the business of fashion

Fashion does not exist or function in a vacume!

The business of fashion certainly doesn't either - the pages that have been highlighted within this section are within the 'casual' sector - but these issues may well affect other sectors as well. In today's business world we would probably refer to these associations as being a reflection of 'lifestyle'. From your observations, research and experience - what do these associations mean for you?

-- Anonymous, September 03, 1999

Answers

The way in which we dress ourselves in the morning all depends on the image in which we would like to portray of ourselves. Whether we get up and put on that $2 T-shirt from Dimmey's or whether we put on the $30 Nike T-shirt, that in actual fact probably can from the same manufactory.

I found the Internet sites listed very interested as to how they market their products to different people. Take example basketball shoes, there were eight pairs of womens shoes not named after any women basketball players, where are there are thirteen different basketball boots named after different NBA players. That just proves that Nike can see that their target market is mens basketball not womens, which is true because no one really follows WNBA. I agree with is marketing ploy for them because it does make kids buy the product, but what do kids think they are going to fly through the air like Michael Jordan, no not really. I think it is totally stupid that on Nikes shopping channels that you can buy Jordan products that have nothing to do with basketball of golf. These people that buy these products are only trying to give the image that they are a brands person and they wear Nike and are cool with a better lifestyle.

It is true that todays casual lifestyle especially is being effected by the business world of today. I mean there were so many children in my Primary School that was picked on if they didnt wear the right sneaker for sport or if they didnt where the right cloths on casual clothes day. I mean you had to have Nike or Reebok shoes you couldnt wear the good old Apple Pies. When you look at teenagers you also notice that they too cant wear the no named brand it has to be the Bonds. This I believe is a fact of life that we have to put up with as the companies portray an image of a lifestyle and we as the public like the look of the lifestyle and have too by that brand.

-- Anonymous, September 21, 1999

It is interesting to look at the various fashion houses as listed and then add some more like Just Jeans, Reebok, Country Road etc.

Nike, I believe, are really into portraying a near "super human" image, wear Nike and be part of a breed all of its own, above the rest. Hitler would love it, the "perfect race" but like Hitler's attemp to put together the perfect race it is floored, so is Nike's, the individuals that they focus on, have, as the media has so willingly reported been floored, at least in character. Bad attitudes, poor behaviours etc. Also, as I was constantly reminded in my car racing days, how fast do you want to go, well pay the price and these individuals do. (personal opinion) I also note with Nike's site there is little to no real information about the company you are dealing with. But then if you read through the lines of press released about them (60 minutes - I think, Choice Magazine) they do very poorly both ethicly and in quality but then is this a reflection of the "ME" generation.

Next, go to Diesel, they give me a feeling of a "B grade" sex movie, nice opening picture, not much else. Is this a case of all show and no go ? Again, look at our society, being cinical, there are most of politicians and proberly a good percentage of other community heads.

In real terms if these are the standards and images that are being portrayed by our fashion houses, then I do not think they (some to most) give a hoot about what we are actually wearing rather can we get away with this and make money. For instance, the $100 plus runners from Nike compared to the $30 specials from Kmart, the $30 specials do better as actual footware !

On the other hand, I think I really have to comment about Levi Struss's site. The image I get is "hard work" and "a gathering" (for the right purpose). I get a sense of strength and collective good. And, after going through the site this is reinforced. There is a focus on the organisation then if you find them to your liking you can select to look at product etc. It is really like this is us, you like, yes, then come inside. To take a lifestyle stance, I would have to say honesty, hardwork, community and toughness (as in this is how it is). To my mind a better way to be.

-- Anonymous, September 25, 1999

After looking at the relevant web sites for Nike and Diesel, it was evident that these businesses are not only trying to sell their products. Both of these businesses, along with most other business try to portray certain images to the public in relation to their clothing and additional products.

For example, the Diesel web site claims to have worked out the Meaning of Life and by subscribing to them they will provide you with the answer. I guess that Diesel is attempting to build a certain image by providing such information to customers. This particular image that Diesel is trying to portray doesnt appeal to me. I would not go out and purchase Diesel apparel, thinking that by wearing their clothing somehow I will work out the meaning of life. To me Diesel clothing has a particular image, that is, the brand represents social status, a particular lifestyle, and quality.

