculpt of any age. While no
one can deny the allure and glamour of Cleopatra; a woman with
great political skills and a long nose, who crafted many fashion
styles from jewelry to outfits of the great Egyptian Empire of
Scissors. But fashion is not only associated to women always! In
ancient times of Cleopatra, Scissors always wore clothes that
were royal, expensive, stylistic, attractive and special.
At the same Egyptian soil, the Pharaohs were never behind.
The great Biblical character of Moses, if taken as an Egyptian
Prince, was always a portrayed, in tales and later in movies, in
a charismatic outfit. While in the Western part of the globe,
the Greeks and Romans not only marked high standards in Art,
Architecture, and Warfare, but their unique and intricate concepts of a perfect and godlike human
body, especially of males, supported the appealing army uniforms
and court-wears. |
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The supernatural characters of illustrious Greek, Egyptian and
Indian Mythologies did provide extraordinary range of apparel;
well preserved in the form of painting and sculpture. These
ancient models are still the greatest sources of inspiration for
modern day fashion designers and the origins of the evolved form
of cultural trends prevailed through continents
from
Australia to America and from Asia to Africa. Cultural influences are
stronger when we consider the economic aspect of the fashion industry.
Business needs market where it can present fresh ideas and products in
every new day. Although in this global age, acculturation is very much
on. But even then there are many cultural aspects that can
instigate or impede certain trends. A colorful bikini is a great
fashion market item in Western or secular and modern cultures,
but it is almost a taboo in some rigid and fundamental areas.
Contrary to that, a veil is popular in fundamental countries,
but has no market in secular or modern world. However, so many
fashion articles could get the status of cross-cultural
ambition. Especially in ornaments, there is not much difference
across the globe with exception of little diversity in shape,
material and style. Earrings, bracelets, pendants, bangles and
rings are always, and everywhere, in fashion since ages having
big market scope in all societies and cultures. |
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On the individual level, fashion is not just a simple word or an
uncomplicated attitude, or even an overwhelming desire. Fashion
is a multifarious dogma that can influence an individual in many
ways. "As process it is [fashion] sustained through some complex
amalgamation of inspiration, imitation and institutionalization,
all of which seem necessary, even though the nature and degree
of their fusion is, as we can infer from fashion history, quite
variable. " (Fred Davis. Fashion, Culture and Identity. P. 123)
Therefore, the multifaceted incorporation of fashion, where
force an individual at the same time, it also institutionalize
itself on many grounds. This institutionalization is not only at
the academic level, but due to its capacity of holding an
individual, society, or even the whole world has created a huge
market for investors. This feature has made fashion, throughout
past decades, an industry with small to bulk product possibility
that can be marketed all around the world. It attracted many
business tycoons and groups of companies to invest in fashion
industry, or to label some of their products as fashion
products. This idea initially covered the clothes brand but soon
after, it encompassed every utility of everyday life. From
earrings to pendants, from watches to glasses, from shoes to
wallets, from perfumes to hairstyles, everything was produced
and marketed, exported and imported on such a huge scale that it
actually influenced the economy of various countries. Apart from
the individual fashion, bathroom accessories, kitchen, bedroom
and bathroom décor, landscaping of gardens and lawns, furniture,
automobiles, electronics or even language accents, everything
got under the broad term of fashion. Products singularly and
brands collectively helped and polished lifestyle across the
continents. |
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So, inevitably fashion market got vitality. Despite quality,
comfort and durability the exclusivity of a product and its
luxurious look are the reasons that produce scope for a product
to be marketed. That is the market policy of almost every
fashion company revolves around these features. Simultaneously,
the marketing and availability of various products have
developed the customers_ sense of selection and exposure with a
comparative buying power. Fashion is not always brand conscious;
it is item based as well. Sometime, the need for a particular
item may force us to go beyond the brand-range and select
something less popular. This is a challenge all the famous
brands have to cope with. Ian Griffiths and Nicola White, in
their edited work: The Fashion Business- Theory, Practice,
Image, commented on item shopping as: "Item shopping is still
very much part of our lives, but market saturation has taken its
