Balenciaga: Addressing misconceptions concerning his fashion press policies

This article interrogates the reputation, prevalent to this day, of Balenciaga as being anti-advertising and anti-media, according to some of his contemporary journalists as well as some of his employees and clients. The study contextualizes Balenciaga in the framework of the influence of the fashion press and the reality of the French couture licensing business in the North American fashion market from 1937 to 1968, his years on the international scene. Based on the analysis of the issues of Vogue, Harper’s Bazaar and Women’s Wear Daily for the same period, the research demonstrates that the designer had not always been so scornful of the media. He really was a discreet man, but this does not mean he hated the press, as his designs often appeared in the most influential fashion magazines. The article argues that the negative view in the media’s perception of him was generalized after his veto to the press in January 1956 – a decision he took for business reasons – and was retroactively attributed to his entire professional life.

Latin American apparel: recommendations for successfully entering the Toronto fashion market

Dress has played a vital role as a form of expression for different ethnic groups in the diverse city of Toronto. This is a means by which communities have maintained their relationships to their homelands and preserved memories (Brown, 2012). Latin American fashion’s recent rise in popularity can be seen most obviously in mass-markets throughout the industrialized West (Root, 2005); however, there are only a few Latin American fashion brands available in Toronto. Hence the researcher investigated and established the process for a Latin American fashion apparel brand to successfully enter the Toronto fashion market. The secondary purpose of this major research project is to provide Canadian residents with the opportunity to experience Latin American cultures through fashion. Even though the countries that make up Latin America have their own characteristic cultural traits, this study had hoped to create a framework of recommendations that will serve as a guideline for entrepreneurs and designers (regardless of their Latin American country of origin) on the successful introduction of Latin American fashion apparel brands into the Toronto fashion market. The approach for this project consisted of the implementation of a mix of a qualitative and quantitative methodology. The conclusions and lessons learned can be applied to any Latin American fashion brand entering the Toronto marketplace.

Latin American apparel: recommendations for successfully entering the Toronto fashion market

Dress has played a vital role as a form of expression for different ethnic groups in the diverse city of Toronto. This is a means by which communities have maintained their relationships to their homelands and preserved memories (Brown, 2012). Latin American fashion’s recent rise in popularity can be seen most obviously in mass-markets throughout the industrialized West (Root, 2005); however, there are only a few Latin American fashion brands available in Toronto. Hence the researcher investigated and established the process for a Latin American fashion apparel brand to successfully enter the Toronto fashion market. The secondary purpose of this major research project is to provide Canadian residents with the opportunity to experience Latin American cultures through fashion. Even though the countries that make up Latin America have their own characteristic cultural traits, this study had hoped to create a framework of recommendations that will serve as a guideline for entrepreneurs and designers (regardless of their Latin American country of origin) on the successful introduction of Latin American fashion apparel brands into the Toronto fashion market. The approach for this project consisted of the implementation of a mix of a qualitative and quantitative methodology. The conclusions and lessons learned can be applied to any Latin American fashion brand entering the Toronto marketplace.

Blog Consumption: How Females Engage with Fashion in the Digital Age

Independent fashion bloggers are changing the fashion industry in a dynamic way, introducing spaces for women who have not traditionally been represented in mainstream fashion media. This exploratory study investigates how young adult female consumers are engaging with images on fashion blogs, compared with fashion print magazine images that have been found to lower women’s self-esteem. A literature review provides a thematic foundation for the study, examining 1) how fashion has changed in the digital age; 2) what motivates fashion bloggers to blog and how they have become effective marketing tools and trend forecasters; 3) how print magazine images portray women; and 4) how female consumers engage with these images. A content analysis examines 17 of the most popular North American fashion bloggers, as rated by Signature9.com. Ten posts from each blogger reveal whether the images conform to idealized fashion print magazine images. Five bloggers serve as interview stimuli for 12 female participants, who explain their fashion media habits while examining and discussing the visual stimuli. The findings reveal factors that influence young females’ engagement with fashion media and highlight what they desire when it comes to fashion images

Blog Consumption: How Females Engage with Fashion in the Digital Age

Independent fashion bloggers are changing the fashion industry in a dynamic way, introducing spaces for women who have not traditionally been represented in mainstream fashion media. This exploratory study investigates how young adult female consumers are engaging with images on fashion blogs, compared with fashion print magazine images that have been found to lower women’s self-esteem. A literature review provides a thematic foundation for the study, examining 1) how fashion has changed in the digital age; 2) what motivates fashion bloggers to blog and how they have become effective marketing tools and trend forecasters; 3) how print magazine images portray women; and 4) how female consumers engage with these images. A content analysis examines 17 of the most popular North American fashion bloggers, as rated by Signature9.com. Ten posts from each blogger reveal whether the images conform to idealized fashion print magazine images. Five bloggers serve as interview stimuli for 12 female participants, who explain their fashion media habits while examining and discussing the visual stimuli. The findings reveal factors that influence young females’ engagement with fashion media and highlight what they desire when it comes to fashion images