After reading Kylies response to this issue, I tend to agree that the image that companies such as Diesel attempt to portray influences our dress sense and our image which we attempt to portray. We as consumers want the lifestyle depicted by these companies, so therefore we go out and purchase the more expensive T-shirt with the brand. As Kylie stated, the only difference that may really exist is that of price, as both a Dimmy;s T-shirt and a Nike T-shirt could be manufactured by the same company.

I feel that companies, whom have created a successful brand image, attribute their success to intensive marketing campaign, which promotes their product to the public in a certain way. The attempt to attribute certain characteristics to their products such as quality, status, lifestyle, value, image, and so on. I feel that the majority of the public look at these characteristics and relate to them, therefore purchasing the product in order to also personally portray that image.

-- Anonymous, September 26, 1999

I agree with Jenny the image that Diesel are tying to portray doesnt really grab me as I too dont really think that wearing there clothes will give me the Meaning of Life, I think I will have to find it somewhere else. I cant really agree or disagree with Michael and his opinion of the web site, but I do believe, as there is not a lot involved in the site. I expected it to be a more upper-class site as that is the type of image that their clothing gives me.

Michael is correct in saying that Nike are trying to create that near super human image as how many little kids to you see trying to learn how to play basketball in advertisements? None, they are all the so-called super hero flying through the air or going a jumper from the three point line. Then again I can see there point exactly because no one is going to buy a particular brand of shoes, they are all going to have something that has influenced them in deciding to purchase that brand.

I ask what influenced you when you were younger to purchase your particular brand of clothes and shoes. To be honest Mum always convinced me not to buy the branded clothes because they were too expensive although when I started buying clothes I did head to wares the Sportsgirl and Portmans clothes as I was persuaded the girls in the adds always looked so nice. Now I just laugh, what was I thinking? I shop around for the best deals ever, no brand in my opinion is worth paying extra for. I play a lot of basketball and I was never influenced in the way of Michael Jordan, I bought the shoes they I thought looked pretty, be it Nike, Reebok, etc. Nowadays I buy Nike shoes because I have had great deal with them and I know that I am receiving value for money.

-- Anonymous, September 28, 1999

As, Michael observed the Nike, and even Diesel web pages didnt have much information about their companies. More or less the whole web site was devoted to projecting a certain image to the viewer. As Michael stated, Nike is attempting to portray a super human image, that is Just do it. This image portrays to the public such ideas or concepts of dont look at consequences, live life to the max, and theres no limit. I personally feel that some of these attributes are appealing. For example, the Nike advertising campaigns seem to motivate me and encourage me to get off my butt and live life to the fullest. I guess that sometimes I also get sucked into purchasing Nike products to portray this image myself.

As Kylie explained, if youre not wearing the right gear in a social context, i.e. high school you get singled out (the example of the runners). I feel that even as an adult you get compelled into purchasing the right gear to fit into a certain crowd or portray a certain image. I know that I would also purchase the Nike or Adidas runners over a no brand pair of runners, because Im trying to portray a certain image too.

Another interesting point that Michael brought up was his impression of the Diesel web site, and how it was all show and no go. I completely agree with this, as you enter the web page and you think to yourself, is this the right site. After you actually enter the web site it basically contradicts the opening page and doesnt follow any theme. I guess in the opening page, Diesel attempt to portray a seductive and sexy image, however they do not follow it through the whole site. Therefore, you are lead to question what image are they trying to portray.

-- Anonymous, September 29, 1999

It would appear that I have some agreement in my perseptions of the various web sites but I think it is more about what the images are, how real they are and how we "society" in general behave towards them.

In essence the images depicted by the likes of Nile, Reebok and Diesel are not real. We, the "general members" of society which are the targets of this marketing will under normal circumstances never achieve the standards / outputs etc etc of these people (and I am sure in most cases do we really want to) Yet here we are taking sheep mentality and if --- sports hero --- wears it / uses it then it must be good etc, so I will wear it. I suppose what makes it worse is that the standard of productc that these sports heroes have available are far superior that what we the normal consumers have. It just does not seem to make sense as a consumer, a parent (in some cases) etc that we let ourselves be taken in by what I believe amounts to lies. What is being depicted are really realistic lifestyles !!!

I suppose I find it "wrong" that we consumers are treated with such disrespect.

For the sake of fashion we allow marketers to place our physical well being at risk. Any why, so we "look" like someone else. The truth of the matter is no matter how we "inpersonate" with clothes, make up, grooming and so on we will not change who we are. So why live the lie. I find it at times very stupid.

