Globalization's Influence on Luxury Fashion: A Visual Analysis

This essay delves into the dynamic intersection of luxury fashion and globalization, exploring how international interconnectedness shapes the industry's landscape. The introduction sets the stage by highlighting the author's interest in luxury fashion, emphasizing its innovative potential and customer willingness to pay premium prices. The essay then introduces globalization as a key theory, defining its role in facilitating trade and market expansion for fashion brands. Through visual analysis of images, including leather jackets and designer sunglasses, the essay investigates how globalization impacts the consumption of luxury goods. The methodology includes visual element analysis, ethnographic, and auto-ethnographic research methods. The findings reveal how brands like D&G and Nanushka leverage globalization to reach global markets, adapting to consumer preferences and subcultures. The conclusion reiterates the significant role of globalization in the expansion and evolution of the luxury fashion industry, emphasizing its impact on brand recognition and market reach. The essay utilizes references to support its arguments, providing a comprehensive overview of the topic.

Luxury Fashion

Contents
SECTION 1- INTRODUCTION.....................................................................................................1
SECTION 2- INTRODUCTION OF SELECTED THEORY ........................................................1
SECTION 3- DEVELOPMENT OF VISUAL ANALYSIS...........................................................2
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
Online.............................................................................................................................................10

SECTION 1- INTRODUCTION
Luxury fashion is consist of those brands which offer high quality of products within high
prices to their targeted customers (Zhang and Zhao, 2019). In context of fashion industry, luxury
is seen as the opportunity for the growth of the industry because customers demanded for the
high quality of products. I have chosen luxury fashion as the theme of this report because I
believe that the fashion industry can innovate rapidly and I also believe that most of the
customers in this industry are ready to pay high prices to purchase good quality of dresses with
attractive designs. Hence, I can found various primary and secondary information upon this
theme. On the other hand, I choose globalization as the theory of this report. The following essay
covers introduction of selected theory and development of visual analysis. The images which are
collected are having similarities that they are showing the current fashion at global level like one
of the image is showing a leather jacket which is mostly liked by customers within the industry.
All the collected images are related to the theme because they seems like high quality of
products. I hope to discover through this research about the ways luxury fashion is expanding at
global level.
SECTION 2- INTRODUCTION OF SELECTED THEORY
Globalization is the term which describe that the different countries are interconnecting
with each other to interchange their trading activities (Baru and Mohan, 2018). Globalization did
not only consist of interconnection between two or more countries with each other but it is also
related to exchanging the goods and services within the country between two or more states.
There are various benefits of globalization such as it will helps to maintain good relationship
within countries, it promotes peace at worldwide level, it aware citizens about new kinds of
technologies and help them to enhance their lifestyle and standard of livings.
From the visual research it is going to analyse that role of globalization in context of expansion
of luxury fashion. The assumption made for highlighting the impact of Globalization on luxury
fashion is that the free trade started by globalisation has changed consumption and demand of
luxury fashion. The theme of luxury fashion is directly linked to globalization because with the
help of globalization the companies which produces fashionable products can expand their
market and target customers at global level. Globalization has played a very important role in
promoting fashion and especially luxury fashionable products.
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Null hypothesis- “There is no relationship between globalization and expansion of luxury fashion
companies”.
Alternative hypothesis- “There is a significance relationship between globalisation and
expansion of luxury fashion companies”.
SECTION 3- DEVELOPMENT OF VISUAL ANALYSIS
Visual research is consist of those investigation of information which is collected by various
types of visualization such as videos, drawings, maps, photographs and many others.
Research method-
 Visual element analysis- it is the method of research which help to understand the art
which focuses on artwork visual elements like line, scale, colour and many others
(Hibberd, 2020).
 Ethnographic- This is the type of research which is consist of study of people in their
own natural environment with the help of methods like face-to-face interview,
observation and many others. Here, researchers mainly focus to analyse the behaviour
and attitude of different kinds of people in their own locations.
 Auto-ethnographic- This is the research methodology which is describe that the research
findings are evaluated by the personal experience of the researcher to analyse specific
culture, belief and many others. Here, researchers analyse their own personal experience
(Sresnewsky, K.B.G.B. and et. al., 2020).
From the above three methodologies the one methodology which is chosen for the report
is ethnographic because it will define the behaviour of people in their own location and in
context of luxury fashion, the companies are required to launch the new product by analysing the
culture, preference of citizens and many others within the targeted location (Peters, Li and
Lenzen, 2021). For example, a UK based clothing company is going to expand its business in
Asian countries then that company is required to analyse the behaviour and preference of
customers that whether they like to wear those dresses which are planned by company to launch
within their country.
Evaluation of the collected images-
Figure 1-
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Figure 2-
3

