CRITICAL ANALYSIS

I have picked a chapter from a book named, Luxury fashion branding talking about Fashion brand management and the author is Uche Okonkwo.

In this particular chapter the author Uche Okonkwo talks about Fashion as Serious business and names the same as “who says Fashion is not a serious business?”. A lot of people have it in head and think that fashion is not a serious business at all. When you tell them they work or study in fashion they would just think we have nothing serious to work or study on which is totally incorrect and this particular introduction chapter author explains the same that how important and serious business fashion is.

Author says anybody who this fashion is inconsequential and doesn’t deserve any serious attention mist think again and I totally agree with the same. Author explains the importance of Fashion in the society as it is related to all of us directly with our lifestyles.

Further explaining about history of importance of fashion author quotes the example of Roman Empire and says that the visual representation of fashion was so ingrained within the society that the ruling government decreed the models and colours of shoes worn by the members of each social class giving couple of more examples of the same author says the fashion tradition remains prevalent today in a modern way.

Uche Okonkwo is a writer from Nigeria. She has an MFA in Fiction from Virginia Tech and a Master’s degree in Creative Writing from the University of Manchester. 

Her stories have been published in One Story, Poughshare, The Best American Unrequired Reading 2019, Lagos Noir, and Ellipsis. She was Bernard O’Keefe Scholar at the Bread Loaf Writers’ Conference in 2019 and a resident of Writers Omi in 2017.

Okonkwo says the global luxury fashion sector is estimated to be worth US $ 130 billion and explains that fashion industry has made note-worthy contributions to national economies. She also states that in France luxury fashion is the fourth largest revenue generator and one of the most prominent sector is Italy, Spain, the USA and emerging markets of China and India. She adds that retail fashion both in clothing and accessories is almost the fastest growing industry in around the world.

Author explains how fashion is directly linked with film, music, literature, arts, sports and lifestyle. I think entertainment industry is the most directly linked to fashion and sets up trends which accelerates the fashion industry. The influence of fashion in film is not an area that is widely talked about, yet it has become a network in which a brand can establish itself. Take Audrey Hepburn’s love for Hubert de Givenchy’s clothes, which lead him to design most of her clothes on screen and off screen, or the rise of costume designer Edith Head, who finished her career with eight Academy Awards for Best Costume Design – winning more Oscars than any other woman so far. The relationship between fashion and film is the key to understanding film and our perception of characters as an identity. This makes fashion a powerful creative tool.

Okonkwo explains that Luxury fashion is more emphasized on design and creativity and how high fashion in the past was all about sophisticated management techniques. Luxury fashion is the right platform where designers can show their real talent and they don’t have to play safe here but have to make sure that the product stands out. On the other hand, in Retail fashion designers always have to play safe as they design for the mass and can’t risk it out.

She talks about how the marketplace would be colourless without luxury brands and how these brands are unique, intriguing and special. Luxury has always been a key part of international trade. Some have historical records and archaeological evidence over several millennia of human history, showing the importance of branded items such as porcelain, silk, furs, jewellery and fragrances.

Luxury is any expense that exceeds what is needed. Thus, the concept of luxury is closely linked to human needs, and a concrete definition of luxury depends on the specific time and society under analysis and may vary from one aspect to another. There is no unique definition of “luxury;” on the contrary, it takes on different forms and meanings in relation to the context of space and time as well as the perspective of the study. Luxury has a nomadic, multipurpose character that is difficult to trace back to a unique and definitive concept.

Author further mentions how she disagrees that luxury fashion is sold with overpriced tags as she thinks luxury brands provide with complete package of significant benefits to consumers, the social environment and the global economy. Moreover, I would add to this that luxury fashion is for people who can afford it and don’t mind spending that amount of money on the luxury products. All they want is class and people to know that they can spend such amount of money on things by showing luxury in the fashion products they use. She says when you buy a luxury fashion item you don’t just buy the product but a complete parcel which includes the product and a set of intangible benefits that appeal to the emotional, social and psychological levels of their being.

Moreover, when you decide to buy a luxury fashion product it is a complete different experience which makes you feel very special and important at every step.

References:

Okonkwo, U 2007, Luxury Fashion Branding : Trends, Tactics, Techniques, Palgrave Macmillan UK, London.

Pictures – all from pinterest

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