Impact of Culture on Fashion Designs - Essay Example

Impact of Culture on Fashion Designs: A Case of River Island of Impact of Culture on Fashion Designs: A Case of River Island Introduction For fashion designers, it is important to identify and understand the prevailing trends in the industry. But the biggert part of the picture emerges, when a designer decides to adopt fashion designing as a profession. I am a student of fashion studies and i have decided to adopt it as a profession in the future. For this reason, it plays a key role in my personal development that I must have knowledge about the fashion trends prevailing across the globe and in the osciety in whcih I live. With knowledge, it will become easier for me to adopt international trends and merge these ideas into my designed products keeping in vie wthe socio-cultural structure of the society in which I live. This knowledge can be attained from my professional studies. But if a deisgner have to adopt fashion desiginig as a profession, he must possess sound knowledge of business management. If a fashion designer does not possess knowledge about business management, impact of culture on the fashion designs offered to the target market, and the underlying socio-cultural principles that must be adhered to, his/her products will fail. This assertion is based on the fact that, consumer behavior is developed under the influence of personality attributes and the factors of the social structure that helps individual to inherit certain habits and attitudes. The present research work would be beneficial for my professional growth, as it would help me to identify the influence of market palce environment and preferences of the consumers in the marketplace where i am going to offer my fashion products. Background Fashion trends are bound to change but fashionable attributes that depict the culture can be seen as structured. They have vairiation isn the code of behavior, which is viewed in terms of being socially recognized amongst groups in the osciety. Fashionable trends depicting strong influence of culture shows how the individual engages in the world successfully (Entwistle, 2006). It also identifies the choices people make and the influence of various factors in their group, experiencing strong and genuine freedom of expression and exhibiting social equalization within cultural norms. Some individuals may regard this negatively as they feel that fashion should be innovative and one style of dressing should be portrayed to all the societies (English, 2013). However, this thinking is biased, many conflicting ideas have emerged through various studies, and they need to be examined to show how cultural norms of different societies are needed as a part of fashion trend to promote their culture. It has also been seen that the roles of various fashion designers are showcasing diversified fashion trends of different cultures in their respective countries (Bruzzi & Gibson, 2013). These events strengthens the communication and provides a platform which builds respect for different cultures, promotes their heritage, provides awareness of people’s values and norms and also increases the communication between local and overseas fashion designers. They also fill the cultural gap by infusing different elements of clothing and cater to people of different origin (Michon et al., 2008). Fashion is an expression, which provides an interpretation of the individual’s personality traits, attitudes, and norms of the society. It also portrays value and beliefs and provides a platform through which cultural values can be articulated within the society. Fashion through culture plays a vital role in the development of personality traits of habitants living in different areas (Chattalas & Harper, 2007). It also represents individualist and collectivist societies. Fashion having strong cultural interference covers one’s living style, behaviour, traditions and understanding of arts, showing how a particular person perceives the world. For these reasons, culture is widely used as a part of fashion, which promotes and communicates beliefs and values of the region. This medium of communication addresses diversity and identifies differences in socialization, ethnicity, class, gender and race etc. (Arnold, 2009). However, in modern societies, fashion is seen infused with cultural heritage playing an influential role in promoting conventional school of thought. It contributes the majority role in determining the background of an individual and forms a foundation of his beliefs. It also reflects the activities of individuals creating a sense of self-awareness and confidence within him. Culture being an important part of an individual life plays an essential role in identifying the ethnic background a person is presiding in. It is also seen as a symbol, which depicts the economic systems and traditions. Hence, it is necessary to promote fashion trends, which have strong cultural implication in the societies (Craik, 2009). This research proposal is presented to fulfil the degree requirements and would focus on understanding the impact of culture on fashion designs offered by a fashion brand. Under