Fashion

The researchers investigated theoretical connections between media exposure and fashion. They conducted two studies using both quantitative and qualitative methods. Results indicated that fashion involvement is motivated by social comparison and the reason behind is exposure to fashion media, cognitive dissonance reduction and peer influence. Furthermore, the role of traditional media, particularly role of magazines, is very powerful in the model of fashion communication.

Usually information on fashion or luxurious products come from mass media; traditional mainstream sources such as TV, fashion magazines, and newspapers. In this research work, the researchers attempted an explication of fashion involvement and its relationships with media exposure and some social psychological variables.

The researchers examined explication of fashion involvement and its relationships with media exposure and identified some social psychological variables. Researchers has defined involvement as the extent to which the consumers views fashion clothing as a central part of their life. In Chinese society, the relationship between fashion and individual consumption patterns in Chinese culture is different from that in the Wes.

In china fashion reflects an individuality that sets consumers apart from others. The researchers attempted to examine the major antecedents of fashion involvement, the relationship between media exposure and fashion involvement as well as predictive structure between social comparison, cognitive dissonance reduction strategies, peer pressure, and fashion involvement.

Objectives:

• To examine the relationship between exposure to fashion media and fashion clothing involvement.
• To investigate the effect of demographics, social comparison, cognitive dissonance reduction, and peer influence on fashion involvement.
• To assess the role of social comparison regarding relationship between media exposure and fashion clothing involvement.

Researchers collected data through a random sample survey, 574 young residents both male and female were selected through random digital dialing in Guangzhou. For measuring fashion clothing involvement researchers used 5-point Likert-scale (1 = strongly disagree and 5 = strongly agree), participants responded four questions.

Media exposure was measured using, a 3-point continuous scale (1 = never; 2 = sometimes; and 3 = often), accompanied with three open-ended questions. Social comparison was measured using 5-point Likert-scale (1 = strongly disagree and 5 = strongly agree) accompanied with a questionnaire. Cognitive dissonance reduction was measured through three questionnaire items.

Researchers conducted several rounds of group interviews to explore opinions, attitudes and understandings shared by people from the same background. 20 participants were selected by means of purposive sampling in Zhuhai.

Five fashionable ladies, known fashion well, were in the first group. six young ladies, developing their fashion consciousness and on their way of formulating personal style and taste, were in the second group. The third group comprised five college girls, they were students. Four men, belonging various business were in the last group.

Group interviews were video recorded and facilitated by a doctoral candidate. The same questions, which included general questions, were asked in the group interview session.

In Study 1 media measurement focused on exposure frequency, results only showed how often respondents read fashion magazines or surf the Internet. In Study 2, media source and their influences were added, results showed participants’ attitude and inclination toward different media. Study 1 confirmed the effect of social comparison on fashion involvement whereas study 2 cross-validated the social comparison effect through a different method (interviewing).

Both the studies confirmed the role of peer pressure on fashion. Through group interview, researchers found that peer influence can separate individuals into active or passive involvement. Researchers wished combined findings should contribute to the development of cognitive dissonance theory. Researcher found young, and well-educated people were much more likely to try new products.

Emma chamberlain is a 17-year-old girl that makes youtube videos and has 5’497’536 subscribers. She was born in San,Carlos, California on May 22nd, 2001 her father is a oil painter. She is on a strict vegan diet she made a video on how to make vegan cookies. After posting her first youtube video “summer lookbook 2017 “ she reached 50k followers on Instagram. Emma dropped out of Notre dame high school for youtube .she drives a Subaru. she lives in California.

She loves iced coffee and going to the beachocean she fonds ice cream and enjoys reading favorite show is the office she made a whole video about her coffee recipe and why coffee is good she does not try hard like some YouTubers try way to hard she keeps it low key like not to extra or dramatic she keeps it chil. Her eyes are blue. has dirty blonde hair. is 5’4 5’5 its in between. she is 51 kilos. she is extremely skinny. And usually has her hair down or in a ponytail and LOVES scrunchies with a ponytail loves sunglasses loves putting chapstick on 247 lol. does not like sports.

Emma is a part of the sister squad what exactly is the sister squad u might ask well it is a group that included emma James Charles and the Dolan twins they love doing each other’s makeup and always spilling the tea sis they went to las vegas togher James yed Emma’s hair brown but it faded back to her natural dirty blonde and ya that’s the sister squad . Emma’s style is vintage because she loves to thrift shop for a lot of clothes she is casual dresser she always wears mom jeans and a denim jacket with a shirt or depending on the weather a hoodie most likely her merch cause you promo hehe he loves wearing light colors u can always count on her to wear yellow and loves some sandals is she does not wear makeup often unless it’s a special event.

Emma lives alone in a small apartment no pets or people just herself she is always cooking or doing a face mask or vlogging the most random stuff she likes trying new foods but it’s kinda hard cause she vegan she has to always stay on a budget cause of vegan cause a lot of vegan stuff cost way more than regular diet cost. In conclusion, Emma Chamberlain is really different from others and has her own style and loves coffee and is vegan ok byeeee .

