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Running head: FASHION AESTHETICSFashion as an Aesthetic EconomyStudent NameUniversity nameAuthor Name
FASHION AESTHETICSFashion is considered to be one of the most significant creative industries. The symbolicmeaning of the social ideas is expressed by fashion. Every one of us is part of fashion worldconsciously or not. This is undeniable that the fashion has great impact on our life. Fashiontrends influence generations, especially the young generations greatly. The socio-economic andcultural aspects of a society get reflected in the contemporary fashion world (McRobbie, 2013).The spirit of that period inhabits in the fashion trend of that period. The economy of the fashiontrend has changed in recent years. In the industry it is no longer just producing the finestmerchandise but focus is more on what the fashion products represents. In a way the economy isnow more aesthetics oriented (Filitz, Henkel & Tether, 2015). To ensure their financial gainlarge fashion corporations have been promoting their art, culture, heritage in combination withthe modern edge. However fashion has grown to be a significant contributor to the globaleconomy (Maloney.house.gov, 2015). Superficially just the aesthetic representation of fashionwith innovative and creative products and appreciation of unique beauties visible, but deepobservation will open up further perspectives. The aesthetic aspect is part of a large supply chainand profit generating industry.Fashion is a field of cultural mass production. Generally the fashion industry works infour levels. The first stage is the production of raw materials such as textiles, then the designersdesign fashion products based on the availed raw materials, the manufacturers then produce itand via contractors delivers it to the stores and finally the promotion and advertisement of theproducts for reaching the consumers (Bloom, 2013). The multiple levels of fashion productionare closely related. The business exclusively focuses on satisfying consumers by providing thebest fashion products but without compromising with the profit. Fashion has become an idealindustrial structure where the creative souls, entrepreneurs work hand in hand with trade analysts
FASHION AESTHETICSand investors. Their collaboration makes this industry such a significant part of global economy.Unlike other industries the fashion business acts sensitively towards the socio cultural oreconomic changes of that period (Aspers & Godart, 2013). The economy is commonly based onthe dominant trends; therefore the fashion marketing gives importance to marketing analysis(Okonkwo, 2016). The market analysis leads them to implement certain marketing strategies andpromotion or branding.Fashion economy also follows the established principles of economy theory. Theeconomic theory is based on the customers’ demand and producers’ supply (Keohane &Olmstead, 2016). Consumers play an important in the business process (Joyet al.,2014). Thebasic consumerism can be applied to the fashion economy as well. The greater the consumption,the more is the economic benefit for the fashion professionals. The fashion products also havethe consumer emotion attached to it, often high fashion products proves to determinant forupgrading the social value of the customer. The basing human emotion like happiness is thusassociated with the hedonistic desire and with the desire to raise their status in the socialhierarchy (Lee & Johnson, 2015). The ever changing quality of fashion market has already beenmentioned, and this includes the regular renewal of products. The freshness of the products isimportant marketing strategy for the companies in the capitalistic society. With the desire tocreate something new constantly, the creatively gets affected. The lack of constant production ofnew products often leads to renewal or redesign of older traditions. Like certain celebrities gotfashion inspiration from 60s fashion trend or fashion accessory like chokers have made their wayback in the contemporary fashion world (Cochrane, 2016).The aesthetic economy of fashion raises question regarding the value of the field. In theproducing the fashion products the aesthetics has become a key driving force. Unlike other
FASHION AESTHETICSindustries, aesthetics here is not just a part; the whole of the economic business of fashionindustry is centered on the aesthetics of it. In the economic practice of fashion the economicaction produces the aesthetic values and vice versa. Aesthetics vales are calculatedly getexpressed through certain mediums in the global market. The design, style, beauty are themediums for the aesthetic expression. The aesthetics of fashion is subjective in nature so notmuch stable. Contemporary capitalism does not inject aesthetic value into the fashion marketrather individual fashion professional or company internally builds up the economy of fashion onthe platform of aesthetics (Panet al.,2015). The subjects in the fashion process temporal andspatial, therefore the aesthetic value is ever changing. Certain product at a certain period getshuge popularity and becomes trend, but at another point of time the same product may lose itspopularity and relevance. For example the poet blouse was pretty famous during the 90s and itwas considered to be the best semi formal wear; however not many of the present generationeven know about it (Wang, 2012). So addressing the aesthetic value in such a protean industry isquite challenging.The fluctuating nature of the fashion industry, primarily driven by ever changingconsumer taste leads to constant change in model’s looks. The booker who arranges andorganizes the models gets often confused because of the ever changing nature of the industry.The instability has its effect on the aesthetic economy of fashion as well, but it is now anaccepted part of their job. The body aesthetics is an immaterial element but through fashioneconomy it gets commodified. The aesthetic economy is responsible for stabilizing the marketvalue of the fashion products by working on temporarily fixing the value. The modeling ofhuman body becomes the medium for the aesthetic economy (Entwistle, 2002). London FashionWeek or Milan Fashion Week becomes the platform for the economic transaction aesthetics.