Fashion Trends And Promotion Cultural Studies Essay

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The term fashion is usually used while referring to the newest and popular style or practice, mostly, in footwear, accessories, furniture's, makeup and clothing. It is the creative work of designers that makes it change time by time and only few people use the new fashion before it is considered out of fashion (Valerie 253). Although the term fashion can be used in many areas, it is mostly used in clothing. Therefore, in this paper we are going to discuss three of the major trends in fashion mostly referring to the clothing fashion.

Fashion has become the most influential thing among all kinds of people, from all races, age groups and different genders in the world today. Looking at the meaning of the word trend, it is the particular fashion part that a certain society focuses on at a particular time and age (Philippe 978). In this paper we are going to discuss three of the major new trends in the society today and their sources. These three trends to be discussed are the sexy lace, peplum and the cut off, while discussing them we will be focusing on the market target which is the women aged 25 to 35 years. In each trend there are three aspects that determine different tastes which are the color fabric and style.

There is still a discussion on the most effective methods of promoting a new cloth line. We shall see how advertising through commercials, and posters fits for this kind of business (Valerie 253). There are some analytical tables that provides the reader with summarized information of the whole concept

Sexy lace trend

Lace trend in the fashion industry has immerged to be the hottest of all the fashion materials. Lace is flexibly fit for anyone to wear mainly it is delicate for those who want to be at the top of the best fashion and sexy for those who want to shift from the boring fashions which sometimes can be referred to as the culture trend (Anne 127). Lace however, offers something stylish, womanly, and sexy and elegant to those people who love fashion out there and is considered money saving because you can incorporate it from year to year without necessarily getting into the bank.

Lace is mostly used by women in handbags, scarf and tops whereby most of the lace handbags are made by the MG collection while the tops are mainly made by companies like BCBG. Most of the lace scarf are however, made by the Ralph Lauren (Anne 127). Although, these lace stuffs are required and admired by many, mostly women, there are some determinants of their tastes. One of them is the age difference, looking at the women age difference from 23 to 35 years, it is clear that the younger ladies, aged 23 to 28 like the most colorful and elegant style of the lace which are considered more sexy while the older ones, aged 29 to 35, needs a more matured style and colors that are considered official (Kathleen 691). This is because, many young ladies like fashion and are not restrictive to various official attire while old ones are married and others works in offices where they must adhere to rules. In case of fabric in scarf, it all depends on the weather because scarf is made to prevent from cold but others are just for style.

Peplum

Peplum is an overskirt which is short in size and mostly it is attached at the waistline of dress, blouse or even a jacket of women. Peplum is a fashion trend that is loved by many women because it adds a perfect femininity, slimming their waists hence showing the actual figure of beauty. There are two main styles of these peplums, one is the flared and the other one is the fitted (Yuniya 814). The fitted one is the one that is tightly covering the waistline and is good for those ladies who love to show off their figure while the flared one is the one that adds caves to the body, they are however good for those ladies are either fat or too skinny to show off their figures.

In my research, I found out that women after giving birth they loose their figures and most of them like the flared style of peplum to try and cover up their shapeless waists while most of the younger ladies want to show off trying to be in fashion, so they mostly use the fitted style. Considering the color taste, as we have said earlier, the young one like brighter colors like red yellow and pink while the older ones like mature colors like blue, green and black. When I am talking about young ladies, am referring to the age of 23 to 28 and older age is 29 to 35. Some of the designers are like the Grace elements, Still McCartney and Betsey Johnson.

Cut off trend

Cutoff is a fashion trend that involves shorts which are short in size. There are different types of cutoffs depending on the color style and fabric (Gilles 690). In style, they are either fitting or flare. Fitting are those that cover the body tightly while the flare are those, although short, they are lose when worn. In many cases, ladies at the age of 23 to 28 like the fitting style while the other age group, between 9to 30, they love the flair style.

In case of color and fabric, the younger aged ladies love wearing brighter colors while those at the older age like the dark colors. Fabric in the other hand is structure or the material used to make the cutoff such as silk, polyester or cotton. In this case, women at age of 23 to 28, like wearing the jeans or silk cutoffs while the other age group that involves ladies between the ages of 29 to 30 years loves the cotton and wool cutoffs (Gilles 690).