In distinction from Marks & Spencer, the international Bhs brand is not well-known in UAE markets; moreover, their womenswear and menswear products look more suitable for international tourists coming to visit UAE than for local consumers seeking high-quality products. For those seeking unique and well-designed Bhs products, the company offers unlimited purchasing opportunities through its online stores or a set of stores in Abu Dhabi (LIWA Trading Enteprise 2009).

It should be noted, that while Marks & Spencer has a website designed for UAE consumers and providing full information about its UAE stores and the benefits of its cooperation with Arabic retailers, similar information about Bhs stores in UAE is not easy to find, being available through the websites and information boards of the company’s partners in UAE. It should be noted, that Bhs’s product design for UAE does not differ much from what the company usually offers to its European customers. The lack of these product design differences stems from the originally modest and overtly classical nature of Bhs’s products.

Nevertheless, and despite the growing popularity of Bhs in UAE, it still finds it difficult to expand its retail market presence without active cooperation with local retailers, and similar to Marks&Spencer, Bhs looks forward to expanding its business contacts and ties with a whole range of retail stores in UAE. In the light of the unique cultural features of UAE markets, does that mean that the brand image well-known and familiar to the customers all over the world requires being revised and changed to fit into the unique set of customer traditions and beliefs in UAE?

In reality, the UAE is well-known for its commitment to British standards of high quality clothing. With the annual turnover of more than $3. 5 trillion, Britain remains one of the leading producers of the world famous brands which are accepted and recognized in UAE. “When the nation is so highly valued it comes as no surprise that brands from the UK also top popularity charts throughout the Gulf. British fashion and food are top sellers in the region, with a loyal following that companies not only British expatriates, but also other expatriates and the local community” (Mishra 2006).

In this context, the brand image which Marks & Spencer and Bhs promote in UAE markets should combine the essential features of British culture and promote the importance of Eastern cultural traditions. Moreover, where Marks & Spencer and Bhs seek to establish themselves as the companies with a well developed positive market reputation, they should also be able to incorporate international brand principles into the system of brand beliefs in UAE. That is why since the end of 2006, Marks & Spencer has been actively engaged into promoting the role of green technologies and “green approaches” to different kinds of fashion products.

In particular, the company has concentrated its efforts around the need to promote a new type of “green” brand image which is widely recognized all over the world. It should be noted, that by making emphasis on green technologies, Marks & Spencer has also recognized the universal and cost-effective nature of this “green” image, for ecology and the need to protect environment are easily understood and accepted by all world cultures regardless their origin.

Obviously, Marks & Spencer looks for the effective ways of creating a more ethical brand image and proving the relevance of ethical mechanisms which should determine the customers’ choice of specific products. “It’s not just our green dyes that won’t harm the environment” (Pearlman 2006) is just one out of many examples which are expected to position Marks & Spencer as one of the most ecologically safe fashion brands in UAE.

A woman who grew up in the 1950s writes source 1. She is talking in the 1980s therefore it is a secondary source. It tells us about teenage fashion in the 1950s, and the lengths that the teenagers went to, to keep up with the new fashions. Being something that played a huge role in a teenager’s life. Although it is only one persons opinion about what happened in the 1950s.

It tells us of the female fashion in the 1950s. The girls in the 1950s went to such lengths to buy a sewing machine. ‘When I first started work I bought a sewing machine’. Also the girls purchased new material every week to make new clothes ‘every week I’d buy material to make a dress for the weekend’. We can infer from this that the girls were desperate to stay up to date with the fashions of the time. The fashions were full skirts, and lots of petticoats. The amount of time that they spent on fashion was tremendous. If they made a dress every week, that is a lot of time to spend on fashion. The source stresses the importance of fashion in the minds of young women (teenage girls). It was so important to them that they had to make their own clothes.

The idea that they made their clothes themselves lets us infer that the shops did not yet make the clothes that they wanted. It says that the ‘dress-makers were always busy’.

But although this source tells us a lot about the fashions for women it neglects the male fashion. What the teenage boys were wearing is not explained in this source. Also the opinion of only one woman is expressed. From this source we cannot be sure that the woman speaking was the only person wearing those specific clothes.

This source shows the opinion of one woman in the 1950s. But we have to speculate upon the fact that it may not be a routine followed by all the other teenage girls in England in the 1950s.

IN WHAT WAYS DO SOURCES TWO AND THREE AGREE ABOUT LIFE IN THE 1950s

The two sources are statistical; they do not say were they are taken from. Source 2 is about the average weekly wages during 1950 and 1960. Source 3 shows an increase in consumer spending in certain areas from 1948 to 1960. They both support each other in some way or another.

Source 2 shows an average increase in the average amount of weekly wages from 1950 to 1960. Source 3 shows an increase in consumer spending. To be exact it shows an increase of about 6 times. Therefore as wages went up, they had more disposable income and there was more demand for goods that were previously unavailable to the general public.

As wages went up so did the standard of living in the 1950s. We can infer from this that the standard of living increased in the 1950s.

There are some limitations to the statistical sources, because as with most statistics they are not exact, they are averages, they are generalised and vague, it was unlikely they could have asked everyone (only a small percent of the British population) and they could have asked people in one particular area which might be different to another area.

