Revival: The Aesthetics of Revival Subcultures and Re-enactment Groups Explored Through Fashion Image-making

This research aims, through performance, fashion photography, video making and the theatrical devices that accompany such practice, to explore the style of a contemporary, largely male, subcultural collective. The common term that joins these loosely bound groups is revival as they appear driven by an impulse to simulate and re-enact the dress, rites and rituals of British and American subcultures from a perceived golden era. The similarities with re-enactment societies are also explored and exploited to the end of developing new style- based aesthetics in male fashion image-making formed around an elaborate re- enactment of Spartacus and the Third Servile Wars. Examined through comparative visuals (revivalists / re-enactors) a common thread is found in the wearing of leather as a metaphor for resistance, style and a pupa-like second skin. Subsequent findings of this research suggest that the cuirass of popular culture emerges as the motorcycle jacket of both the sword and sandal epic and the historical re-enactor. Addressing extremes in narcissistic dress and behaviour amongst certain individuals within these older male communities, this study also questions parts of established theory on subcultural development within the field of cultural studies and postulates on a metaphorical dandy gene. Citing two leading practitioners in the field of fashion photography the work of both Richard Prince and Bruce Weber is viewed through the lens of the subcultural aesthete and conclusions drawn as to their role as agents provocateurs in the development of the fashion image with a revival based narrative. In addition the often used term retro is examined, categorised and granted its own genre within fashion image- making and defined as being separate from the practice element of this research. Reflecting a multi-disciplinary approach that engages the researcher as Bricoleur and participant observer this research operates in the reflexive realm and uses simulation as a key method of enquiry. The practice-led outcome of this investigation takes the form of a final research exhibition that takes the form of a substantial installation of photography, video, clothing and textile prints. Key terms: dandy gene, historical re-enactment groups, internal theatre, narcissism, narrative image-making, reflexive practice, revival as theatre, subcultures,

Zara: Marketing in Fast Fashion: A case-study

Zara was founded in 1975 by Amancio Ortega Gaona, soon becoming the largest and most successful chain of the Galician group Inditex (Industria de Diseño Textil) and a pioneer of the rising fashion category of Fast Fashion. Its innovative vertically-integrated strategies, combined with its emphasis on quality and demand-based offer have shaped the world of fashion and brought forth many questions on its future sustainability and growth. Zara has always relied on its store network for advertising its product offer; allowing its garments to “speak for themselves”. With the continued pressure felt in the industry, management has pressed some concerns about future company growth and creative, innovating solutions must be implemented to guarantee Zara’s future growth. The case-study narrative focuses on these issues and leaves readers with an open question regarding what decision to implement.

Which communication strategy should a male luxury (fashion) brand – associated with a luxury car brand – develop, in order to increase its awareness in Europe

This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.

Perceptions of creativity in a fashion design course /

Creativity is important to the growth and development of society, to educational institutions, and to the personal growth of individuals. Students who are aware of their creativity are assumed to have innovative ideas and fresh insights. Limited research has been conducted to see if students can identify their own creative abilities. In this study, I explored the students' perceptions and experiences in a fashion design course. This study documented the creative journey from the concept stage of an apparel collection to the final product. Participants were asked to reflect and document their creative moments, describe a creative process, and identify a creative environment. The participants were students who were enrolled in a fashion design course and were asked to participate in this study because they experienced all stages of the design process. Data were collected through personal reflection surveys, focus groups, and personal interviews. Themes of creative moments that emerged from this study were experiences that the participants had as they proceeded through the stages of the fashion design process. All of the participants identified a creative process, but the stages varied for each participant The participants identified themes related to promoting creativity in an environment, including the atmosphere, creative people, teachers, reflection, student needs, and assignments. The participants identified potential barriers in an environment, including rules and guidelines, teachers, the classroom, deadlines and time, feedback, and other important issues. The results ofthis study suggest that there needs to be a better understanding of creativity and greater support and encouragement for creativity in the classroom. Instructors need to support environments that are conducive to creative development and lead to effective learning for students. Students need to learn how to enhance their creativity as well as understand the barriers that block their creative development.

