Since the opening of its first Greater Vancouver store in 2007, H&M has been bridging the gap between “fashion-forward” and “affordability,” especially by offering designer capsule collections to further differentiate themselves as proprietors of “affordable high fashion.”

One of its major competitors, Zara also has its own point of difference in the form of a highly efficient supply chain. Because of the short amount of time in between drafting of new designs to the actual creation and supplying of stores with new inventory, Zara is able to provide where H&M falls short, dishing out new items weekly.

However, as of Thursday, a new fashion giant has entered the Vancouver market with both “newness every single week,” as well as being one of the few chain brands to have shown at London Fashion Week. As a fashion consumer, I would certainly agree that Topshop’s embodiment of both H&M and Zara’s major marketing factors has attracted my attention, positioning itself in my mind as “the best of both worlds”. Currently, being the only store in British Columbia, it also possesses the advantage of limited store supply, fueling market demand all the more.

Article: http://www.theprovince.com/life/fashion-beauty/Topshop+biggest+international+store+opens+Downtown+Vancouver/7405346/story.html#axzz2CdtaVOmN

An interesting blog post that I encountered while surfing through the blogroll was Dayah Johal`sregarding Al Ries and Jack Trout`s article on positioning. In both the article and her post, the alarming idea that something as simple as a name may very well affect another`s perception of the individual in question was brought up. Just as how an entrepreneur would need to carefully formulate a business plan to present to potential investors, individuals need to position themselves to the best of their abilities in order to stand out from the rest. Living in a city such as Vancouver, where a large proportion of the population is composed of people of Asiatic descent, my (ethnic) name on a resume or business card may mean absolutely nothing. At that moment, it is about what else I can bring to the table. Making an impression through a concise resume, or through an involved conversation during a networking event may be likened to writing a business plan. The executive summary is where the attention grabbing proposal needs to be laid out. Any section following is only a supplement to the initial proposal. Although it may seem unfair to be judged on the superficial basis of name, or in the case of a business plan, a lackluster executive summary, it is probably important to remember that if you are in the position of asking for the job or investment, you better deliver something that gives the potential employer or investor enough incentive to fork over the money.

The article from last week`s post highlighted one of the many controversies that Urban Outfitters, a popular clothing distributor was involved in recently. An interesting point that the article brought to light was the use of controversy as a marketing strategy. Out of sheer curiosity, I searched up an article that compiled not one but SEVEN controversies that Urban Outfitters has been faced with, in regards to the clothing which they sell. Such controversies includes promotion of under-aged drinking, profanity, racism, so forth. In fact, if it can be named, UO has probably promoted some form of what you are thinking right now through their retail garments and accessories.

However, one might ask, why is it that UO is performing so damn well in a competitive market with other retailers offering similar styles and prices, amidst all the backlash that they`ve received from various social/ activist groups? The answer seems to lie in the controversy itself. The phrase “no publicity is bad publicity” may very well be applicable here. It seems that UO has harnessed the negative attention that they receive periodically as a point of difference against competitors in the same market. The targeted consumer base, aged 18-24 may just interpret UO`s various “offensive clothing” as a no bars realization of designers` imaginations. I mean, fashion is meant to be provocative, so in that sense, UO is doing a very good job in terms of staying a step ahead of its competition.

Article: http://theweek.com/article/index/220370/racist-navajo-attire-and-7-other-urban-outfitters-controversies

A recent article that I`ve read highlighted the issue of Western fashion heavyweights turning traditional ethnic wear into trends and misrepresenting the meaning behind the garments. Many of the cultures in which designers have drawn inspiration from time and time again are quite conservative in comparison to Western societies. However, as an example I shall propose, a garment such as the hijab (which purpose is arguably for obscuring the woman in society), which holds so much cultural significance is adorned with vibrant colours and vivid patterns by Designer X and re-marketed as such to Western consumers, suddenly the meaning behind the garment is distorted. The garment may now be purchased and worn by high profile celebrities, in any manner that they may fancy. Some of these public figures may even be the centre of continuous controversies such as Ke$ha, Rihanna, and Lady Gaga. In fact, many muslim groups may very well find that such celebrities are wearing and promoting what was once the average hijab in profane and offensive ways.

When such iconic cultural garments are portrayed and marketed in such a manner to the consumerist Western society, much of the traditional meanings behind the garments are destroyed. Some may even consider the pulling of inspiration and incorporating Eastern cultural influences into high fashion clothing as another means of the West exploiting the rest. As indicated in the article, when religious symbols, colors, prints, and clothing silhouettes reflecting class and position are casually integrated into skimpy tank tops, underwear (etc.), and then featured on scantily clad print models, the issue of cultural exploitation is showcased tenfold.

Perhaps using global influences as a marketing scheme to appeal to more groups of consumers is clever in itself, however ironically, it is the same marketing scheme that is alienating specific ethnic/ cultural groups that may feel that their religions and traditions are being exploited through the fashion industry`s  reworking of traditional garments. I think perhaps cross-culture copyright should be introduced so that any future  “ethnic inspired” designs in fashion do not freely recreate symbolic accessories and clothing as they see fit (though this would inevitably turn into such messy business).

Article: http://www.theglobeandmail.com/life/relationships/clothing-controversies-is-exploitation-good-for-business/article4104850/