Both the sources show a major increase in money and spending. As before the war, the 1940s, the average person did not have much of a disposable income compared to the average person in the 1950s. In the 1950s more money was around so people could afford new things that they were previously unable to buy. Also consumer goods were getting cheaper because of mass production and the assembly line. Therefore in the 40s the children could not be teenagers because the teenagers need the money and the goods were expensive and in the 1940s there was not a lot of money around in Britain. In the 1950s there was more money around, so the general public could spend more money on luxuries. Rather than going without.

SOURCES ONE, TWO AND THREE ARE ABOUTLIFE IN THE 1950S. HOW USEFUL ARE THEY ABOUT LIFE THEN?

Source 1 tells us about the importance of fashion to female teenagers. Source 2 tells us about the average weekly wages in the country during 1950 to 1960. Source 3 tells us about the consumer spending on non-essential items. Although these sources have their strong points they also have their limitations.

Source 1 tells us that fashion was very important to the female teenagers. Judging by the amount of time, effort and money that the woman in source 1 put in, fashion must have played a very big part in her life. She says that she spent her first wage on a ‘sewing machine’. She also brought new material every week, ‘every week I’d buy new material’ she said. Also we can infer from this that if she bought the material and the sewing machine, the shops did not yet sell or even make for that matter make the clothes that the teenage girls wanted.

Source 2 tells us that from 1950 to 1960 the average weekly wages rose from �7.28 in 1950 to �14.10 in 1960. This tells us that the average person had more money to spend on non-essential items, more disposable income. We can infer from source 2 that people spent their money on recreational goods, and in source 3 this is confirmed. People spent more money on private transport in 1960 than in 1948. Radios, television sets, and electrical goods were spent more on during the same time period. These two sources, (sources 2 & 3), tell us only about the average person but not about the people who were not affected by the economic boom. They also do not give us a comparison with another time period.

Source 1 is limited because it tells us a lot about the fashion for women; it neglects the male fashion (teenage boy’s fashion). It is only the opinion of one woman expressed and from the source we cannot be sure that the woman speaking was the person wearing these specific clothes.

The sources are not very useful about general life in the 50s, as they say nothing about the extremes of poverty or wealth. The information is not very specific, it’s too broad. Also during the 50s judging from the sources no politics occurred. But obviously there is some sort of political news happening in Britain during the 50s. None of the three sources even speculate upon the fact of politics.

In conclusion the three sources are not very good in telling us about life in the 1950s, as they do not talk about most things, such as politics. The sources are too narrow on what they say. They only talk about one thing that happened. By using the sources we learn that teenage girls made their own clothes, the averages wages in the country went up, and that spending on non-essential goods also went up. Surely there must have been more to the 1950s than this? Life is about loads of things e.g. crime, religion, unemployment, not just about money and fashion. There obviously was but the sources do not tell us this.

DOES SOURCE FOUR SUPPORT THE EVIDENCE OF SOURCES 1 2 & 3? EXPLAIN YOUR ANSWER.

Source four is from the book, ENGLAND, HALF ENGLISH, written in 1961 by Colin Mcinnes. This source is therefore a secondary source.

Sources 1 and 4 are slightly different as in source 1 it says, “dress-makers were always busy”. This shows that the dressmakers did not have time for teenagers and thought that they were a waste of time and that they were not important. But in source 4 it says that they were ‘studied with respect’. We can infer from this that the adults paid attention to the teenagers. The sources are probably contradicting themselves because of the time p, source one was about the 1950s and source four is about 1961. Source 4 says teenagers have lots of spare money, but source1 says she couldn’t afford to buy new clothes and had to make her own.

Source 2 supports source 4. This is because source two says that in 1960 the average weekly wages went up to �14.10. In source 4 it says teenagers ‘are left with more spending money than most of their elders’. This is because the teenagers do not have the same amount of responsibilities, or as the source puts it, ‘obligations’ that the adults have. Adults have families to worry about, adults have to put food on the table, and adults have to pay the bills. Where as teenagers do not have these ‘obligations’ to worry about. The source clearly says that they only have to pay ‘a pound or two’ to their parents, and this is considerably less than their elders have to pay out of their wages.

Source 3 is about what consumers spend their money on. It says that in 1960 �600 million was spent on motorcars and cycles, �463 million on radios, television sets, and electrical goods and �352 million up from �169 million in 1948 on recreation. Source four supports this by saying that the entertainment industry studies the teenagers ‘with respect’. This shows that the entertainment industry values the teenagers because they are their number one target audience. Teenagers spend more money on entertainment and if the entertainment industry studies them ‘with respect’; it shows that the entertainment industry knows that teenagers are powerful and wealthy.

In conclusion source four is a very strong source as the three sources support it some way or another. Although source one differs from source four slightly they have the same couple of points. But the sources 2 & 3 back up what is said in source four.

HOW VALUABLE ARE SOURCES 5 & 6 AS EVIDENCE ABOUT THE IMPACT OF YOUTH CULTURE?

Source 5 is very valuable in shoeing the impact of youth culture. Although it talks only about clothes and fashion. Source 6 talks about ‘teddy children’, and it is quite valuable. But it is rather brief.