the influence of this consideration, the researcher of the proposed topic would conduct the study based on the adaptation of culture by a popular fashion brand, River Island. The selected fashion brand is a high street brand, has its headquarters in London. River Island was founded by Bernard Lewis in 1948 and is operated as a private limited company in the UK (River Island, 2014). Research Aims The proposed research work will provide an insight on impact of culture on fashion designs using a case study of River Island. The proposed research work will also include discussion pertaining to the fashion industry within which River Island operates. Research Objectives To assess fashion trends that depict cultural values, norms of the society in which River Island offer its products. To provide a critical analysis of the social landscape in which River Island operates and the underlying societal norms and values of selected countries. To examine fashion trends that act as a source of expression for social difference amongst River Island’s customers in the selected countries. Literature Review Theoretical Framework The basic aim of promoting products or services is that, the promoters focus on communicating to the masses, why do they want a particular product or service. Consumers of a product or service do not necessarily always know what they actually want, and therefore, advertisers take advantage of unconsciousness of consumers and make them purchase those products or services that they even do not want to purchase. With respect to the fashion industry, the consumer behaviour of the target audience in a global scenario varies from country to country. This is because each country has its own cultural heritage, which helps fashion customers in each country to identify fashion trends that are according to the social norms and values of that respective country (Triandis & Suh, 2002). In this sense, it can be asserted here that the consumer behaviour pertaining to the fashion industry is widely affected by cultural variations. Kalman (2009) defined culture as a way of expressing social norms, values and cultural characteristics by the members of a particular society. Other definitions of culture define it as a combination of beliefs, values, attitudes and perspective of individuals living in a particular society. When we talk about fashion, it is evident that culture is a pivotal aspect of fashion trends, which in the shape of religious beliefs, ethnic belongingness and occupational factors influences the behaviour of fashion consumers in a given market. These factors help individuals to determine how they should dress up and what accessories they should wear while attending events within their social circle (Into The Fashion, 2010). This is the reason that fashion trends in each country of the world are different from that of another. In an individualist cultural setting, the fashion culture would be liberal and towards enabling individuals to be more expressive of their own believes perspectives, norms, and values. Whereas, in a collectivist society the fashion culture would be conservative and bound individuals living in that society to be conservative in what they wear, what they believe and what social norms and values they adopt (Levick, 2004). Popular and High Culture High culture is the followership of elite fashion related activities such as purchasing those fashion products that are endorsed by celebrities or considered as high-end expensive fashion trends. Celebrities, who are followed throughout the globe, endorse the marketing activities of internationally recognized fashion brands (Gans, 2008). These marketing campaigns stimulate the human senses by touching emotions through projection of celebratory idols and role models. For this reason, consumers, despite the social and cultural boundaries they have to follow, tend to maintain a balance between the local fashion trends and the global fashion trends. As this is pre-determined that a follower of the fashion industry usually perceive it as an art, therefore, they tend to consume fashion products that are endorsed by artists and celebrities. While doing so, these consumers either do not pay attention towards their cultural and religious beliefs or maintain a balance between local and international culture (Bashford, 2007). Popular culture is similar to high culture as it influences the consumer behaviour towards fashion apparels and accessories by projecting mainstream activities of renowned celebrities and artists. The only difference is that, popular culture promotes commercialism of fashion products. That is to allow mass consumption of their products; fashion brands deliver products at a cheaper price to a target market, which constitutes the majority of the society (Fedorak, 2009). Marketing activities for such fashion brands are designed for maximum exposure to the target market by utilizing mass media and social networks. These marketing campaigns are also embedded into television shows and soap dramas (Danesi, 2012). One such example is of “The Devil Wears Prada”, in which the story is plotted to depict on the life of people in the fashion industry in