What Is the Role of Fashion Promotion Within the Fashion Industry, and How Will It Develop in the Next Five Years?

1862 Words Feb 19th, 2008 8 Pages
What is the Role of Fashion Promotion Within the Fashion Industry, and how will it develop in the next five years?

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
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Photography can tell us a story of periods in history; "fashion photography constitutes a historical document that offers us evidence of the practices and ideals of a given period" (H.Radner (2000) in S.Bruzzi & P.Church Gibson Fashion Cultures: Theories, Explorations & Analysis, London: Routledge, pp. 128-134). In the 1940's photos were very staged, prim and proper and the models were the children of the rich of that time, by the 50's there were some social changes such as more disposable wealth, to which the fashion industry responded by having studio lit photographs and beginning to move away from static, manikin style shots. By the 60's subject and style went under transformation as a result of changes during the post Second World War era and the revolution of the ‘single girl' began. Fashion photography started to be shot outside with the model often walking or running to show that she is ‘active'.

(Ruth Orkin, American Girl in Italy, 1951)

Fashion isn't fixed: it follows a repetitive cycle, which is moving so fast that cyclical ideas are being used up too quickly. In response, brand new ideas and concepts are being invented. The growth in virtual space means knowledge spreads faster, ideas are downloaded and lower designers take them before higher designers who came up with the designs get it into their own store, which is one reason why fashion is becoming cheaper. Boundaries between higher and lower level brands are becoming blurred as is the distinction
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