Source 5 is from a ‘history of post war Britain’, Peter Lane writes it in 1971 and therefore it is a secondary source. This source mostly talks about fashion mostly. This source also talks about the new slang that was first employed by teenagers and the shops in which they purchased their clothes. ‘Fab’ and ‘gear’ were the particular words used.

‘In the 1940s, Dior…had catered for the very rich and the less well to do had imitated these fashions’. We can infer from this that the less rich, the general public, did not have any designers specifically aimed towards them. But when the teenage revolution occurred in the 1950s the designers created clothes that were ‘simple’ and also, most importantly ‘relatively cheap’. We can infer from this that the designers had seen the new culture of young people referred to as a ‘classless society’. They were called a ‘classless society’ because where the adults were separated by lots of disposable income and not much disposable income. The youths had now received roughly the same amount of money as each other. So if you saw one youth in the street you could not distinguish between one or the other. Whether they had come from a richer or poorer family.

The youths in the 1950s went to London’s Carnaby Street for clothes. Carnaby Street became their ‘Mecca’. We can infer from the use of the word ‘Mecca’ that the youths would go to Carnaby street in the thousands, fairly regularly. They would pilgrimage to Carnaby Street. Before the 1950s the designers, as I have said before, would design for the very rich and the poorer would imitate these styles. Then after 1950 the designers would design for the young girls and the styles would be copied by the older. But the older women would complain that they couldn’t find the ‘clothes they needed’.

Source 6 is taken from the broadsheet newspaper, THE TIMES, on the 12th May 1956. It is therefore a primary source. This source is quite valuable to find out the impact of youth culture. Where source 5 spoke of clothes and slang it did not talk of the money that the youth had. Source 6 says that the youths, or ‘teddy children’, were ‘highly solvent’. We can infer from this that the youths had plenty of ready cash for their disposable.

In conclusion as good as these sources may be they have their limitations. Sources 5 & 6 both neglect the music business. This is bad because music plays a vital part in a teenager’s life. They both talk mostly about fashion mostly. Judging from these two sources one might say that fashion was the only thing in a teenagers life. This is not true as music and other factors play a vital role in a teenagers’ life. Source 5 is useful in telling us about the money and teenage culture. But what they both do not tell us about the effect on society that teenagers had.

HOW CAN SOURCES 4 5 6 & 7 BE USED TO HELP EXPLAIN WHY ADULTS SOMETIMES FOUND TEENAGERS DIFFICULT TO UNDERSTAND?

Source 4 is from a book ENGLAND, HALF ENGLISH by Colin Mcinnes, it is written in 1961. Source 5 is taken also from a book A HISTORY OF POST WAR BRITAIN by Peter Lane written in 1971, it is a secondary source. Source 6 is from an article in the times newspaper, on the date 12 may 1956. Source 7 is taken from another newspaper, a local newspaper, the Daily Dispatch, from the date 15 October 1954.

The children in the 1950s were more privileged than their parents. In that the parents grew up during both the wars and in the 30s and the 40s where the children had no prospects, no job, and no money. During the war there was rationing and hardship. There was and still is a generation gap between the parents and their children. In the 50s the children, (teenagers), now had the money, the prospects, and the jobs. This was because of the economic boom. Whereas before in the 30s and the 40s the youths had no futures, now the youths had futures, money, and prospects. They had money to spend to spend on themselves. The parents had very different upbringings to that of their children. Also there were huge changes in the country that they were brought up in.

Source 4 is taken from a book ‘England, Half English’ by Colin Mcinnes. It is a secondary source. This source says ‘today, youth has money’. This implies that before the fifties, the children did not have money, or as much money as they have got in the 50s. The youth in the 50s had more money than their elders had. The teenagers have a new culture, which their parents do not understand because, they have never experienced it.

Source 5 is taken from a book ‘A History of post war Britain’, written by Peter Lane in 1971, this source is therefore a secondary source. It says that the fashions would start at the oldest and richest people and spread downwards to the rest of the general public. But in the 50s the fashion started at the teens and went upwards to the older generations of women. The older women complained that they found it ‘impossible to find the clothes that they needed’. We can infer from this that the middle-aged women did not understand the new fashions that were beginning to appear on Carnaby Street.

Source 6 is taken from an article in THE TIMES it is in the edition that was published on 12 May 1956. This article is a primary source. This article expresses views that the children are now ‘highly solvent’. From this we can infer that the children have plenty of ready cash. This source shows that the children have a ‘strong sense of corporate identity’. This suggests that the businesses had respect for teenagers as most of their money came from them. ‘Simple…culture’, this was when the article was talking about teenagers. It says ‘simple’, that is ‘simple’ to an adult. We can infer from this quote that adults found the youth culture ‘simple’ and probably stupid as well. These adults might have had some fear about the youths because what people do not understand they fear. The adults did not understand the youths; they thought it was ‘simple’.