Self concept, acculturation, and fashion orientation

The research begins with a discussion of the worldwide and the Canadian market. The research profiles the examination of the relationship between a person's self concept (as defined by Malhotra) and fashion orientation (as defined by Gutman and Mills), and to understand how these factors are influenced by acculturation, focusing in-depth on their managerial implications. To study these relationships; a random sample of 196 ChineseCanadian female university students living in Canada was given a survey based on Malhotra's self-concept scale, and the SLASIA acculturation scale. Based on multiple regression analysis, findings suggest that the adoption of language and social interaction dimensions of acculturation constructs have significant effects on the relationship between self concept and fashion orientation. This research contributes significantly to both marketing theory and practice. Theoretically, this research develops new insights on the dimensionality of fashion orientation, identifies various moderating effects of acculturation on the relationship of self concept and fashion orientation dimensions, and provides a framework to examine these effects, where results can be generalized across different culture. Practically, marketers can use available findings to improve their understanding of the fashion needs of Chinese-Canadian consumers, and target them based on these findings. The findings provide valuable implications for companies to formulate their fashion marketing strategies for enhance fashion orientation in terms of different dimensions, based on different levels of acculturation.

Sustainability, Fashion Design, and Consumerism: Undergraduate Entry Level Fashion Students' Knowledge, Attitudes, and Habits

This qualitative inquiry explored 7 undergraduate students' attitudes, habits, and knowledge of consumerism, fashion design, and sustainability. The postmodern study employed crystallization as its methodological framework to gain insight into how participants' knowledge is manifested in their daily habits, and used 4 methods of data gathering: semistructured interviews, visual exercises, journal entries, and the researcher's own reflections. Four major themes emerged: Knowledge-Concepts Linked and Fragmented; Dissonance Between Knowledge Versus Attitudes and Consumer Habits; Surrendering to the Unsustainable Structures; Design Process and Caring Attitude. Findings indicate that participants possessed some knowledge of sustainability but lacked a well-rounded understanding of environmental and humanitarian implications of Western consumer society. Findings also reveal a dissonance between participants' knowledge and attitudes-affecting how their knowledge influences their behaviour-and how reflection, creative thinking, and drawing initiate change in participants' underlying attitudes. Recommendations are made to merge a variety of theoretical frameworks into the educational system in order to create curricula that offer a holistic overview and unique insights into sustainability challenges, particularly in specialized areas of the fashion industry.

Disunion City : the fashion of urban youth in Montreal, Quebec

Ce petit échantillon d’une étude ethnographique, fait à partir de la méthode d’observation participante, interroge la nature de la tendance de la mode auprès de jeunes citadins au coeur d'un centre urbain francophone du Canada. Les participants identifient un « look » comme étant emblématique du Plateau, un arrondissement de Montréal qui est démographiquement divers et contenant beaucoup de commerces dynamiques. Le Plateau a été promu par les organisations de la ville de Montréal comme le point central de la mode, arts et culture. Locaux ou simples touristes voient le Plateau comme un environnement aidant à la transformation personnelle et à l’autoréalisation, particulièrement chez les locaux de 18-30 ans. Plus particulièrement, les membres appartenant à cette tranche d’âge conçoivent leurs propres interprétations de la mode et participent à un certains nombres de projets créatifs en vue de réaliser d’authentiques et véritables expressions de soi. Cependant, à cause de la commercialisation de la mode présentée pour les consommateurs du Plateau, la jeune population perçoit le courant dominant du « hipster » comme n’étant plus l’authentique représentation à leur course à l’authenticité individuelle dans un monde en perpétuel globalisation. La chercheuse a découvert l’existence d’une idéologie de l’individu restreint à ce quartier. Vu l’animosité présente parmi la population locale du Plateau pour le courant principal hipster, l’ensemble de ces données montrent qu’il y a un besoin d’une meilleure compréhension de la relation entre la commercialisation de la mode occidentale et de ces acheteurs au niveau de l’individu et au niveau local dans les espaces urbaine en perpétuel globalisation. Le contexte de la mode dans cet environnement est contraint par l’hypothèse de la valeur qu'être différent est imaginé et digne d’intérêt dans cette communauté si et seulement si quelqu’un est confiant au point de se tenir debout avec ses idéaux au milieu des autres.

