The business of fashion Case Study Example | Topics and Well Written Essays - 2500 words

The business of fashion - Case Study Example But fashion is not only associated to women always! In ancient times of Cleopatra, Scissors always wore clothes that were royal, expensive, stylistic, attractive and special. At the same Egyptian soil, the Pharaohs were never behind. The great Biblical Character of Moses, if taken as an Egyptian Prince, was always a portrayed, in tales and later in movies, in a charismatic outfit. While in the Western part of the globe, the Greeks and Romans not only marked high standards in Art, Architecture, and Warfare, but their unique and intricate concepts of a perfect and godlike human body, especially of males, supported the appealing army uniforms and court-wears. These ancient models are still the greatest sources of inspiration for modern day fashion designers and the origins of the evolved form of cultural trends prevailed through continents from Australia to America and from Asia to Africa. River Island is a UK based modern brand, spread over continents if not over centuries. It deals with everyday life in different ethnicities with diversity in cultures. It also considers the popular demands of its customers though this brand is wise enough to consider all aspects of cultural influences. Cultural influences are stronger when we consider the economic aspect of the fashion industry. Business needs market where it can present fresh ideas and products in every new day. Although in this global age, acculturation is very much on. But even then there are many cultural aspects that can instigate or impede certain trends. A colourful bikini is a great fashion market item in Western or secular and modern cultures, but it is almost a taboo in some rigid and fundamental areas. Contrary to that, a veil is popular in fundamental countries, but has no market in secular or modern world. However, so many fashion articles could get the status of cross-cultural ambition. Especially in ornaments, there is not much difference across the globe with exception of little diversity in shape, material and style. Earrings, bracelets, pendants, bangles and rings are always, and everywhere, in fashion since ages having big market scope in all societies and cultures. On the individual level, fashion is not just a simple word or an uncomplicated attitude, or even an overwhelming desire. Fashion is a multifarious dogma that can influence an individual in many ways. "As process it is [fashion] sustained through some complex amalgamation of inspiration, imitation and institutionalization, all of which seem necessary, even though the nature and degree of their fusion is, as we can infer from fashion history, quite variable." (Davis 123) Therefore, the multifaceted incorporation of fashion, where force an individual at the same time, it also institutionalise itself on many grounds. This institutionalisation is not only at the academic level, but due to its capacity of holding an individual, society, or even the whole world has created a huge market for investors. River Island, at the marketing end, developed