Source seven is taken from a local newspaper, ‘the Daily Dispatch’; the article is taken out of the edition printed on 15 October 1954. This shows very clearly that adults found teenagers difficult to understand because there is a sense of bewilderment about it. ‘A crowd of idol worshippers’ was the words that the reporter used to describe the concert. These words would not be used nowadays to describe a pop concert. We can infer from this that the reporter writing the article and many like him/her had ever experienced something like this before in their lives. They were brought up during the times of hardship, the war, and depression. At their times there was no such thing as ‘POP’ music it was only in the 1950s where all this came in. it says the voice was one thing they ‘love and fear’, this shows the amount of love that they had for this person, Laine the reporter says, ‘the adulation of this man bewilders me’.

This shows again that this is a scene completely alien to him/her. We again can infer from this that the reporter and many others like him/her had never seen this type of concert before. In the adults times they went into a concert hall and listened to the music nice and quietly. Whereas in the 50s the audience went crazy at every word that the artist would sing or even for that matter say. If the artist told them to be quiet they would, the source says that the audience were silent at once Laine had told them to be. ‘Laine impressed upon his fans that they should remain silent during such a song’. This would again be something alien to the reporter. In their time they would listen to their parents like that, and these youths were obeying a complete stranger as a parent figure. Basically the adults were bewildered by what was going on.

In conclusion adults found teenagers hard to understand because they were brought up completely differently. In the parents time there was no prospects, no jobs, and no money. But in the 50s there were prospects and jobs and most importantly money. There was a generation gap between the parents and their children.

TEENAGE CULTURE EMERGED FOR THE FIRST TIME IN THE 1950s. HOW USEFUL ARE THESE SOURCES IN HELPING YOU TO UNDERSTAND WHY THIS HAPPENED?

Youth culture emerged for the first time in the 1950s. It was then when people used the term ‘teenager’. Before this time no one knew what the term meant. Before in the 30s and 40s when the teenagers’ parents were growing up there was no prospects, jobs or money. They were times of hardship, and rationing. They were times of hard work. The youth during the 40s did not do the kinds of things that teenagers do now or what teenagers did in 1950s. In the 30s/40s when a youth came to the age of 13 or 14 years old they stopped their education and started to find jobs, if they were boys with their fathers or if they were girls with their mothers at home. It was not a very happy time compared to nowadays. Whereas in the 1950s and now youths are a new age group, mutated from just youths or young adults to teenagers.

The teenage culture in the 50s was about music, fashion, teddy boys, dancing, and money. The music industry had an effect on the emergence of teenagers because there was more variety of music for people to listen to. Different types of people (e.g. age groups-teenagers) were listening to different types of music. Teenagers could have a type of music that they could call their own. To increase the impact of music to help emerge teenagers was Radio. There were more radio stations, cheaper records (because of mass production) and more people had radios.

Radio programmes were also aiming at teenage segments. Like music and Radio, TV had a similar affect. The technology had improved and there were a wide variety of programmes and channels that meant they could aim at different market segments, like youth (teenagers). This could help develop teenagers by giving them something they could feel was for themselves and others who were in the same boat. People were working fewer hours and had more free time along with more pay so that people could afford to buy luxury goods/entertainment (e.g. cinema), so that the teenager could have somewhere to go and be with others in their position and socialise.

Source one is not the most helpful source that we are given as it is only one persons opinion of the 1950s. It talks about the fashion for a particular girl in the 1950s. We cannot be sure that the girl is the only person wearing this particular style. This source totally neglects talking about male fashion in the 50s. This source does not tell us anything about why teenage culture emerged in the 1950s.

Source 2 is better at telling us why teenage culture emerged. It is a set of statistics telling us about the average weekly wages from 1950 to 1960. It helps us to understand why teenage culture emerged because it says wages increased in the 1950s. We can infer from this that as the wages increased so did the amount of disposable income that the teenagers had. Also this is reinforced by the main part of teenage culture being money. If there were more money in the country, there would obviously be more in the pockets of the young people that worked.

Source 3 is also a statistical source. It is also good because it tells us again of the money situation in England in the 50s. This source tells us about consumer spending; it shows that in 1960 more money was spent on recreation, electrical goods and private transport. It says ‘1960 recreation �352 million’ in contrast to ‘1948 recreation �169 million’. We can see from this that as consumer-spending rose so did the wages, which is true. We can also infer from this that teenagers were spending more on recreation facilities as they had more disposable income to spend on it.

Source 4 is much more useful. It is taken from a book, England, half English, written by Colin Mcinnes in 1961. It talks directly about the youth. It says that the youth has money and that they have become a ‘power’. We can infer from this that the youth were beginning to be recognised as a group of people rather than just young people, or mini versions of their parents. We can also infer that teenagers had their own point of view things and didn’t listen to their parents all the time. It supports source 3 because it says that the ‘youths are studied with respect’ by the ‘entertainment industry’. We can infer from this that they are spending more on the entertainment and the industry tries to bring in things that the youths will want. It supports source 2 by saying that youths have money.

Source 5 is again useful because it talks about fashion and the language that teenagers use. It is taken from a book called ‘A History of post war Britain’, written in 1971. Fashion is a very important thing to a teenager in the 1950s and source 5 talks mostly about fashion mostly. New words like ‘fab’ and ‘gear’ were used for the first time in the 1950s. Before the 50s there probably was no teenage slang, or much slang for that matter. Nowadays there is ‘bad’ & ‘wicked’ etc. this source shows the amount of love that teenagers had for fashion.

