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

Nobukaza Azuma, John Fernie

    Research output: Contribution to journalArticlepeer-review

    31 Citations (Scopus)


    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
    Issue number4
    Publication statusPublished - 2003


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


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