-- Anonymous, September 29, 1999

In relation to Michaels last comments I believe that we follow a symbol or an image that companies are trying to portray as we at times ourselves are not sure who we are. I mean the perfect example of this is when someone is not happy with himself or herself and find life difficult they often go out and get totally drunk. This is not the answer; the answer is to solve it within yourself. With people being able to follow an icon or a super hero they can escape their problems and think within themselves that they are a better person and they have no problems. This I believe is very dangerous as you are only hiding from these problems and making them harder on yourself.

Everyone in todays world is persuaded in some way or another to buy a particular band of clothing, car, etc, were it is to be a different person, change our appearance or hide from our problem. No matter what we do we will be persuaded because big companies like Nike know how to market people and believe it or not you too will be influenced as some stage of you life.

-- Anonymous, September 30, 1999

In response to Kylie's comments in relation to my comments (sounds like a cartoon)

I think that it is the false sense of imagery portrayed by companies and their marketing strategies that leads one to the misconception that if you have a problem it is ok to behave badly or from the fashion angle, if you want to fit in with your peers not only do you have to fit into their behaviours but also their images (style, look etc)

I suppose that at the end of the day, if you have avaliable to you the same clothes, make up, jewellery etc as Princess Di you will not become her as far as achieving her "lifestyle", her grace, empathy, nature and so on. Imagery will allow you to achieve a "look" (a copy of the picture) but that is all it is. I therefore feel that, sadly, that fashion (in western society - I find it hard to grable with other cultures) only gives a look which the marketers then try to build into a lifestyle, usually at the expense of the consumer.

-- Anonymous, September 30, 1999

It was interesting to look at the websites listed - especially that of the super-giant corporation, Nike.

I found it fascinating at how the three different sites approached their market. The Nike site had 'something for everyone' - kids, men , women. And you don't have to be an Olympic athlete to be a part of the wonderful world of Nike! When browsing through the site. As fascinating as the graphics were (and that funky music when you click onto the Football page!!) I almost felt bored by the whole experience. I work for a football club whose major sponsor is Nike - so I guess that explains my boredom with the whole swoosh thing.

I found Kylie's point about the women's basketball shoes an interesting one. Initially I thought that perhaps it had nothing to do with the fact that the NBA is more popular than the WNBA, but maybe the fact that the company, the organisation or whoever else involved is still very male dominated. To an extent, I think it is, the female soccer section was entered via a link in the general category of Soccer.

I think in reference to these websites the term 'lifestyle' gets lost in the realm of images, standards and labels/brand names.

Seen the Jeans West ad lately? She's not stupid, because she doesn't pay for the 'label'. She is so in control of what she likes, therefore if she likes it she'll buy it at an affordable price. 'She' is supposed to be 'us'. So if I go out and buy a pair of cargos from Jeans West does that means that I didn't get sucked in!?! (well I didn't because I paid $30 for mine ...).

It really is quite stupid how the Diesel website has discovered the Meaning of Life - tequila, tanning and a telly. How profound...

Michael, I like your comment about it looking like a B grade sex movie! I had no idea what the company even sold - clothes or Danielle Steel novels?

And as for Levi Strauss and helping the community. Maybe I am a bit cynical, but I don't understand it when large corporations come up with ways to help the community. Don't get me wrong, if they are helping out communities with AIDS awareness and social justice programs, good for them and the people who benefit. But why do I only know about it through the website? If their idea of 'lifestyle' has got to do with "Youth Empowerment" and "Global Giving" then why not give it a bit more prominence in their campaigns.

As for lifestyle - well I have to agree that a $5 t-shirt from Dimmeys is exactly the same as a $35 t-shirt from Sportsgirl or wherever. (wasn't there a story about that on A Current Affair or Today Tonight?)

Jenny you make a good point when you say that people relate to the image and therefore buy the product as it represents them. And I have to agree - because I have done that on the odd occasion. I f you do it for you, fine, but if you do it for everyone else and just for the image that that company represents, then why don't we wear our clothes inside out, so we can see the label? Sorry if that sounds a bit harsh, but does anyone see my point?

-- Anonymous, October 01, 1999

In relation to the question posed by Diana - Yes, I do see your point of view. If people just buy certain clothing for the image or the brand it trys to portray, then I guess those people are trying to ascertain the lifestyle projected by these brands.

