The Role of Fashion Promotion Within the Fashion Industry

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The Role of Fashion Promotion Within the Fashion Industry

I am going to write about what the role of fashion promotion is within the fashion industry and discuss how it might develop in the next five years. To do this I shall review what fashion promotion is by defining it and finding out how, when and where it started. To understand what fashion promotion really is in a contemporary context I shall broadly look at how it is used and what many forms it has taken since the beginning up until the present day.

To look at how fashion promotion may develop in the next five years I shall analyse and critique specific examples in more detail, such as finding out how these specific types of fashion promotions are used, by whom and for what purposes. I shall discuss the benefits and shortcomings and compare and contrast the examples to extract the implications of their usage. It is difficult to predict fashion's future but researching its history and development, identifying reasons why and how things have happened to make it what it is today, and analysing the pace at which it is developing, will help us to think about and envisage where fashion may progress in the next five years.

Designers and manufacturers design and produce garments; promoters and communicators then deal with the next steps, such as: image concept or brand to either an audience or market. The Oxford English Dictionary states that fashion is "a popular trend, especially in dress" and "the production and marketing of new styles of clothing and cosmetics." It states that promotion is an "activity that supports or encourages", "the publicizing of a product or celebrity", "(promotions) the activity or business of organizing such publicity" and "elevation to a hig...

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...ning what is happening today culturally, socially and economically. By applying our research, we can improve our forecasts of what may happen next in fashion promotion but there is much greater variability in the factors affecting fashion trends today, which makes prediction even more difficult. The usual measures do not necessarily suggest the next fashion styles. This allows more extreme fashion to become more main stream as fashion buyers will take greater risks to surprise the competition in the hope of establishing a new order through strong brand differentiation.


The Times. Fairtrade seeks £50m for expansion, Sarah Butler, 24/02/07)

The Oxford English Dictionary

Bruzzi S. & Church Gibson P. (eds). 2000. P.96

H.Radner (2000) in S.Bruzzi & P.Church Gibson Fashion Cultures: Theories, Explorations & Analysis, London: Routledge, pp. 128-134)

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