Fashion in the globalized world and the role of virtual networks in intrinsic fashion design

doi:10.1108/13612020310496994

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Journal of Fashion Marketing and Management

ISSN: 1361-2026

Online from: 1996

Subject Area: Marketing

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Fashion in the globalized world and the role of virtual networks in intrinsic fashion design

Document Information:
Title:	Fashion in the globalized world and the role of virtual networks in intrinsic fashion design
Author(s):	Nobukaza Azuma, (School of Management, Heriot-Watt University, Edinburgh, UK), John Fernie, (School of Management, Heriot-Watt University, Edinburgh, UK)
Citation:	Nobukaza Azuma, John Fernie, (2003) "Fashion in the globalized world and the role of virtual networks in intrinsic fashion design", Journal of Fashion Marketing and Management, Vol. 7 Iss: 4, pp.413 - 427
Keywords:	Fashion, Fashion design, Non-profit organizations, Virtual work
Article type:	Case study
DOI:	10.1108/13612020310496994 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	The emergence of global fashion has transformed the way fashion is perceived in the contemporary world. While it has brought the consumer the in-vogue style at the right price, a strong focus on standardization and low-cost advantage has disbanded the traditional ethos of fashion design which is inspired by a variety of physical and psychological needs in a given precinct. Migration of fashion production offshore and resultant dependence on economies of scale not only threatens the existence of domestic small fashion manufacturers, but also prohibits up-coming designers from creating intrinsic fashion on a small but sustainable scale. This paper, through a case study of a Japanese non-profit organization, explores the way in which such an intrinsic fashion creation restores its salience as a counter style of global fashion capitalism. Emphases are placed on corroborating the necessity of intrinsic fashion in today’s society vis-à-vis the drawbacks of global fashion in cultural, ethical, ergonomic, and environmental terms.