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Globalisation of Luxury Fashion Branding

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Thus fashion media intersects the local and the global perspectives to produce new matrixes that legitimize the formation of hybrid identities. Therefore, the changes in fashion media can sometimes be oppressive and wipe away cultural identities and traditions and also offer new sources to rework personal identity and empower individuals to act against traditional styles and forms to recreate more emancipated styles. The culture industry has led the fragmented identities to form synthetic models and consumer identities that create superficial changes to style and fashion that re-conceive traditional identities with respect to attitudes and looks that are opposed to fundamental choices, commitments, and actions.

The postmodern personality that has evolved as a result of these changes does not make any fundamental choice and lives on the surface totally lost to hyper-real media images becoming mere characters of the postmodern carnival. Popular media sources that introduce the new identity are from North America that sets a trend not only of globalization but also of Americanization. Global popular figures like Madonna, Beavies, Rambo and other American personalities pose as seductive and symbolic models for followers and cultures that are imbibing new culture due to globalization (Benyon, J.

& Dunkerley, D. 2000 p. 134). Globalization – of publicationFashion media has undergone changes due to globalization with mergers and collaborations of publications. Chinese publishers cooperated with foreign magazine publications since 1981 to bring out regional editions. Significant influential copyright cooperation was the publication of ELLE in Shanghai in 1988. Another collaborative publication was between Hearst Corporation and Trends publication in 1998. Further, the Pictorial Press of China joined hands with VOGUE to publish Vogue China in August 2005.

The current setting of the periodical market in China indicates that crucial competition is between native and foreign capital. To a certain extent, universal publishers that work together with Chinese publications envisage various areas of risk, danger, and concern. In terms of globalization, there should be common factors in integrating external business processes, not just for-profit and capital gain as the sole motto (Li, Pin 2008 p. 59-63).

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preview essay on Globalisation of Luxury Fashion Branding
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Media
  • Level: Undergraduate
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