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What is fashion in today's generation
Changing fashion over generations
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One of Cotton On’s key business values is to dominate their chosen market by being quick, adaptable and dynamic. With tough competition Cotton On has succeeded in standing out with their use of the latest technology, which attempts to win over Gen Y and drag more customers inside their stores. In 2012, Cotton On introduced a fitting room that uses Radio Frequency Identification Technology, which plays a music playlist when a garment is tried on. The system is labelled “Try On Your Sound,” which works by tagging garments with RFID codes. Marketing manager ‘Mark Coombes’ says that as they know that Gen Y define themselves through music and also use fashion as a form of self-expression, they thought, why not combine the two? It gives shoppers
This past month I made my last visit to the popular teenage/college student retail store Abercrombie and Fitch. Finishing up some back to school shopping, I was on a quest for jeans, and I knew the place to get them. My last two favorite pairs were from Abercrombie and Fitch, and I was planning on buying the same kind once again. Happy and relieved that I would not spend the afternoon ransacking the mall for one pair of jeans, I entered the store to the pulsating beat of techno dance music. In front of me was the teenage Mecca of what is truly hip -- the first thing I noticed were the life-size pictured that covered the walls -- half-clad muscular and glistening young men, frolicking around with pouty faced but beautiful young women who were wearing either size 2 short shorts with bikini tops or 3 layered sweaters. The tables were covered with overpriced shorts, shirts, and sweaters, strewn about by desperate customers searching for the perfect outfit. The sales people who roamed the floors were definitions of cool themselves -- ranging from age 16-22, they modeled their employee discounts in a haughty way which encouraged the customers to strive for their ultra-hip look. And strive the customers did. What was the most noticeable upon entering the store (besides the blaringly loud music which made me wonder if I was at a clothing store or a dance club) were the herds of desperate young men and women, who seemed to range from age 12-25, strutting around the store and searching for anything that had the name A&F on it. I can only imaging how many nights of baby-sitting it would take some of these eager teenagers to buy one sweater. The young custome...
For the essay, I have chosen to conduct an analysis on Hoodies. Firstly I will discuss the background of hoodies, who they were originally aimed at and marketed towards. I will then move onto analysing the relationship the product has in regards to specific identities, communities, places and ideas and what types of consumer theories are specifically linked to the consumption of hoodies.
Since 1950s, Jeans have become and continue to be a staple item of clothing in people’s wardrobes as a medium representing stylish identity and identification (Kramer, KR, 2006). People wear jeans for a range of occasions, from staying at home to going outside at a cinema, restaurant or even a working place. As a report from Mintel states, during the year 2006 and 2010, the percentage of adults who bought jeans had remained relatively stable with over half of them ( 51%) purchasing at least one pair in 2010 (Mintel 2010). At a time when the number of brands offering jeans has risen rapidly, Diesel, which has built an entire existence of passion, originality and creativity, emerges as a strong competitor towards the market leader Levi’s, with its daring and provocative style and cuts.
Victoria’s “secret” is out. It is no surprise that Victoria’s Secret is one of the world’s largest and best selling companies in the realm of lingerie. The brand is growing more popular because of its annual fashion show. This event is the top-rated televised event among young adults aging between 18 and 49. The December 2013 international airing seemed to have won over its audience, landing the company into one of its best sales and marketing years. During the 2013 show, Victoria’s Secret launched a two minute long advertisement showing off the new collection, just in time for the holiday season. The company uses this present opportunity to take advantage of their audience by strategically planning an advertisement during the show to evoke
Now, as with most business ventures, competition can be a disadvantage. Our research shows that there is already a high volume of undergarment lines in England, i.e. Stella Mccartney, Hanes, Mimi Holliday, La Perla etc. The great success of these lines is proof of...
