The Role of Fashion Promotion Within the Fashion Industry

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The Role of Fashion Promotion Within the Fashion Industry

In an age where fashion and technology is constantly evolving it is important that we take a step back and take a look at the current happenings in the promotional side of the fashion industry. The fashion show,a key tool to making designers collections accessible to its consumer, will be the main focus of this essay. We shall define fashion promotion before looking at how the catwalk sits under this title. A brief history of the fashion show shall lead us into the present day, where we shall begin the debate of whether some fashion shows need be as extravagant and expensive as they are. We will look at well known designers that have showcased their collections in an artistic and creative way and discuss the success and motive behind each performance. In conclusion we shall discuss whether this promotional tool shall grow to become more extravagant or whether a new form of presenting a brand should develop.

To begin we must look at the meaning of the word, fashion, and how that then sits along the side of promotion. Barnard acknowledges the different senses of the word, 'fashion'. Ranging from, 'the action or the process of making' through to, 'conventional usage in dress' (2002b). The former recognizes,'fashion' as a verb as opposed to the latter which we would understand the word to be a noun.

To promote, is defined by Gem as 'to further the progress of,raise a higher rank,status degree'(1990). In other words to take what you have got and develop it in some way. Bugg combines both words to explain that fashion promoters deal with what happens to clothes after they have been made (2007). This confirms both Barnards understanding of 'fashion' as a noun and th...

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