Influence of Spanish language - Article Example

Influence of Spanish language and the and country symbols on Spanish fashion brands Over the years, Spanish fashion brandshave remarkably evolved to feature significantly in the world of fashion. Consequently, the clothing styles as well as fashion trends from Spain have gained popularity all over the world. The Spanish language, culture, and symbols have had a large impact on the development of Spanish fashion. Fashion designers have relied heavily on the language and symbols in order to empower the identities of their brands. Fashion shows, retail strategies, advertising and other events have employed the use of Spanish language and symbols of the country (Simonis 34). In Spain, fashion entails a diverse mixture of ancient Spanish and the modern Western styles. The traditional form of attire in Spain gained prominence resulting from its notable decoration and significant elegance. The fabrics used to be rich; at the same time, they could be decorated with jewels as well as metallic thread. Currently, Spanish clothes and other forms of fashion still appear powerful and with a sense of traditional Spanish fashion. Fashion designers and fashion companies in Spain have not ignored the use of traditional attire in their advertisements. Moreover, the modern garments still seem to resemble the traditional Spanish fashion used during the ancient times (Grow & Altstiel 12). Spanish symbols such as bullfights are extremely common in the fashion industry. Moreover, festivals have played a central role in advertising and retail strategies in the Spanish fashion industry. Fashion companies have embraced the use of bullfighting scenes in advertising their fashion brands. Such festivals call for the wearing of traditional Spanish clothing, which serves to portray the rich cultural heritage of Spain. The use of Spanish events, symbols, and Spanish language creates a sense of belonging in consumers (Lincoln & Thormassen 8-40). Hispanics prefer to use fashion brands from companies that engage in advertisements using Spanish language and Spanish symbols such as bullfighting events. Through the use of Spanish symbols, which appeal to the audiences, the Spanish fashion has managed to spread remarkably all over the world. Fashion designers and fashion companies in Spain have embarked on the use of prestigious Spanish fashion labels and models. The Spanish labels and models have become an integral part of fashion shows and catwalks all over the world. For instance, cities such as London, Milan, Paris, and New York have used Spanish symbols and fashion to host catwalks. The use of Spanish symbols and fashion brands has replaced some of the top models, which dominated the world of fashion in the past (Faura 40). With the use of Spanish language and symbols in advertising, communication, and other retail strategies, Spanish brands have taken the whole world by storm. The use of Spanish language and symbols makes the fashion brands from Spain stand out as stylish. As such, fashion companies in Spain have managed to make their brands attractive in the local, as well as global markets. With the increasing popularity of Spanish language all over the globe, consumers of fashion brands tend to prefer the products of fashion companies in Spain (Carroll 57). In a way, Spanish fashion tends to blend with the Spanish culture; therefore, the fashion in Spain has become an integral part of the country’s culture. Consequently, Spanish shoppers have had high preference for the fashion products from Spain. In order to build loyalty among the crucial market segment, fashion retailers and fashion companies have concentrated on Hispanic preferences and lifestyles. Rather than dubbing English versions of adverts, fashion companies create unique adverts that feature Spanish language and other cultural elements of Spain. For example, Target, a trendy lifestyle, retailer offers products advertised through unique Hispanic themes. Moreover, the company engages in other outreach programs designed in Spanish; this serves the purpose of building brand loyalty among the target market (Alan 42). The people of Spain tend to value their cultural values, traditions, and lifestyles. As such, Spanish fashion marketers and companies make sure that they aim at reflecting Hispanic values and lifestyles, especially in advertisements that target the Hispanic segment. Consequently, Hispanics get attracted to companies that have some sense of respect to their ways of life and traditions. In terms of education and literacy, the Hispanic market can be regarded as averagely educated. As such, fashion designers and fashion companies use Hispanic language and traditional channels such as TV while popularizing their brands (Sarathy 18). Hispanics have some sense of significant pride in their cultural heritage; in some instances, they may concentrate on reading news in Spanish and watching Spanish TV stations. When advertisements of fashion brands are featured in Spanish language, they develop a positive attitude towards the adverts. Consequently, they come to like the brands and go looking for them in the markets. As a result, creating adverts in Spanish helps to appeal to the consumers of the fashion brands (Vaneli 24). Fashion companies that have engaged in the use of Spanish language and symbols in advertising report high sales of their brands. Thus, the use of Spanish language and symbols serves to create customer loyalty and increase the sales of a brand dealt with by a fashion company. Popular occasions and festivals in Spain feature the use of Spanish language and symbols of cultural heritage. For example, women wear an ornamental and decorative comb known as penieta during such festivals as religious ceremonies, bullfights, and weddings. The use of such ornaments reflects the strong attachment, which the people of Spain have to their traditions and culture (Mueller 16). Fashion companies have realized the necessity to stay in line with the values of the Spanish culture. Therefore, they have incorporated the traditional Spanish styles of clothing in their fashion brands. Fashion companies have also realized the need to use Spanish dancing styles in the advertising of their brands. Spanish dances feature prominently in the fashion adverts. Thus, people get attracted to the products of such fashion companies and retailers (Goddard 22). In conclusion, fashion brands in Spain have evolved significantly and have incorporated the use of Spanish symbols and Spanish language in the advertisement of brands. The people of Spain have a strong attachment to their cultural heritage. Therefore, fashion companies that use Spanish language and cultural symbols in advertisement attract a lot of buyers. Hispanics identify with the brands of companies, which use Spanish language and symbols in advertisements. Works Cited Alan, Albarran. The Handbook of Spanish Language Media. New York: Taylor & Francis, 2009. Print. Carroll, William. The Influence of Language on Communication and Persuasion in Advertising. New York: Pro Quest, 2008. Print. Goddard, Angela. The language of Advertising. London: Routledge, 2002. Print. Grow, Jean & Altstiel, Tom. Advertising Strategy: Creative Tactics From the Outside/In. London: SAGE, 2006. Print. Faura, Juan. Hispanic Marketing Grows Up: Exploring Perceptions and Facing Realities. New York: Paramount Market Publishing, 2006. Print. Lincoln, Keith & Thormassen, Lars. How to Succeed at Retail: Winning Case Studies and Strategies for Retailers and Brands. London: Kogan Page Publishers, 2009. Print. Mueller, Barbara. Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives. New York: Peter Lang, 2008. Print. Sarathy, Ravi. International Marketing. New York: Dryden Press, 1994. Print. Simonis, Damien. Spain. San Francisco: Lonely Planet, 2009. Print. Vaneli, Hakime. How to do business in Spain- a guide. London: GRIN Verlag, 2004. Print. Read More