Source 6 is an ok source but not the best because it shows teenagers had a culture but not why it emerged. This source is taken from THE TIMES on 12 May 1956. ‘Highly solvent’, again this is another source saying that the youths had more money than ever before. ‘Tremendously vigorous culture’, we can infer from this that the teenage culture was very vibrant and a new and fresh thing that the adults had trouble understanding. They had a ‘strong sense of corporate identity’; this shows that teenagers had businesses trying hard to make new products aimed specifically at teenagers.

Source 7 is about music and how it affects teenagers in the 50s. It is not very useful in telling us about why teenage culture emerged. Although it does talk a lot about music, it says a ‘crowd of idol worshippers’, we can infer from this that the audience was loving everything that the artist, Laine, did, his words, his movements etc. this source shows the amount of bewilderment that adults had for a scene like this. It says ‘the adulation of this man bewilders me’. The reporter is shocked and astounded by what he/she sees. This source tells us not about why teenage culture emerged.

Source 8 tells us about the type of music that the teenagers listened to. But again not why teenage culture emerged. This source is taken from a book by CAR Hills, ‘growing up in great Britain in the 1950s’, written in 1983. It is therefore a secondary source. This source tells us that there were a lot of pop singers. ‘Legions of young pop singers’, we can infer from this that lots of people had decided to make some money out of these youths, who now have money to spend, upon non-essential goods. They had probably realised that music was important to the youths.

In conclusion the reason that teenage culture emerged was because of the economic boom that happened in this country in 1950s. Because the youths had some money to spare they decided to spend it on recreational items and products that they wanted to purchase. If they had been under the obligations of their parents, who had to look after more than just themselves the teenage culture would probably not have emerged.

It is undeniable that, modeling has become one of the most sought after career options for many youngsters as it is one of the most thrilling and lucrative profession. The tremendous changes taking place in the fashion industry have given a spurt of rise to the modeling jobs all over the world. Especially in today’s world where fashion industry is succeeding and had made modeling an attractive career. This modeling can be classified into ramp modeling, television modeling and print modeling. As all of us knew, models are used to launch and promote a variety of branded products or show a garment to its best advantage.

For instance, the image in the picture shows that models are used to advertise the Guess brand which is an America’s clothing line brand. Models are required to appear sexy and seductive to make the brand popular. Hence; it is proven that models had played huge role in the success of Guess brand as well as other brands. But moving closer, have ever wondered how a life of a model would be? To start off with, there are several advantages of being a model. Whereby, fame and fortune can be gained easily.

Especially, Models with pleasant personality and the right attitude or in other word, appealing intellectual qualities will be very well known in a short period of time in the modeling career. To explain further, ramp models gets the chance to work for famous designers or for reputated fashion companies will be known internationally. For example, Katrina Kaif a famous ex model and currently a Bollywood star started of her career as a model. Whereby she started modeling in the age of 14 in London by walking in the ramp with some top designers of the country.

Since then, she is very successful and known worldwide for her appealing personality. In addition, if one signs with a reputable agency, he or she can make a good income. Normally a model is paid well if the first shoot succeeds. Besides wearing fabulous designers clothes, shoes and accessories for free they tend to live a luxurious life . For example, they tend to buy fancy cars, expensive clothes and mansions. This can be proven by the world’s richest model; Gisele Bundchen that earns 33 million in a year, followed by Kate moss 9 million and Heidi Clum 8 million.

For instance, Gisele Budchen currently stays in her mansion that is 20 million dollar. Undoubtedly, modeling a glamorous field also offers tremendous opportunities to travel and meet various class of people as it a part of their job. Models will get the opportunity to stay in exotic locations and even live abroad. They also get to shoot in beautiful locations in exotic places like Africa desserts, the North Pole, Australia and around the globe.

They will also be placed with other models for several weeks, months or even as long as a year. which eventually increase their sociality level and get to know people from all walks of life. Basically,their assignments provide a diverse social life and opportunity to meet others from around the world. It is also believed that through modeling, one could gain and boost confidence . To explain further, even models themselves have admitted that seeing finished photos of them within the covers of a magazine is an incredible experience. By modeling, one’s glamour aspect also tends to increase especially when there is professional shoot.

Moreover, they will have to communicate and cooperate with photographers, art director and crew during shoots that eventually increases their self esteem. To prove, one of the top model in the world, Miranda Ker has become famous when she started of her career in the age of 13 for lingerie’s. Since then her confidence boost. In other word, she was more confident in modeling for lingerie’s that made her famous. She was also paid well for her standard body shape with sexy body measurement and brilliant face structure. However, there also a lot of negatives associated with this profession.

Firstly, there are many model line agencies that take every cent of you. They just prey on the dreams of young girls in order to be rich and victims left with nothing. Worst still when porn agencies present themselves as legitimate modeling business. They sign girls up and then slowly brainwash them into thinking they have to be sexy to make it. Over time they use peer pressure to convince the girls that nudity is a part of the business and that this is the easy way to make lots of money. Of course there is nothing ‘easy’ about a life involved with porn. Not to mention, porn is not modeling.