Estrategia de internacionalización frente a los TLC para la empresa Fashion Jelky

La presente investigación se realizó gracias al apoyo del Centro de Emprendimiento e innovación empresarial de la Universidad del Rosario, CIDEM, utilizando varias de sus herramientas y metodologías, las cuales fueron implementadas en conjunto con un grupo de consultores expertos en cada etapa, bajo la dirección de Luz Sofía Méndez. El objetivo del proyecto fue realizar una preparación inicial para la empresa Fashion Jelky para emprender un proceso de internacionalización a través de la exportación directa de sus productos, así la investigación se dividió en cinco etapas, en las cuales se realizó un completo estudio tanto interno como externo, con el fin de analizar todos los aspectos relacionados con el proceso de exportación y proveer a la empresa de una herramienta confiable y actualizada que le permitiera tener una clara visión del panorama general correspondiente al ambiente en el cual se desenvuelve. Dicho análisis se hizo gracias a la colaboración de la gerente general de la empresa Fashion Jelky, quien autorizó el uso de la información de la misma, teniendo en cuenta que será utilizada únicamente para fines académicos y se mantendrá la máxima reserva respecto a ella. Las etapas en las que se dividió la investigación son: Análisis del potencial internacional de la empresa, Inteligencia de mercados, Mejoramiento de producto, Simulación de ventas y Plan de mercadeo internacional, las cuales cubren todos los aspectos necesarios para obtener un visión completa del panorama en el cual se desenvuelve la empresa, para poder emprender un proceso de internacionalización exitoso.

Minerales fashion : una propuesta didáctica para trabajar los minerales en la Educación Secundaria Obligatoria.

La finalidad de este trabajo es reflexionar sobre estrategias que pueden ayudar en la enseñanza de los contenidos relacionados con los minerales que se plantean en la educación secundaria obligatoria. Se parte de los centros de interés de los alumnos relacionados con las áreas de ciencia y tecnología en relación con las repercusiones que tienen en la sociedad, procurando acercar el alumnado a su realidad y mejorar su aprendizaje. Parte de los contenidos que se trabajan están relacionados con las habilidades cognitivo-lingüísticas, el trabajo grupal y la utilización de internet en el aula a partir de una webquest.

Enterprise internships: modern fashion or real need?

The objectives of this work are twofold. First, it aims to reflect on student internship placements as a tool for developing the engineering curriculum. Secondly, we present a webbased software for the efficient management of enterprise internships. This tool is scalable, allowing the management of an increased number of students while minimizing the requirement for managing time

Fashion magazines: design implications of focus and perception variance between Chinese and UK females

A growing segment of Chinese women are willing to spend a high percentage of their income on fashion related products, however there appears to be concern over the quality of Chinese fashion magazines. Concern can be focused in two major issues: i) fashion magazine design, and ii) pictorial and textual distribution of content. This paper investigates how human factors (i.e. social norms and individual differences) influence fashion magazine design/format preferences, and investigates the difference in readership patterns between British and Chinese Women. Our study identifies significant differences between UK and Chinese readership; which has an impact on magazine viewing patterns and content preference.

Fashionline: CSR case of a U.K. fashion retailer

This paper presents findings from a corporate social responsibility (CSR) case-study of a UK fashion retailer informed through 22 multi-level internal and 5 external semi-structured interviews. Our research explores the relationship between various stakeholders and their perceptions of CSR issues. Sixteen themes emerge. We find disparity in CSR perceptions at different levels of organization and in views of consumers. Our recommendations are that the UK fashion retailer needs to – better understand normative purpose of CSR and in doing so balance social and environmental factors more equally; engage more widely at an early stage with broader stakeholders (global supply chain; consumers, employees, local populations, regulators, industry players); and better communicate (at different levels internally) along with integrate (external policy makers and with industry) design and implementation of CSR strategies. The authors conclude a gap remains for better CSR frameworks for the UK fashion retailer.