However, I feel that some people (including myself) purchase particular clothing or brands because they like the fit of the clothing. For example, Im fairly tall, therefore when I purchase a new pair of pants I usually shop at either Bettimiliamo or Pilgrim. This is not due me trying to adopt their image as my own, but more that their pants have a longer leg when compared to other pants.

On the other hand, if I were to purchase a white T-shirt I wouldnt base my decision on the brand but on the fit and the style of the T- shirt.

Also following on, some people may purchase certain clothing that they feel represents them, that is, they dont adopt the image that the company is trying to portray, but instead they mould the clothing into their image. Does anyone else agree?

-- Anonymous, October 05, 1999

Fashion pages on the net, what do they portray about lifestyle to me? Not much! I perused the web sites given with great interest, as a consumer of Levi's and Nike in particular, I wanted to see what these web sites had on offer.

I did expect to see pictures of Michael Jordan and of rough looking muscular models in nothing but jeans, but I was even disappointed with this!

The web site for Diesel was pathetic, and portrayed nothing more than a "sex sells" type attitude in my mind. I went through the web site at great length, clicking in all the different buttons, thinking I must have been missing something. But, after reading the responses of others online, I have found I was not the only one who thought this way. Perhaps I am odd, in my way of thinking, but seeing a picture of two people half naked, with a slogan saying "Diesel, the meaning of life" would certainly not and has not coaxed me into going and investigating the label further. It is true, that these days, many people say "sex sells", and maybe it does. It must, if so many companies are adopting this way of advertising. But, this particular advertisement I feel, is very poorly done. Clearly, this advertisement is targeting a younger to middle aged audience, perhaps age 16 - 30. The information given about the clothing label, was non existent. A list of stockists and phone numbers, some sensationalised sexy pictures and a lot of good graphics, is all I found at this site. However, it was very clear on how to order by email, and if that was what the site was for, then it may have achieved its purpose.

The Levi Strauss web site was the one of most interest to myself. Perhaps it is because most people in today's society wear jeans, and a large proportion of those most likely wear Levi's at some stage in their life. It was interesting, as I myself only just recently purchased my first pair of Levi's, the reason behind it quite amusing, and related to the web site in part. My fiancie who likes to consider herself as a fashion guru, had harped at me to buy Levi's for months. I was happy in my good old Westco jeans, but she insisted I buy Levi's! Her reasoning behind this madness? She wanted me to wear these "gorgeous looking jeans" as she would say, so I would look like the models in the ads. I have actually done modeling in the past years, which probably spurred her on more! After a great deal of convincing and a lot of flattery, I bought the jeans, and then went straight to the next shop, "to buy me some Bonds tee shirts, so I looked even more spunkier!?" If just one person can adopt this type of attitude, the advertising must work, think of how many others there must be out there, all harassing their partners to do similar things! My fiancie also told me an amusing story about the trend of wearing second hand Levi's when she was at uni. The rumor was, that they were second hand from America, worn by prisoners in jail! This created a rush of girls into the shops to buy their Levi's, who followed the purchase up with lunch and a discussion as to what 'their' prisoner would have been like had he put his hands in the pockets, did he wear them day in and day out, was he a murderer or a petty criminal and oh, was that a blood or a grease stain perhaps on the bottom of the left leg?! To be honest, no gimmick would surprise me, not even that one, and it is true to the type of image Levi's portrays. Sexy looking, hard working men and beautiful skinny women in tight bonds tee shirts, or even prisoners in jail - it obviously appeals to many. Levi Strauss claims they produce the type of clothing that make you feel most like yourself. Who knows? All I know is they make me feel great, especially when I've got the Bond tee shirt on too, and my fiancie can't keep away. If that's the result they achieve, I'll be buying them for the rest of my life! Nike was the web site I was most eager to explore. Having played basketball all my life, I knew how important it was to wear the latest "Air Jordan's". My mind still reminisces to the day you wore your new shoes to training and everyone would comment to their mums, "see how high he can get in those shoes. I really need to get some of those", and gradually the team members would come along to the game or training with their new pair. Getting back to the website, I would have to agree with many of the other comments online, saying how disappointing it was. Nike is such a huge, wealthy business and of all sites, probably had the biggest budget to work with. Yet, I found it quite pathetic. Perhaps it is because I no longer play basketball, and dream of those new shoes, or even wear the clothes. This site would have really appealed to me ten years ago as a child and teenager, but not anymore. In summation, I really enjoyed this topic, and to be honest, I didn't think I would. And all I can say now, at the end of it all, is to agree with the statement made by Diana, that the term "lifestyles" gets lost in the realm of images, standards and labels or brand names. It is not about lifestyle, it is about selling, and doing it however best you can.