Figure 3-
4

Figure 4-
Figure 5-
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From the above pasted pictures it is evaluated that figure 1 interpretate that the woollen
pants and trousers will be manufacture with attractive design for customers which can wear at
the time of summer and even at parties. Figure 2 will interpretate that leather jackets are
considered in luxury fashion item because most of the customers in this industry are prefer to
wear leather jackets in parties or anywhere. It will give a good look to customers and the leather
jackets are also sold in higher prices. The companies who manufacture leaders jackers are
adopting innovation like laces at the waist to make the jacket adjustable according to customers.
Leather jackets are divided into three categories, the biker jackets, the bomber jackets and the
racer jackets. It is believed that the origin of leather jacket take place in the early 1900s.
Commonly military people wear this jackets during the First World War. At that time German
fighters began to wear brown leather jackets. Later, at the time of World War Second, bomber
jackets has began to manufacture for military purpose. In the year 1928, leather jackets was
firstly introduced for fashion purpose (Smith, 2019). In the year 1950s and 1960s, most of the
people use to wear leather jackets while riding the bike. Even in Hollywood films, high reputed
actors and actress supposed to wear leather jackets for action scenes. Hence, this is the time of
peak for leather jackets demand in the market. Most of the bikers wear leather jackets for good
and cool looks. Rock stars such as The Beetles and Steve McQueen quickly adopted the fashion
of leather jacket and they are having huge fan base who get influenced by them easily. Hence,
Hollywood actors played an important role to promote leather jackets at global level. The picture
in figure 2 is also having the some laces. In context of figure 3 which is related to a shirt having
highlighted borders at collar and pockets of the shirt. This shirt is having two pockets which can
be the new innovation for the fashion industry. In context of fashion industry, subculture
identification clothing is one of the most trendy fashion for the customers. Customers wear
clothes according to their sub-cultures to highlight their cultural background. Commonly
customers wear their traditional cloths during occasional time. For example, Kimono is Japanese
dress which is commonly wear by Japanese people on their occasional days. Hence, the main
target for those companies in fashion industry which sell sub-cultural clothes are mainly related
to old generation because they prefer more to wear traditional clothes then young generation. In
context of figure 4 and 5 the girl is wearing D and G diamond sunglasses. The company Dolce
and Gabbana is an Italian luxury company which innovate with clothes and fashionable items
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(Jain and Mishra, 2020). The two images of figure 4 and 5 are highlighting that the glasses are
having diamond fittings with the logo of of the company in the design of those sunglasses. The
diamond glasses mainly target upper class customers who have high income level to afford the
diamond glasses. Earlier, these glasses are only sold to Italy customers but due to globalisation
any customers can buy these glasses at anywhere in the world.
All these pictures are related to the theme and theory of the topic which is luxury fashion
and globalisation. D and G and Nanushka and Liberty are international luxury fashion companies
which manufacture high qu8ality of products and sell them at high prices to gain high brand
reputation. The products of these brands are sold in various countries due to globalisation. Even
some luxury fashion companies import the raw material from other countries to manufacture
their products and sold them at different places. Hence, all the pictures are related to the theme
and theory of the report.
Articles related to theme and theory chosen-
According to John Armitage and Joanne Roberts, various luxury brands are having their
recognition and reputation due to the quality they offer at worldwide level. Most of the luxury
brands such as Gucci are offering their jackets or any other wearing product at high prices with
high quality (Arcuri and Giolli, 2022). The high prices will also help them to maintain their
