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Globalization and the Fashion Media

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Submitted By ayordanova1
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Fashion media is a term used by the fashion industry to communicate about a brand to prospective consumers. The medium of communication comprises of public relations, advertising, sales promotion and several others. The traditional methods of communicating the availability of a new product through lifestyle magazine is now taken over by the new ‘two way' method of communication that includes advertisements as well as feedback from the customers1.
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Fashion journalists are keen on publishing what is happening in Londonand Paristo be the first to report fashion revolution that not only consists of innovation but is also of importance for cultural production. Fashion writers are conscious about associating the culture of each nation to a season's fashion to ensure there is a national identity for the products2.
Advertisement is a mass media because it reaches a mass market. The notion that advertising is non-targeted and non personal is a wrong implication. Advertising luxury brands in mass media like television and magazine targets a narrow group comprising of the specific luxury consumer market. Advertisement is a method of communicating the brand history, personality, products, image and services that increase the visibility of the bands. Traditionally advertisements of superior brands usually appear in business publications, fashion magazines, high end publications and airline in-flight magazines focusing target audience1.
1.Uche, Okonkwo, Luxury fashion branding: trends, tactics, techniques (New York: Palgrave Macmillan 2007)
2. Sandra Niessen, Re-orienting fashion: the globalisation of Asian dress (Oxford:Berg Publishers 2003)
Some of the modern communication strategies are Push Trade promotion, Pull Customer promotion and Profile Stakeholder promotion. In push trade promotion the brand is promoted through traditional

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