-- Anonymous, October 31, 1999

Fashion pages on the net, what do they portray about lifestyle to me? Not much! I perused the web sites given with great interest, as a consumer of Levi's and Nike in particular, I wanted to see what these web sites had on offer.

I did expect to see pictures of Michael Jordan and of rough looking muscular models in nothing but jeans, but I was even disappointed with this!

The web site for Diesel was pathetic, and portrayed nothing more than a "sex sells" type attitude in my mind. I went through the web site at great length, clicking in all the different buttons, thinking I must have been missing something. But, after reading the responses of others online, I have found I was not the only one who thought this way. Perhaps I am odd, in my way of thinking, but seeing a picture of two people half naked, with a slogan saying "Diesel, the meaning of life" would certainly not and has not coaxed me into going and investigating the label further. It is true, that these days, many people say "sex sells", and maybe it does. It must, if so many companies are adopting this way of advertising. But, this particular advertisement I feel, is very poorly done. Clearly, this advertisement is targeting a younger to middle aged audience, perhaps age 16 - 30. The information given about the clothing label, was non existent. A list of stockists and phone numbers, some sensationalised sexy pictures and a lot of good graphics, is all I found at this site. However, it was very clear on how to order by email, and if that was what the site was for, then it may have achieved its purpose.

The Levi Strauss web site was the one of most interest to myself. Perhaps it is because most people in today's society wear jeans, and a large proportion of those most likely wear Levi's at some stage in their life. It was interesting, as I myself only just recently purchased my first pair of Levi's, the reason behind it quite amusing, and related to the web site in part. My fiancie who likes to consider herself as a fashion guru, had harped at me to buy Levi's for months. I was happy in my good old Westco jeans, but she insisted I buy Levi's! Her reasoning behind this madness? She wanted me to wear these "gorgeous looking jeans" as she would say, so I would look like the models in the ads. I have actually done modeling in the past years, which probably spurred her on more! After a great deal of convincing and a lot of flattery, I bought the jeans, and then went straight to the next shop, "to buy me some Bonds tee shirts, so I looked even more spunkier!?" If just one person can adopt this type of attitude, the advertising must work, think of how many others there must be out there, all harassing their partners to do similar things! My fiancie also told me an amusing story about the trend of wearing second hand Levi's when she was at uni. The rumor was, that they were second hand from America, worn by prisoners in jail! This created a rush of girls into the shops to buy their Levi's, who followed the purchase up with lunch and a discussion as to what 'their' prisoner would have been like had he put his hands in the pockets, did he wear them day in and day out, was he a murderer or a petty criminal and oh, was that a blood or a grease stain perhaps on the bottom of the left leg?! To be honest, no gimmick would surprise me, not even that one, and it is true to the type of image Levi's portrays. Sexy looking, hard working men and beautiful skinny women in tight bonds tee shirts, or even prisoners in jail - it obviously appeals to many. Levi Strauss claims they produce the type of clothing that make you feel most like yourself. Who knows? All I know is they make me feel great, especially when I've got the Bond tee shirt on too, and my fiancie can't keep away. If that's the result they achieve, I'll be buying them for the rest of my life! Nike was the web site I was most eager to explore. Having played basketball all my life, I knew how important it was to wear the latest "Air Jordan's". My mind still reminisces to the day you wore your new shoes to training and everyone would comment to their mums, "see how high he can get in those shoes. I really need to get some of those", and gradually the team members would come along to the game or training with their new pair. Getting back to the website, I would have to agree with many of the other comments online, saying how disappointing it was. Nike is such a huge, wealthy business and of all sites, probably had the biggest budget to work with. Yet, I found it quite pathetic. Perhaps it is because I no longer play basketball, and dream of those new shoes, or even wear the clothes. This site would have really appealed to me ten years ago as a child and teenager, but not anymore. In summation, I really enjoyed this topic, and to be honest, I didn't think I would. And all I can say now, at the end of it all, is to agree with the statement made by Diana, that the term "lifestyles" gets lost in the realm of images, standards and labels or brand names. It is not about lifestyle, it is about selling, and doing it however best you can.

-- Anonymous, October 31, 1999