With the birth and increasing prominence of the new markets such as the MINT's and the BRIC's, high fashion has spread globally, as these strengthening eastern economies increase in purchasing the goods. With the perception of these previously 'developing' countries changing to those of economic potential, a new clientele of fashion has been born - dominating the previous western lead, as China is now the largest consumer of Luxury goods. With the BRICs having a stronger influence as they continue to heavily consume the fashion market, is the part they play in the profits of the large conglomerates leading to a change in the face of fashion?
As western countries no longer lead in consumption, with Fashion houses such as Dior and Bottega Veneta looking to become more established in China, holding shows in Shanghai and how china looks to western culture for consumer trends. But as the centre of fashion is slowly becoming more east - are the promotion campaigns going to follow suit?
Currently, when looking at current advertising, the Caucasian, Blonde, young woman predominantly defines fashion. Large brands continue to cast the same facial aesthetic with the success of brit models Cara Delevigne and Kate Moss still riding high. A reason for the continued use of such models may be that costumers of emerging markets could possibly attracted to campaigns featuring the familiar brit faces as for them they represent 'an exotic other' to them. The pale skinned,blonde hair beauty for them may appear exotic as it an usual site for them in thier countries, and the 'otherness' and uniqueness may be something consumers wish to buy into. However, an alternate reason could be the value of heritage that eastern markets have and brands with a strong history such as Dior, Chanel and Prada offer this, regardless of the face of their brand.
But despite the reasoning for the current success of brands and their campaigns in emerging markets, as the prominence of these countries economies continue to blossom in the fashion industry advertising will have to become reflective of this.
Currently, when looking at current advertising, the Caucasian, Blonde, young woman predominantly defines fashion. Large brands continue to cast the same facial aesthetic with the success of brit models Cara Delevigne and Kate Moss still riding high. A reason for the continued use of such models may be that costumers of emerging markets could possibly attracted to campaigns featuring the familiar brit faces as for them they represent 'an exotic other' to them. The pale skinned,blonde hair beauty for them may appear exotic as it an usual site for them in thier countries, and the 'otherness' and uniqueness may be something consumers wish to buy into. However, an alternate reason could be the value of heritage that eastern markets have and brands with a strong history such as Dior, Chanel and Prada offer this, regardless of the face of their brand.
But despite the reasoning for the current success of brands and their campaigns in emerging markets, as the prominence of these countries economies continue to blossom in the fashion industry advertising will have to become reflective of this.
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