brand reputation high. Such kinds of luxurious brands did not advertise well because they believe
in word of mouth promotional technique which means customers will share their positive
reviews to other people automatically (The Globalisation of Luxury Fashion: The Case of Gucci,
2021). Increased in globalisation activities will help them these luxury fashion companies to
expand well.
According to Iria Perez Gestal, globalization influences the growth of luxury fashion
companies. According to this article, globalization helped the luxury fashion companies to
research well about the availability of raw material needed by them to manufacture their clothes
(Fashion and Globalization, its Influencers and Marketing, 2019). For example, UK based
luxury fashion company found that they can manufacture high quality of clothes with those
fabrics which are especially founded in Asian countries (Kong, Witmaier and Ko, 2021). Hence,
globalization helped those companies to import the fabrics and expand their sales. On the other
hand, globalisation also influences marketing activities of luxury fashioned companies.
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CONCLUSION
From the above essay it is concluded that luxury fashion industry is one of the most
expanded industry with innovative changes. The essay concluded the relationship between
globalisation and expansion of luxury fashion companies. There are few pictures which analyse
that the brands like Nanushka, Liberty and many others are having high quality of products with
innovation and the prices of their products are also considered as high because their production
will cover high cost. Second reason to sell the products at high prices is to maintain high brand
recognition and high brand reputation. It is concluded that with the help of globalization, the
companies in luxury fashion industry gain the opportunities to grow well. Globalisation is the
concept where countries interlinked with each other to share their trades and maintain good
relationship with each other. The brands like Nanushka and many others have expanded well at
worldwide level due to globalisation. Therefore, globalisation played a important role in
promoting the luxury fashion.
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REFERENCES
Books and Journals:
Arcuri, A. and Giolli, L., 2022. The relationship between upstream vertical integration and
environmental sustainability in the luxury fashion industry. SN Business &
Economics, 2(7), pp.1-20.
Baru, R.V. and Mohan, M., 2018. Globalisation and neoliberalism as structural drivers of health
inequities. Health research policy and systems, 16(1), pp.1-8.
Hibberd, M., 2020. Examining globalisation, climate change and the fashion industry. In Supply
Chain Management and Logistics in the Global Fashion Sector (pp. 33-48). Routledge.
Jain, S. and Mishra, S., 2020. Luxury fashion consumption in sharing economy: A study of
Indian millennials. Journal of Global Fashion Marketing, 11(2), pp.171-189.
Kong, H.M., Witmaier, A. and Ko, E., 2021. Sustainability and social media communication:
How consumers respond to marketing efforts of luxury and non-luxury fashion
brands. Journal of Business Research, 131, pp.640-651.
Peters, G., Li, M. and Lenzen, M., 2021. The need to decelerate fast fashion in a hot climate-A
global sustainability perspective on the garment industry. Journal of cleaner
production, 295, p.126390.
Sresnewsky, K.B.G.B. and et. al., 2020. Rapport-building in luxury fashion retail: a collectivist
culture case. Journal of Fashion Marketing and Management: An International
Journal, 24(2), pp.251-276.
Zhang, L. and Zhao, H., 2019. Personal value vs. luxury value: What are Chinese luxury
consumers shopping for when buying luxury fashion goods?. Journal of Retailing and
Consumer Services, 51, pp.62-71.
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Online
The Globalisation of Luxury Fashion: The Case of Gucci, 2021 [Online] available through:
<https://www.researchgate.net/publication/
350135280_The_Globalisation_of_Luxury_Fashion_The_Case_of_Gucci/>
Fashion and Globalization, its Influencers and Marketing, 2019 [Online] available through:
<https://damaacademia.com/pmsj/wp-content/uploads/2019/05/PMSJ-04-019-002.pdf/>
Smith, J. (2019) A BRIEF YET INTERESTING HISTORY OF LEATHER JACKETS. [Online].
Available through:
<https://leatherskinshop.com/blogs/default-blog/brief-history-of-leather-jackets/>
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