How has globalisation changed the fashion media Essay

How has globalisation changed the fashion media - Essay Example Fashion writers are conscious about associating the culture of each nation to a season’s fashion to ensure there is a national identity for the products (Niessen, S. A. 2003 p.219). Advertisement is a mass media because it reaches a mass market. The notion that advertising is non-targeted and non personal is a wrong implication. Advertising luxury brands in mass media like television and magazine targets a narrow group comprising of the specific luxury consumer market. Advertisement is a method of communicating the brand history, personality, products, image and services that increase the visibility of the bands. Traditionally advertisements of superior brands usually appear in business publications, fashion magazines, high end publications and airline in-flight magazines focusing target audience (Okonkwo, U. 2007 p.145). Some of the modern communication strategies are Push Trade promotion, Pull Customer promotion and Profile Stakeholder promotion. In push trade promotion the brand is promoted through traditional print advertising. The prospective customer gains knowledge about new brands from advertisements. In pull customer promotion, the prospective market is attracted to the brand through methods like internet promotional campaigns. In profile stakeholder promotion, the broad market is target through promotional methods (Okonkwo, U. 2007 p.144). With the beginning of globalisation and increase in intercultural influences, digital media and international travel there has been a considerable change in the fashion consumption patterns. Cultural awareness through various media has led to increased need for overstated fashion. In the 1990s the luxury consumer market widened and matured with a fashion consumption that followed a global outlook inspired by factors such as globalisation, information technology, digital media and