Fashion may be one of the most significant fields of anthropological study for those who want to examine and understand our human cultural developments – what they are and where they are going. Fashionthropology is our term for such a study of the cultural natures of today’s fashion customers.
One of these studies could be an examination of
“Generation My-Style.”
More than ever, anthropology is significant for the fashion marketer. The strategic objectives for fashion can no longer be mandated solely by traditional merchandising and last season’s figures. It requires creative strategies that understand the history and culture of each generation, and how it regards the complex relationship between fashion and style. Fashion could be defined as what is designed and produced… and style is the way it is now self-fashioned by the individual.
Fashionthropology, as a multidirectional review of fashion cultures, can be of great value to those who make it, sell it, or both. The marketers of fashion should realize that “My-Style” represents self-branding identities that are different for each global culture, as well as the diverse cultures within each country, region, or social group.
A perfect example is to remember the days of the fashion victim wearing tight, stiff, designer jeans and aching feet high heels – as she has evolved into today’s comfort-conscious “stylista,” wearing comfort-stretch jeans, with a touch of Lycra, and comfortable “My-Style” shoes or boots.
Both men and women are seeking a life of comfort in their fashion styles and in their lives. Companies answer the call:
All together, say ahhhhhhhhh… and Thank you!
Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.
More than ever, anthropology is significant for the fashion marketer. The strategic objectives for fashion can no longer be mandated solely by traditional merchandising and last season’s figures. It requires creative strategies that understand the history and culture of each generation, and how it regards the complex relationship between fashion and style. Fashion could be defined as what is designed and produced… and style is the way it is now self-fashioned by the individual.