Fashion in the globalized world and the role of virtual networks in intrinsic fashion design

Nobukaza Azuma, John Fernie

    Research output: Contribution to journalArticle

    21 Citations (Scopus)

    Abstract

    The emergence of global fashion has transformed the way fashion is perceived in the contemporary world. While it has brought the consumer the in-vogue style at the right price, a strong focus on standardization and low-cost advantage has disbanded the traditional ethos of fashion design which is inspired by a variety of physical and psychological needs in a given precinct. Migration of fashion production offshore and resultant dependence on economies of scale not only threatens the existence of domestic small fashion manufacturers, but also prohibits up-coming designers from creating intrinsic fashion on a small but sustainable scale. This paper, through a case study of a Japanese non-profit organization, explores the way in which such an intrinsic fashion creation restores its salience as a counter style of global fashion capitalism. Emphases are placed on corroborating the necessity of intrinsic fashion in today's society vis-à-vis the drawbacks of global fashion in cultural, ethical, ergonomic, and environmental terms. © MCB UP Limited.

    Original languageEnglish
    Pages (from-to)413-427
    Number of pages15
    JournalJournal of Fashion Marketing and Management
    Volume7
    Issue number4
    DOIs
    Publication statusPublished - 2003

    Keywords

    • Fashion
    • Fashion design
    • Non-profit organizations
    • Virtual work

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