“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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e pe

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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ople

1960smodels and media

1970

s -

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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1960smodels and media

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the

phot

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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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ople

1960smodels and media

1970

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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

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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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1960smodels and media

1970

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the

phot

ogra

pher

1970syouth

1980

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AID

S, l

ifest

yle

bran

ding

1990

s -

mod

els,

str

eets

, adv

erti

sing

2000

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tele

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on20

00s

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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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ople

1960smodels and media

1970

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the

phot

ogra

pher

1970syouth

1980

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AID

S, l

ifest

yle

bran

ding

1990

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mod

els,

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eets

, adv

erti

sing

2000

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00s

- bl

ogge

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Fut

ure

- C

hina