The
fact that some fashion firms
succeed
abroad is thought by respondents to help pave the way for those coming after.
5.2. Relations Between Fashion Firms and
other Related Actors
Designer
and other aesthetic services—such as photographers, models and stylists—are
central
to the symbolic side of fashion production. These aesthetic service providers
are
extremely
important to fashion companies. Stylists are a good example; they assist with
two
key inputs into fashion: editorial work for fashion media, and aesthetic
services and
content
within fashion advertising. The role of stylists in these activities is
governed
by
different logics. Their editorial work is valued for its artistic content and
their role
in
creating advertising campaigns and channels is valued on the basis of its
commercial
success
(cf. Aspers, 2001). Fashion companies buy stylists’ services for adverts or
catalogues,
while fashion media employ their services for assistance with editorial
coverage.
Close relationships with stylists are important to fashion firms as stylists
have
a high
degree of autonomy and power in deciding on what clothes are exposed in
editorial
coverage.
As one informant explained,sheath bridal gown ,
since:
“many times it is the stylists that chose what they wear, and the stylists pick
the
brands
where they have friends.” Many fashion companies work directly with stylists
and
photographers. Some companies have showrooms in Stockholm where stylists can
come
and borrow clothes and accessories for editorial photo shoots.
Aesthetic
services are not merely local service providers. Stylists and marketing firms
commonly
sell their services on wider markets.Japanese school uniforms .
service
providers who have played such a role. One of these is the marketing company
Paridiset
that has worked
on such high-profile campaigns as Italian fashion firm
Diesel’s
“for successful living” campaign (a campaign that has been suggested to have
played
a key role not only in Diesel’s success but in challenging the Levis hegemony
in
the
jeans market). Internationally recognized and experienced service providers can
greatly
help bring important knowledge and contact back to the “home” base and help
local
firms develop more polished and export market tailored offerings.
5.3. Retailers and Shop Assistants: The
Link to Fashion Consumers
Retail
is central to the industrial system of fashion. Retail is where the cash value
of
fashion
is realized through consumer purchase but also a central stage upon which
symbolic
value
is exchanged and produced. Where clothes are sold, how they are presented
and by
whom are critical to how potential consumers understand the immaterial aspects
of
garments or brands.
We
only want to work with that particular store that is best on jeans in that
city. We want
to
have a close relationship with the persons behind that store, and that is why
we only
Spaces
and Places of Swedish Fashion 539
choose
the stores that understand our message and can disperse this to the
end-consumer
(personal
interview 2005, fashion company B).
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