The following are the tables that explain the performance of the different fabrics in different trends of fashion. They were collected from a sample of two hundred ladies, 100 fat in size and 100 slim and figured. The sample was collected carefully while in each category that is, fat or slim, 50% being from each age group

TABLE 1

specification sheet of silk material on 200 ladies, 100 slim and 100 fat ones, each age group representing 50% of each category

trend

fat

slim

Lace

age 23_28

8

23

age 29-35

1

3

cutoff

23_28

10

35

29_35

0

2

Peplum

23_28

23

40

29_35

15

20

TABLE 2

specification sheet of polyester material on 200 ladies, 100 slim and 100 fat ones, each age group representing 50% of each category

fat ladies

slim

Lace

age 23-28

10

25

29_35

2

5

cutoff

23_28

9

36

29_35

3

5

Peplum

23_28

20

30

29_35

13

24

TABLE 3

specification sheet of cotton material on 200 ladies, 100 slim and 100 fat ones, each age group representing 50% of each category

fat

slim

lace

23_28

9

5

29_35

26

10

cutoff

23-28

10

3

29-35

24

20

Peplum

23-28

5

6

29-35

24

12

TABLE 3

specification sheet of wool material on 200 ladies, 100 slim and 100 fat ones, each age group representing 50% of each category

fat

slim

Lace

23-28

5

0

29-35

6

4

cutoff

23-28

0

0

29-35

1

0

Peplum

23-28

0

0

29-35

3

0

For merchandising and prompting

After venturing in to the marketing, proper promotion methods are required. The term promotion is commonly used while referring to the methods of conveying the information to the perspective buyers about your new product and trying to convince why it is the best so as to introduce them in to the market (Philippe 978). While doing the promotion of your product, it is good to consider the taste and the type of customers you are targeting.

In my case hear, I will be promoting a new cloth line that will be dealing with selling of apparel dress for ladies. Apparel clothes are mainly the formal cloths that are used mostly in official wearing. This kind of wearing needs some formality while even introducing them to the customers; you should consider the social standards of the customers you are targeting (Gilles 690). Let's now look at the methods of advertisement that are best in this promoting activity. In this case, the promotion will be on the new cloth line as well as the product.

Methods of promoting

Advertisement

In this particular case, media, poster, billboard, magazine and newspaper advertising are the most effective methods of advertisement. This because, this kind of business is dealing with fashion and fashion needs visual assurance. Therefore, for this promotion to be fruitful, people should be shown the beauty of these products in terms of color, style and fabric. Lets look at some posters used to promote other types of fashion. Note that the posters are not from the products to be promoted hear, but from other lines.

C:\Documents and Settings\jigohboy\Desktop\apparel.jpeg

Media advertising involves the commercials. These are the adverts that appear in the TV, radios or internets which involve visuals and sound effects (Toyne, and Lambert 35). Commercials for this kind of promotion, that involves cloth fashion, should be colorful and entertaining so as to attract the viewers or listeners attention easily. The other method of advertising this kind of business is the use of coupons. These may be in form of vouchers or small cards that are given out with the purchase of other goods.

For this particular business, that will be located in the city, I will prefer the use of posters and commercials (Toyne, and Lambert 35). This is because there are very many people in the city so if you put posters and billboards, they will be viewed by many and in case of commercials, I choose it because everyone goes home where they watch TVS and listen to radios, so they are likely to view the commercials.

summary

While doing the promotions, there are some things that need to be considered: type of customer, the type of the product and the pricing strategy.

TABLE 5

Summary

of female customers

Type of Customer

product line

pricing in dollars

tops

20

young ladies

trousers

26

skirts

30

tops

25

old ladies

trousers

35

skirts

28

Explanations of the above table, table 5

According to the market research conducted, young ladies are the most potential customers and most of them said that they do not have big salaries like the old ones who are already at the top of their career. So while pricing, I had to consider that. Tops and trousers are their favorite wears that's why their prices are considerably reduced. In every fashion, there is something called the taste. This is desire of particular individual towards something. In the case of fashion, young people have the best taste that is why they need to be considered in every setup of the business.

In the other hand, when you look at the pricing of the same products, but now for the older ladies, there is a slight difference. This is because, old potential customers are few in number and those little ones are considered rich. Therefore, in Oder to balance both sides, that's why I have changed the pricing. Many old people seem to be so much preoccupied by other things of life therefore fails to concentrate on fashion. They wear anything that covers their bodies that is why they are not considered much in the promotion of the cloth lines.

Work cited

Anne, H. Seeing through clothes, Berkeley: University of California Press, 1993. Pp.126_127.

Gilles, L.The empire of fashion: dressing modern democracy, Woodstock. Princeton University

Press, 2002. Pp. 678_691.

Kathleen, M. Style for all: why fashion, invented by kings, now belongs to all of u, 2010. PP. 691

Philippe, P. Fashioning the bourgeoisie: a history of clothing in the nineteenth century,

Princeton NJ Princeton University Press, 1994 MPP. 978.

Toyne, G. and Lambert, D. rotary clothes hoist patent IP Australia, 2011

Valerie, C. Understanding Fashion History. Costume & Fashion Press, 2004. Pp.253.

Yuniya, K. Fashion-ology: an introduction to Fashion Studies. New York: Oxford University

press, 2005. Pp.814.

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