New York and how fashion designers find inspirations to adopt a particular trend or design for their future products (Rios, 2009). The discussion of high and popular culture with reference to consumer behaviour towards fashion products and the impact of culture on consumer behaviour have facilitated the researchers to assert that, the modern era has changed the landscape of fashion consumption. Though, individuals would want to follow the social and cultural beliefs of their respective societies, but at the same time, they have allowed international fashion trends to make their place in the local fashion industry. While doing so, a balance is created between local and international fashion trends and consumption, which has paved way for further innovation and creativity in the designing of fashion products. Thus, it can be inferred here there is a positive relationship between culture, social beliefs and fashion followership. And at the same time, globalization has brought a major shift in the consumption of fashion apparels and accessories. It has been noticed that, clothing practices of individuals in a given society are deeply influenced by the generic preferences of other individuals living in the same society. Theories related to globalization seem to be a viable option to explain why culture influences global trends in the fashion industry. Globalization is the free flow of import and export across the globe without taking into consideration the social and cultural differences between the trading countries. Despite the discussion so far carried out in this literature review, there is another perspective towards relationship between culture and fashion trends (Goodrum, 2005). The scholars who have worked on defining the phenomenon of globalization have stated that globalization has reduced the influence of geographical boundaries and social norms. This is because globalization has eliminated the differences between the social structures due to increasing trade between countries without concerning the factors of international geographical boundaries (Paulicelli & Clark, 2008). One country has now more access to consumers in another country than before. As a result, multinationals design marketing activities for foreign markets that are according to the social norms and cultural structure of their home countries. In this manner, globalization has not only caused liberal trade to take place between countries, but it has also facilitated the penetration of foreign cultures into respective domestic cultures. In this scenario, it becomes easier for fashion trends of foreign countries to influence the dressing sense and fashion related consumer behaviour of other countries (Niessen et al., 2003). Theories in Sociology The social cognitive theory asserts that a consumer’s behaviour towards products and services and lifestyle adaptation is influenced by the self-regulatory attributes inherited from the society. In this manner, it can be suggested that social cognitive theory highlights the importance of attributes of a product in influencing the behaviour of the consumers (Freedman, 2003). Additionally, social cognitive theory also infers that the lifestyle of a consumer heavily influence the spending behaviour towards particular products or services offered to them. In this sense, it can be asserted here that globalization has caused consumers to create a fusion between global fashion trends and prevailing domestic trends to maintain a balance (Bandura, 2001). As a result, consumers look towards their social values and cultural norms while determining what to purchase for satisfying their desire to be fashionable. To attract these customers, marketers should focus on creating an outlet ambiance, promotional campaigns and product delivery mechanism that develops a pro-shopping behaviour amongst consumers. Social learning theory also asserts that individuals repeatedly reflect consumer behaviour towards fashion apparel and accessories, if it is supported by the upbringing and religious beliefs of that individual’s family and social circle (Fiske, 2013). At this point, the researcher finds it suitable to assert that globalization has affected the consumer behaviour of different societies towards fashion brands. On one hand, it has urged the need to internationalize the fashion taste of the consumers living in different parts of the world by allowing diffusion of culture through open trade. On the other hand, it has influenced the cognitive abilities of fashion consumers across the globe to stick to their domestic culture and social norms by adopting globalized trends in the fashion industry to match the standards (Freedman, 2003). Market Segmentation Market segmentation allows a business, and in current scneario a fashion brand, to develop certain segments in the market. The products designed by the fashion brand are then attributed in such a manner, that it suits the preferences of a particular market segment. For example, a cut-jeans or a t-shirt with pop icons on its designed would be designed and produced for hip-hop lovers mainly comprising of youngsters. Thus the product will be attirbuted for the young audience and