Radio-frequency identification (RFID) is the wireless non-contact use of radio-frequency electromagnetic fields to transfer data, for the purposes of automatically identifying and tracking tags attached to objects. The tags contain electronically stored information. Some tags are powered by and read at short ranges (a few meters) via magnetic fields (electromagnetic induction), and then act as a passive transponder to emit microwaves or UHF radio waves (i.e., electromagnetic radiation at high frequencies). Others use a local power source such as a battery, and may operate at hundreds of meters. Unlike a bar code, the tag does not necessarily need to be within line of sight of the reader, and may be embedded in the tracked object.
Technology and sustainability in fashion have contrasting ideals and shares a symbiotic relationship. Technology is the base that enables sustainability in fashion to thrive and grow in today’s world as they go hand in hand. The role played by technology in this sustainable fashion realm starts from the physical manifestation of sustainable fashion garments which includes textiles along with the digital domain.
In a world where young people are only living for themselves, the corporations and brands are booming. Having expensive clothes, the newest phone and an overpriced cocktail in your hand on a weeknight has never been so important. This is the essence of youth, going to parties to show off your brand new purchases, buying a whole new wardrobe for your one week holiday to Ibiza. Major fashion brands have caught on to this and youth culture has began to feature heavily in campaigns.
White, B., 2013. Why it is all going wrong for M&S clothing? [Online] Available at: http://fashion.telegraph.co.uk/article/TMG9986043/Lack-of-focus-and-complex-branding-the-problems-blighting-MandS.html [Accessed 19 March 2014].
In the dynamic sportswear market, fashion and innovation are critical to grasping young people attention. We have to track after-sale feedbacks from customers, process and react to customers¡¦ shifting taste and give input to R&D department for improvement.
It was another day shopping for clothes, nothing new, in fact I thought I was going to get something here and there, look else where and go home. As I was walking through a mall, I stumbled upon a store that I thought looked cool and casual. I thought to myself anything that was interesting enough to catch my eyes, had to be investigated thoroughly. As soon, as I walked in I new that I could easily begin to shop at the store for certain things I needed. Buckle is a clothing store that shares its store by selling Lucky Brand clothing. Now many people may disagree on the prices that are set on the clothing, however, in a society where being cool and individualism is valued, Buckle is the place to go. Interested in wanting to see what more the clothing line had to offer, I visited the Buckle website, noticing that everything seems to fit in place and markets what it is supposed to very well. The clothing line is for young men and women who want a change from their old shopping outlets to a more exciting, fun, cool and casual store. In the next pages we’ll explore what Buckle and Lucky Brand have in store for today’s youth and why it is marketed well.
“We have a very focused strategy,” notes Enric Casi, Mango’s chief executive. “We target women who want the latest in fashion trends. If we were aiming at the entire public, we would not be loyal to our true customers.” Casi asserts that his target is “30% of the people who pass by our shops; we could not try to attract all 100% because we would lose our identity.” Casi adds, “Our women don’t go shopping; they go to Mango." In addition to various promotional campaigns, the values of the brand are strengthened “by stylishness and design because we bring out four collections each year thanks to the teamwork of our more than 900 designers.” He adds, “The shops aren’t only for selling [garments] but also for getting information [about them].” According to Casi, when a customer chooses a garment to try on, it is because she likes the design, the material, and the colors.
in this segment are often brand conscious and enjoy the latest fads and trends. They...
In this chapter, I would like to explain the identity of wardrobe in people’s life, and wardrobe is a space which can help people to improve and define themselves, it also have a huge fashion market in wardrobe through time pushing, then fashion market are changing with people demands, and fashion market people meet the requirements and build utopia in customer wardrobes .
Consumers are categorized into market segments of individuals sharing common patterns of criteria in the acquisition of their clothes. Users of customized clothes form such a market segment, although not a homogeneous one, which shares common interest in quality. Makers of customized clothing have different work practices, but all of their businesses depend on how they can meet their clients’ needs and wants and how their mutual conceptions of quality meet. Customized clothes are not usually recognized by the brand, neither can they be viewed in shops. Other forms of information are used for predicting quality. A client does not only buy clothing as an end product, but also connects their interaction with the producer, product information, and supplier confidence in the process of purchase that is also matters of quality.