The global market place

The Global market place

-The current leading emerging markets are the BRICS and MINTS (used to be TIMPS)
BRICS- Brazil, Russia, India, China, South Africa
MINTS- Mexico, Indonesia, Nigeria, Turkey
The Philippines was taken out due the disaster which happen last year.
TIMPS- Turkey, Indonesia, Mexico, Philippines 

-There has been a real interest in the Japanese aesthetic and market for example - Kenzo 1970, miyake, watanabe, Yamamoto, Comme- 1981 which is now Commes Des Garçons, also responsible for Dover Street market.

Commes des Garçons

-Fashion is also developing in Brazil, which now has its own fashion week held in Sau Paulo. Also in Brazil a secret luxury goods provider has been opened called Daslu (translates as lulus house) the only access to the store is by helipad or the underground security parking area, not by street path. 

-Company Li&Fung are trying to gain ownership of English companies, particularly down Savile Row, as they have realised the value in heritage. They have bought many down Savile Row already but the have opened up a marketing Suite to buy the rest of the road.

-Another emerging market is Gum: Moscow red square. Half of the frontage is Cartier while the other half is Louis Vuitton. It is like an art nouveau shopping centre for luxury goods with armed guards.

 

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Fashion monitor

I have created an account on fashion monitor,in order to be informed about news, updated contacts and events in fashion both in New York and London. It is a an important website for PR and is used daily by the world's leading brands and PR agencies. 

Other websites which can be used...

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Paris

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Press release

How to write a killer press release

Friends of the earth have put together a useful guide and template to writing a press release.

PRESS RELEASE                                                 Logo

 

For immediate release (date)

If you want the media to use the story as soon as they receive it 

or 

Embargoed for: (time/date)

 This is a good way of giving journalist time to prepare and ensure they don't use it until a specific time 

Headline 

Start with a snappy headline, but not too clever 

Photo opportunity

What is it, where is it, when is it and contact details 

Paragraph 1: Summarise the story- who, what, where, when and why. All key information needs to be in this paragraph

Paragraph 2: Put in more details to flesh out the story you have outlined in the first paragraph 

Paragraph 3: "Quotes from you or someone relevant to your story." Don't try to cram  too many points into one quote- each point should make one point 

Paragraph 4: Extra relevant information 

END 

Notes for editors;

• Provide extra information in case they run a longer story 
• Outline what you have to offer: pictures, interviewees 
• Outline any additional information or facts and figures, but keep it short. 

Contact, make sure you supply numbers where you can be reached day or night. This can make the difference between your story being covered or not. 

Name:                  Telephone:              Name:                Telephone 2 :

Type your group name here, local group

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The future of fashion

Technology
People are wanting to disconnect from online due to marketers constantly taking advantage of peoples data. A new concept of 'the stealth pocket' has appeared which is a pocket where you place your phone into and you become invisible. People cannot message, talk or contact you any way. This is a threat towards promoters as obviously this is vital way of getting through to consumers. 


However, a new app which has caught on well is 'Hijack' by meat pack. Its an app that is available on your phone, and uses GPS, so that when your in the shopping centre you receive a message about the discounts available in the store at meat pack. The percentage of the discount goes down each second from 99% and so people run as fast as they can to the store to get to most out of the discount. The concept works very well and it went viral as it is an innovative, fun and exciting way to shop.
   

This kind of discount scheme is becoming more and more common now with customer loyalty cards, such as nectar points and Tesco cards etc.

Going Native

-Where is it made? What is it's story? Is it local?

These are some of the questions which consumers now want to know about the products they buy.

e.g looking for a label which says made in Britain.

Although a garment may say made in Britain, it doesn't necessarily mean that it is. It can be classed as this if it 'finished' in Britain, for example the sewing of a button or label.    

-people are avoiding the the mega systems who are guilty of not paying taxes or lower taxes than everyone else. Consumers ar beginning to shop more in independent stores. Companies guilty of taxes are amazon, starbucks, apple, google and Facebook.

Age of we

- Brands are realising there is a strength in collaborations and so more and more are happening. There are even some brands collaborating which you would expect to put together for example Burberry and Apple.

More examples of collaborations...

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Politics in fashion

Fur

-Big fashion houses often use fur, particularly Prada this year with their dyed fox fur coats. 

-Big departments stores in the past, such as Harvey Nichols, have had many protests outside, urging people not to shop there.

-In the 80s people would spray fur items with paints.

-It is seen as very European

-There are no more fur farms in the UK

Men in fashion

 

-Men do not follow catwalks/fashion weeks. Many brands do not feel that they gain anything out of the mens catwalk shows which is resulting to many no longer showing e.g Tommy Hilfiger

-Unlike women men generally do not follow the latest male models, this is why many celebrities are used instead. e.g David Beckham for H&M and also Belstaff. Beckham is a very hetrosexual figure- played football, wife, kids etc.

-In 18th century Italy a man of high fashion who pays too much attention to his appearance was called a Macaroni and considered a fool.

Social conditioning

-certain subcultures would wear a piece of clothing or hairstyle to create a meaning or sign (semiotics)

-e.g Vivienne Westwood and Punk

-wearing offensive clothes

-It is not seen very much nowadays. There is more focus on what is presentable and the practicality. Many people do not have disposable incomes to buy outrageous fashion item, especially from the recession. 

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