its marketing and distribution strategies would be based on the particular behavior reflected by the youngsters of the target market. In addition to the trends followed by individuals living in a society and the factors influencing the decisions, the purchase attitude and methods have also changed due to globalization and these differecnes easily identifiable with the help of market segmentation. In this manner, the manufacturers or retailers of fashion apparels and accessories develop compelling and socially complex consumer behaviour amongst the society. Benefits and add-ons are delivered to consumers in such societies with the actually purchased product, and for this reason manufacturers use both push and pull marketing strategies. As a result, consumers of fashion apparel and accessories are lured to the retail outlets so that immediate purchase decision can be made by the consumers (Cote, 1996). Consumer Behavior It has been observed that there is a shift in consumer behaviour pertaining to fashion apparels and accessories. Now, consumers prefer more to buy fashion brands rather than low-priced and low quality apparels and accessories. This has been the crux of globalization that it did have facilitated the penetration of foreign cultures and fashion trends into other countries, but at the same time has urged individuals to induce family as the institution to look for references before making a decision. Consumers are more conscious of international trends but do not want to leave their family heritage or social values. Instead, they transform international trends into local trends by creating a fusion of international and local fashion trends (Rocamora, 2002). Keeping in view the particular behaviors reflected by consumers in the marketplace, marketing mix of a fashion brand is also altered according to these preferences. Product The product offered by fashion deisgners should contain design elements and comprise of color schemes that matches the preferences of the consumers in the given marketplace and at the same time, fulfills their desire to match the international fashion standards (Hines & Bruce, 2007). Price If a fashion product designed in France is sold at the same price as France in Turkey, the product would fail as the spending behavior of French and Turkish fashion consumers would differentiate. For this reason, fashion designers are required to incorporate a pricing strategy that matches the affordibility and spending behavior of the local customers (Hines & Bruce, 2007). Place The placement of fashion products plays a vital role in the success of the fashion brand. Different cultures promote different strategies for the palcement of a fashion product (Hines & Bruce, 2007). For example, a fashion brand in France will locate its fashion products in a designer’s own exclusive outlet in a posh area. Whereas a fashion brand in Saudi Arabia would locate its store in a shopping area where it can influence the behavior of the shoppers with the help of complimenting brands available in the shopping mall. Promotion Promotion of the fashion products is the key area, which is influenced by the cultural differences. The promotional campaign of Victoria’s Secret in France will be more expressive and contain images and projections that are not acceptable in all western or eastern cultures (Hines & Bruce, 2007).. On the other hand, the promotional campaign of Victoria’s Secret in more conservative societies would consist of visual presentation that avoids the projection of female body parts at any part of the campaign. Proposed Methodology Based on the objective of the proposed study it is understood that it needs an extensive research to be conducted, and for this purpose the author has decided to make use of a qualitative approach (Jacobsen, 2011). Qualitative approach helps into different case studies to explore how culture is reflected in fashion and how and why River Island has adapted both local and international cultures in their designs. The discussion presented in this report takes a critical approach to investigation the subject matter (Hennink et al., 2010). Therefore, qualitative approach allows the researcher to make use of subjective information that is provided through existing sources that are available to the researcher. The use of qualitative method will allow the researcher to critically evaluate the case of River Island to draw conclusions on whether culture plays an important role in their product designing and how globalization has actually contributed to the cultural infusion (Singh, 2007). Interviews To answer teh research questions, another qualitative tool to gather primary data will be used called interview guideine. The researcher will conduct interviews with marketing manager, supply chain manager, concept designer and strategic manager of River Island in order to understand how company percieves cultural influence on its products’ designs. Thematic Analysis Keeping in view, case studies selected for this research work, the researcher will analyse the case of River Island in light of the literature reviewed earlier in the second chapter of this report. The analysis of River Island’s case