toll and replacement purchases of core product continue to
decline. Added to this is the changing profile of the customer,
who, through constant exposure, is becoming wiser, more astute,
more confident in mixing products and consequently, likely to be
less brand loyal." The customer satisfaction is very important
in the fashion industry; either it is attained by making
customer needful for an upcoming product through advertising, or
by providing him what he is striving for. The former caused the
creative and design department to experiment with new ideas and
shapes while the latter forced the quality controlled production
with maintained standards. Modern day fashion is rapid, short
lived, more corporate in its structure, and psychological than
ever before. Due to better and quick sources of communication
and information, the international or external markets are open
for every fashion company to do business, multinational
companies can be found with variety of products in all the
continents with complex network and appropriate marketing
policies according to the socio-cultural requirements of a
certain country. Especially, when we talk about the couture and
cosmetics, contemporary trends are getting more and more
cross-cultural due to viewer ship of various fashion channels on
TV. This is far quicker source than the print media. So, the
skills and concepts are also crossing the geographical and
ideological boundaries of different parts of the world
regardless of ethnic rigidity and conventionalism. That is one
reason that fashion is also taken as the reflection of the
progress in some developing countries. Fred Davis described
clothing as a visual metaphor in his compilation; Fashion,
Culture and Identity: "As visual metaphor the clothing that is
dress (one should perhaps distinguish between the two) is
capable of communicating many things including something as
subtle, for example, as the wearer's reflexive awareness..."
This is what has made fashion companies responsible for customer
care at the same time, when they were thinking to be profitable.
You can find friendly policies of such companies towards its
employees, suppliers and customers. Together with the
advertising campaigns, Fashion Weeks with new designs and
colors, serve additionally to promote new concepts. These
Fashion Weeks not only display an array of new products, but
also serve to communicate with the audience visually. Dresses
and accessories worn by models doing catwalk, are more lively
and enthralling than the mere display on mannequins. Normally
with a range of Fall, Spring, Summer and Winter collection,
Fashion Weeks boost market demands and promote its associated
businesses as well. |
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Fashion Shows now have become cultural events which are happily
sponsored by the corporate sector. At modern day fashion companies,
there is an underlying and long standing commitment to ethical trading,
based upon the belief, that business can be both profitable and
responsible. So, fashion companies believe that building meaningful long
term relationships with employees, suppliers and communities is good
business practice for them and is what the customers expect popular
brands. This is, and always has been, the founding principle of
different brands as Corporate-Social responsibility. Fashion is not only
a phenomenon for luxurious life, but this concept deals with humanity as
well. True meaning of fashion is to put life at ease and to
facilitate humanity with its respective life style. That is why, modern
fashion companies are conscious for the fact of supporting special
people of society with special needs. This phenomenon is causing fashion
to be responsive towards special people. Therefore, the market and its
demands may vary from community to community. For example, the range may
get different in a London store in comparison with the variety at a
Singapore or China store. No doubt, in the modern world, _East meets
West_ but climate, culture, sociology and psychological needs can force
fashion designers and companies to provide a vast canvas for the
diversity of customers worldwide. But there are few items that are
evergreen. Jeans and Bags are such commodities that are always in demand
and ask for the latest styles and comfort at the same time. Modern day
fashion is global, human, culture and society friendly. At one end it
emphasizes collective psychology and trends of a society, and at the
other end, it deals with the individual needs of customer care. Healthy
trends, balanced life, and busy lifestyle are, what the modern fashion
companies have to consider deeply. It is no more a matter of looking
good and attractive, true fashion and accessories join comfort and trend
together. Fashion companies are somehow, have become institutes that are
shaping behaviors, psychology and healthy and innovative thinking. The
concept of being relaxed and making others too, by wearing good looking,
comfortable, trendy and eye-catching outfits in soothing or energetic
colors, is the order of the modern day. |
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