With this model loses their dignity for the sake of money. There are also high chances of involving in unwanted relationship and lead to pre-marriage pregnancy. Especially, young models will abort and involve in scandals. Unwanted tapes are often released without consent of their subject and could potentially damage careers. For instance, the latest issues faced by the top model of world, Adriana Lima. Her sex tapes were widely spread. Some even mentioned that this occurred without her consent. Another dark side of modeling business is the rampant drug use.

Models are given and have free access to all manner of illicit substances. Sometimes these are used to keep weight off. Sometimes they are used to stay awake and alert for shoots or shows that occur at all times of the day and night. Sometimes it is the social pressure to party and fit in that causes young models to try these damaging narcotics. The official party line from the industry is that this kind of behavior is not tolerated. However, models who are currently working within this business consistently tell a different story. Most crucial thing, eventhough a model’s health condition is bad, there is no health coverage.

For example the famous, British supermodel Kate Moss consumed alcohol and was a drug addict (cocaine addiction) and often checks into rehabilitation centers. Due to this revelation it had ruined all the reputation that she has earned all this while. Even when she was in critical condition, her modeling company didn’t pay the medical expenses. Moreover, models will undergo emotional and physical pressures to maintain certain body types. In some critical conditions it can lead to anorexia. Most of the models are always obsessed with weight and very concern with their daily diets.

As we knew, models are literally skinny and their bodies fading away to nothing. And it is not just the perception of the models but also the industry as a whole, which encourages destructive behavior. The problem is only the models get hurt and is suffering from huge amount of stress while some even dies in the name of “thin”. Recently, however, countries and organizations around the globe have started to take steps to change this attitude and actually ban the use of paper thin models. For example, Ana Carolina Reston a Brazilian model, who was 172cm tall and only weighed 40kg starved herself to death in 2006.

She starved herself this much as she was one step nearer to her dream of becoming a supermodel. However,on 14 November last year she finally crossed over from being a successful catwalk model to appearing on the cover of every magazine and newspaper in Brazil, and making headlines around the globe. Not for her modeling, but for her agonizing death, due to anorexia. Besides all this, models will also feel pressured when they are forced to give certain poses with different gender together which will create uneasiness or comfortless. Especially, if the photographer prefers a nude poss.

This would extremely be a challenge. It is also shown in the image provided that, both models are loving . But how sure are we that in reality they are in that way? The female might go through some pressure in holding the male’s hand and seeing him half nude. Besides all this, models also face constant criticism and rejection when they attend fittings and this often requires a lot of stamina and patience. Tough competition throughout the career is also another difficulties faced in modeling field. Models will loss the freedom and have to continuously work hard to meet the demands of market.

As all of us knew, modeling is an extremely competitive and ruthless business. You will need a thick skin and inner assurance that these negatives are not personal, but rather just the nature of the business. The phase you will have to go through to get to the top can be rather demanding but certainly not unachievable. You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. The rewards of reaching these goals far outweigh the struggle of reaching them. In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24.

In brief, Modeling can certainly be a rewarding experience in many ways. As long as you avoid the darker side to this profession and insist on putting your personal values first (before profit) then you can enjoy quite an interesting career path. It is a job where the hard work pays. Models should have the patience for long hours of work, jet lag, heavy makeup, weird haircuts and standing forever in awkward poses. In this field, it’s really hard to make a living as there is only a handful of supermodels in the world who make good living off what they do.

Some, of us were born loving fashion and some just weren’t. Whether you love it or hate it your personal style and fashion is very important to whom you are as a person. Why? Because it reflects you as an individual; beside when you look good, you feel good! Fashion can transform your personality I mean isn’t it amazing how clothes can make a person? Have you, ever heard the phrase “you are what you wear”? YES! Yes because more than 20%of us hare this phrase on a day to day bias.

Our clothes tell us who we are in a society and tell others about our personalities, our wants, needs, talents, dispositions and destination. It has been said by Mrs. Rosie Montage, professor of social psychology that 98% of what we say does not come from our mouth. If so then clothing is a very silent but tremendously powerful communicator. It can camouflage or cover up; it can build or destroy an image, it can say “I am as good as you”, “I have the same interest”, “I am important”, “I am not important” or even “I take myself and work too seriously!

But by judging someone based on their appearance makes them feel inferior. Why? Because you are assuming that you know them better than they know themselves; that’s just deceitful as every single human sees the world through different eyes! Never the less appearance is all so essential as it is the only visible clue to individuals, individuality, which has now become a mean for us humans to evaluate others. We simply do this by assessing the outfit the person is wearing the moment they enter a room.

The majority, of you properly think that fashion is all about fancy clothes, long snake skin stilettos hills and gorgeous models. But to be honest it is an industry that provides a form of earning and future for more than 25% of people in our society. As we all know fashion is an enormous industry which contributes the economy y by providing employment for people like textile workers, designers, manufactures, shopkeepers and models. Bar braking into the industry is remarkably hard due to this most workers at the base of the hierarchal chart do not gain as much income over the years.

