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The fashion system includes everyone involved in the creation and transference of symbolic meanings. Meanings that express cultural categories (e.g., gender distinctions) are conveyed by many different products. New styles tend to be adopted by many people simultaneously in a process known as collective selection. Perspectives on motivations for adopting new styles include psychological, economic, and sociological models of fashion. Fashions tend to follow cycles that resemble the product life cycle. The two extremes of fashion adoption, classics and fads [link widoczny dla zalogowanych], can be distinguished in terms of the length of this cycle.
Because a consumer’s culture exerts such a big influence on his or her lifestyle choices, marketers must learn as much as possible about differences in cultural norms and preferences when marketing in more than one country. One important issue is to the extent to which marketing strategies must be tailored to each culture versus standardized across cultures. Followers of an etic perspective believe that the same universal messages will be appreciated by people in many cultures. Believers in an emic perspective argue that individual cultures are too unique to permit such standardization—marketers must instead adapt their approaches to be consistent with local values and practices. Attempts at global marketing have met with mixed success; in many cases this approach is more likely to work if the messages appeal to basic values and/or if the target market consists of consumers who are more internationally rather than locally oriented.
The United States is a net exporter of popular culture. Consumers around the world have eagerly adopted American products [link widoczny dla zalogowanych], especially entertainment vehicles and items that are linked symbolically to a uniquely American lifestyle (e.g., [link widoczny dla zalogowanych], Levi’s jeans). Despite the continuing “Americanization” of world culture [link widoczny dla zalogowanych], some consumers are alarmed by this influence and are instead emphasizing a return to local products and customs. In other cases, they are integrating these products with existing cultural practices in a process known as creolization.
Go to [link widoczny dla zalogowanych] and [link widoczny dla zalogowanych] What’s new in fashion, style [link widoczny dla zalogowanych], and cosmetics? Either of these sites might give you some clue. After visiting the Web sites, list what you perceive to be the top five trends in female fashion for this year. Remember, fashion may be more than just clothing. Report your opinions to the class.
Go to [link widoczny dla zalogowanych] and [link widoczny dla zalogowanych] Oprah Winfrey’s multi-media empire is summarized on these two Web sites. She has dedicated herself to expanding the women’s influence in the world. What issues seem to be most important on these Web sites? How is female self-esteem treated on both of the Web sites? What cultural issues are described? Do you feel the opinions presented on the Web sites are fair or are they political and biased? Support your feelings.
Go to [link widoczny dla zalogowanych] Honda Motor Company is a multifaceted organization. After examining the material found on the Web site, write a short paper that describes how Honda has advanced the cultural interests of Asian consumers and companies. Present evidence that supports your view. How can you tell if the company’s products are truly global?