Praise to God!
Sanity is prevailing in the fashion industries all over the globe.
Researchers state that the increase in literacy rate of the world is inversely proportional to the elements of the society which make our mindset stereotypical in nature. The stereotypical elements are omnipresent in the fashion industry but fortunately the awareness has led to the abrupt change in the strategy devising methods of the businesses all over the world.
The change in strategy could be attributed to the fact that people or target market in today’s time is more aware and has sufficient knowledge to know what is appropriate and what isn’t. The pressure from below causes the companies to change their behavior and strategies. Moreover, the stereotypical campaigns may even distort the image of the company and cause them to lose their customer base and loyalty and that is the last thing that businesses want.
That’s not all.
It is also believed that fashion market has become so saturated that every company looks like a direct replica of one another. So in order to stand out and to break through the clutter, the companies devise interesting messages. The messages are meant to promote the brand as ‘friendly’ in nature in order to maintain their competitive edge and to strive for a better perception in the minds of the customer to keep their sales going.
Breaking stereotypes is in fashion in fashion campaigns nowadays.
Fairness creams are cautious over portraying the color black as inferior. Dark skin is celebrated in fashion industry nowadays. The ad campaigns are being designed which are solely focused upon pores, acne and dark circles or spots not the skin color. P&G just launched their campaign ‘My Black is Beautiful’.
Furthermore, Tanisq is an Indian jewelry brand which went a little further than that. They depicted a woman getting dressed up in a fashionable way for her second marriage while her daughter helps her in putting the necklace on for new beginnings.
That’s not all…Czech brand Aurosa has been branding beer as a fashion drink for men since many years. Recently they boldly stepped forward and launched a beer for women because fashion has no gender. Men have been wearing make-up for decades, but up until recently the beauty industry has only represented women in mainstream advertising. This changed last October when 17 year old makeup artist and YouTuber James Charles was named as Cover Girl’s first male spokesperson.
Furthermore, this year MTV launched their first gender neutrality award too. It was of course presented to the beautiful Emma Watson. Barbie was always a fashion icon for the little girls. It was criticized for limiting the girls fashion sense to just matching handbags and gloves and dresses and socks. However, even Barbie couldn’t resist the new trend. The manufacturers introduced a not so pink, ‘Engineering Barbie’ with a totally different fashion sense to match her rough and tough personality.
According to research by the Innovation Group, 43% of millennials say they know someone who uses gender-neutral pronouns. This figure increases among Generation Z’s, with 56% of those aged 13-20 saying the same. Fashion industry has been taking note of this. This is the reason way major brands around the globe are launching unisex clothing lines. For example: recently, Zara launched ‘Ungendered’ and H&M came up with ‘Denim United’ collection.
The businesses around the world are changing their thinking and that’s apparent in their strategies. Maybe it’s because the changing market demands it or is it another gimmick to break through the clutter and impress the buyer by wearing the cloak of concern?
Only time will tell.