For instance we often see on TV models looking luxurious and wealthy but that’s far from reality as 5% suffer from eating disorders as they try to fulfil the designer’s demands and also compete for the number one spot of top model! One thing that really irritates me about our society today is the atrocious attitude that some individuals have towards the fashion industry. You do know that fashion is not all about clothes, shoes, and make up and that there is a scientific side to it; your properly wondering how?

Well new materials such as nylon, Orlon and Dacron were found by fashion designers. These materials are known used in most product processing industry all over the world! Although fashion designers got to the new materials first many argue that scientist would have properly discovered the source first if fashion did not interfere! Fashion. Well what is it? It’s a sweet demon deep inside every single one of us which fills our lives with exotic colours and out of this world creation!

But why do I want you to believe its so important, because it send out a message of permutes importance to not just our peers but to other individuals we do not talk to directly; Believe it or not statistics show that being well dressed is psychologically important because confident in our appearances leads to confident in our success in life and if your that one person who doesn’t care about fashion and style then your really not living to your full potentials!

The footwear Industry is a mature market with any International competitors. In Europe, the footwear Is dominated by many small game; medium enterprises, which gives firms more flexibility to cater to specific consumer needs. The basic drivers for consumers buying decisions include demography, disposable income, basic needs, style and new materials. Fashion trends have a major influence on the footwear industry as well as new technology. The industry Is very labor intensive and most companies follow a idealization manufacturing strategy to capture lower labor costs, The primary market segments include Sport,’Atheistic, Work and Brown.

Goes competes mostly In the Brown market UT acts as a competitor in the Athletic market because of their focus on technology. Competition is harsher in the Sport/Athletic market as it is the largest market in the footwear industry. Goes should continue to exploit new market opportunities embedded in technological innovation and should focus on allocating their resources to maximize returns. They should continue to search for ways for knowledge spill- over as It has lead to positive effects and complementary actively.

Goes needs to effectively communicate Its brand and Innovation by creating uncontested market space and a niche Goes, an Italian based company, was started as a small family handicraft firm that evolved Into a multinational footwear manufacturer. It has been operating In the footwear industry since the sass and became public in 2004.

Goes core concept for starting a footwear company was to offer high comfort footwear by applying a microprocessor membrane to the sole of the shoe to allow air moisture to exit without reentering. Goes developed its brand and position in the footwear market through its genealogical advances In footwear material. Goes dominated in the global footwear market with their cutting edge technological Innovation. However, despite their recent dominance, tenure nave Eden many changes In tenet competitive environment that could hinder their performance or slow their growth in the future.

Environmental Analysis (PEST) Observing the social aspect of the market, there has been an increasing trend towards footwear companies that targeted very narrow and differentiate market niches with a clearly definable brands and images. Additionally, there has been a detectable trend towards shoes acting as fashion and lifestyle symbols with many reputable fashion designers endorsing them. The economic landscape of the market has shifted and focused more on the rise of Southern Asian countries who have been growing very quickly over the past decade.

With the growth of the middle – and upper class, there has been an increase in demand for mid-high end shoes with reputable brands. Analyzing the technological aspect of the market, most of the technological advancements arise in the athletic and sportswear segment. The main reason for this is the consistent demand of material and fabric innovation for optimal reference. Because of the effects the fashion industry has on the footwear industry as well as the seasonality of the business, product innovation and obsolescence is very high.

After analyzing some of the major social, economic and technological aspects of the industry, Goes is in a good position to leverage new technology in order to gain a competitive advantage and outperform competition. 1. 2 Competition Analysis The current footwear industry is divided into three primary segments based on different consumer styles, which include Sports wear, Work and Brown (casual, formal ; traditional). All three segments consist of homeowners, menswear and childlessness.

The largest firms are in the sports segment, which is more concentrated due to higher impact on brand awareness and technical innovation in fabrics and materials. The U. S. Accounts for the majority of global competition including such brands as Mike, Rebook, Brown shoe, Timberland etc. Currently, the majority of footwear making companies, including the aforementioned competitors, have moved their core manufacturing activities overseas to increase productivity and take advantage lower labor costs. Goes direct competitors include Wolverine and

Geneses as both firms compete in between the Leisure and Formal/Classic market segments. However, both firms are positioned more in the mid-high to high end price points while Goes is closer to mid-high, which gives Goes a competitive advantage in terms of price. Indirect competition consists of Checkers, Brown Shoe, Timberland and other competition in the sports segment. Checkers and Brown Shoe are positioned fairly close to Goes. Checkers strategy is focused on the casual market with a mid to high price range while Brown shoe’s strategy is targeted more towards the formal wear.

Therefore, leaving a gap in the markets space for Goes to exploit new opportunities and capture new market share. 1. 3 Competitive Forces (Porters 5 Forces) Looking at the competitive rivalry in the footwear industry, there are many competitors within the industry with very low product differentiation. There is also a more mature growth rate with the market slowly becoming saturated. The potential entry Darkles wilt ten Industry are very null Decease AT ten massive Minimal investment in order to begin operating.