We had a great time at last week’s ABS50 Research Conference where we heard some interesting presentations and keynotes. Our Fashion Place contribution was two posters showcasing examples of a project-based approach to teaching. This year’s Magazine Project and Fashion Exhibition celebrated the 50th Anniversary of Aberdeen Business School so it seemed very fitting that these should be included in the conference! Well done to all the students who made these projects a success!
Summer has arrived and we hope you’re enjoying the wonderful weather! We’d love to hear about your summer adventures so please tag us in your Twitter and Instagram pictures, using the hashtag myfashionplace. Here are some posts from students and staff from their summer “offices”. Madeleine’s been carrying out interviews with North East fashion bloggers in various Starbucks and is now analysing the data in her garden (making the most of the Aberdeen sunshine!)
Karen’s also been doing some work from home. Can you spot the fashion dog?
And one our students, Courtney, is in Paris where she’s been working at the Capsule Show!
Looking forward to seeing more of your fashion places…
Social media in marketing is gaining a great deal of interest from companies and consumers alike. A number of contemporary studies are now considering the effectiveness of adopting social media in terms of ROI. The following articles identify work being undertaken in this area:
Can you measure the ROI of your social media marketing? DL Hoffman, M Fodor – MIT Sloan Management Review, 2010 – emarketingtravel.net
Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention AJ Kim, E Ko – Journal of Global Fashion Marketing, 2010 – Taylor & Francis
Finding high-quality content in social media E Agichtein, C Castillo, D Donato, A Gionis… – Proceedings of the …, 2008 – dl.acm.org
More companies are recognising the growing trend towards ‘no logo’ branding. Following in the footsteps of ‘Revolver’ who minimized its logo identity to Japanese ‘passionate extremists’ , Louis Vuitton’s 2013 Autumn/Winter collection showed a range where the LV house signature monogram and chequered Damier canvas were absent and replaced by an increased use of animal skins such as fur, crocodile, python and marabou. According to Gemma Hayward (Paris Fashion Editor for The Independent, March 2013) ‘no logo was to be seen from the label famed for making such things fashionable’. This suggests consumers may be moving away from a socially comparative relationship with brands towards a more internalized relationship were only they are aware of the ‘superiority’ of the brand adopted.
High-Tech, and particularly the digital revolution, is influencing fashion in a major way. Style and state of the art technology are being combined, even in the ‘LBD’. M-dress by CuteCircuit incorporates a phone in the sleeve of that ‘little black dress’ to permit the wearer to simply raise their hand to their ear and ‘take that call’. Replay, the Italian jeans brand, have also launched a Social Denim range with Bluetooth features inbuilt to synch with your smartphone. Find out more about High-Tech fashion through: http://www.thefashionspot.com/style-trends/news/172727-high-tech-fashion.
The Marketer (CIM, Jan/Feb 2013) offers a fashion infographic of advertising and PR GVA (Gross Value Added) by product. This indicates that the advertising/PR of womenswear contributes £41m to the UK economy whilst the advertising/PR of menswear contributes £26m. The Marketer identifies promotion of ethical fashion as a growing area of interest and cites H&M as one of the key brands positioning itself as an ethical and sustainable business through its ‘ Conscious Collection’.
Stage 3 BA (Hons) Fashion Management students are carrying out research into fashion tourism as part of an individual project. Their aim is to prepare a strategy for promoting Aberdeen as a fashion destination and this will be informed by primary research into the opinions of their target market and an analysis of the fashion capitals.
Milan – by Selina Jones
Milan is one of the big four fashion capitals. Its reputation as a fashion city started around the 1970s. The name Milan comes from the English milaner meaning ‘fine wares like jewellery, cloth, hats and luxury apparel’. Milan opened has its first department store in 1865. In the early 20th century Milan was renowned as a major centre for textiles and silk. Milan is also the business hub of Italy.
Milan has produced major fashion designers and is home to the head offices of fashion houses such as: Giorgio Armani, Valentino Garavani, Gianni Versace, Gianfranco Ferrè, Miuccia Prada, Krizia, Moschino, Etro, Trussardi, Missoni, and Dolce & Gabbana. Milan hosts two fashion weeks each year, like the other fashion capitals, one in spring and one in autumn.
People travel to Milan for the fashion; to shop and to visit shows. There are museums and wonderful architecture which add to the history and culture of the city.