will be carried out using the thematic analysis approach, which would enable the identification and comparison of common themes in the information with that of information reviewed in the literature review (Mertens, 2014). Target Market To understand the impact of culture on fashion designs produced by River Island, the researcher of the proposed study will concentrate on the products offered by the company in United Kingdom, Australia, United States of America and France. To clarify, the researcher will analyse the fashion products offered by River Island in these countries and observe how these products are altered or customized to fit in the cultural and social settings of these countries. Conclusion In this research proposal, the author has presented the framework, which will be adopted to answer the research questions and accomplish the objectives of the proposed research study. Moreover, the conceptual framework presented in the literature review section would enable the researcher to create boundaries, within which the assertions made in the literature review section would be tested against the findings of the proposed research work. For this reason, different themes will be identified in the methodology section, which would direct the formulation of suitable conclusion to the proposed research study. Moreover, the themes identified will be used to justify the findings of the proposed research work in order to avoid any discrepancy or issues pertaining to authenticity of the content developed. Lastly, the research work will be conducted in order to fulfil the requirements prescribed by university for students to qualify for the degree exams. List of References Arnold, R., 2009. Fashion: A Very Short Introduction. Cambridge: Oxford University Press. Bandura, A., 2001. Social Cognitive Theory: An Agentic Perspective. Annual Review of Psychology, 52, pp.1-26. Bashford, C., 2007. The Pursuit of High Culture: John Ella and Chamber Music in Victorian London. NY: Boydell Press. Brewer, M.B., 1999. The psychology of prejudice: Ingroup love or outgroup hate? Journal of Social Issues, 55, pp.429-44. Bruzzi, S. & Gobson, P.C., 2013. Fashion Cultures Revisited: Theories, Explorations and Analysis. London: Routledge. Chattalas, M. & Harper, H., 2007. Navigating a hybrid cultural identity: Hispanic teenagers fashion consumption influences. Journal of Consumer Marketing, 24(6), pp.351-57. Cote, J.E., 1996. Sociological perspectives on identity formation: the culture–identity link and identity capital. Journal of Adolescence, 19(5), pp.417-28. Craik, J., 2009. Fashion: The Key Concepts. London: Berg. Danesi, M., 2012. Popular Culture: Introductory Perspectives. London: Rowman & Littlefield. English, B., 2013. A Cultural History of Fashion in the 20th and 21st Centuries: From Catwalk to Sidewalk. NY: A& C Black. Entwistle, J., 2006. The Cultural Economy of Fashion Buying. Current Sociology, 54(5), pp.704-24. Fedorak, S., 2009. Pop Culture: The Culture of Everyday Life. Toronto: University of Toronto Press. Fiske, S.T., 2013. Social Cognition: From Brains to Culture. NY: Sage. Freedman, K., 2003. Teaching Visual Culture: Curriculum, Aesthetics, and the Social Life of Art. NY: Teachers College Press. Gans, H., 2008. Popular Culture and High Culture: An Analysis and Evaluation Of Taste. NY: Basic Books. Goodrum, A., 2005. The National Fabric: Fashion, Britishness, Globalization. NY: Berg. Hennink, M., Hutter, I. & Bailey, A., 2010. Qualitative Research Methods. NY: SAGE. Into The Fashion, 2010. Cultural Influences On Trend Forecasting. [Online] Available at: [Accessed 17 February 2014]. Hines, T. & Bruce, M. (2007). Fashion Marketing: Contemporary Issues. Burlington, Routledge. Jacobsen, K., 2011. Introduction to Health Research Methods. London: Kones and Bartlett Publishers. Kalman, B., 2009. What Is Culture? NY: Crabtree Publishing Company. Leary, M.R. & Tangney, J.P., 2005. Handbook of Self and Identity. London: Guilford Press. Levick, S.E., 2004. Clone Being: Exploring the Psychological and Social Dimensions. London: Rowman & Littlefield. Mertens, D.M., 2014. A Momentous Development in Mixed Methods Research. Journal of Mixed Methods Research, 8(1), pp.3-5. Michon, R., Yu, H., Smith, D. & Chebat, J.-C., 2008. The influence of mall environment on female fashion shoppers value and behaviour. Journal of Fashion Marketing and Management, 12(4), pp.456-68. Niessen, S., Leshkowich, A.M. & Jone, C., 2003. Re-Orienting Fashion: The Globalization of Asian Dress. NY: Berg. Paulicelli, E. & Clark, H., 2008. The Fabric of Cultures: Fashion, Identity, and Globalization. London: Routledge. Rios, C., 2009. The Road to Whatever: A Pop Culture Approach to Buddhism. NY: iUniverse. River Island, 2014. About Us. [Online] Available at: [Accessed 18 February 2014]. Rocamora, A., 2002. Fields of Fashion: Critical insights into Bourdieu’s sociology of culture. Journal of Consumer Culture, 2(3), pp.341-62. Singh, K., 2007. Quantitative Social Research Methods. NY: SAGE. Triandis, H.C. & Suh, E.M., 2002. Cultural Influences On Personality. Annual Review of Psychology, 53, pp.133-60. Read More

 

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