Present Scenario in Fashion Brands and their changing attitude towards fashion photography

New Fashion Brands & Their Attitude

towards Visual
• Fashion Communication

• New Technologies and Diversified Field Opened in Fashion

Communication (Social Networking Content, Mobile App, E Catalogue,
Selling App or Website)

• Fashion Editorial Writer, Fashion Blogger, Fashion Influencer (Social

Networking Orientation), Fashion Magazines, Fashion Magazine Chief –
in – Editor, Fashion Branding Agency, Fashion Digital Content Creator,
360 Degree Agencies, Fashion Marketing etc.)
 New Fashion Brands & Their Attitude towards Visual
(Role of Fashion Communication in Industry)

• Fashion Clientele Generate

• Search, Define and Collect data of Potential Fashion Clients
• Introduction & Information diffusion of fashion or fashion brands
• Cultural, Lifestyle Promotion
• Subjective Conceptualization towards fashion industry and Buyers
(through fashion blog writers, fashion influencers)
 New Fashion Brands & Their Attitude towards Visual
(Role of Fashion Communication in Industry)

• Knowledge – Seeking of fashion world by magazines

• New Brand Launching

• Brand Image

• Brand Positioning
 New Fashion Brands & Their Attitude towards Visual
(Role of Fashion Communication in Industry)
• Brand Re – Image Campaign

• Brand Advertising in Newspaper, Hoardings, Outdoor Advertising, E-

Hoardings, Magazines, Television, Application, Social Networking

• Fashion Shows (New Collection, Awareness, Re – Build, Investor

Seeking)
 New Fashion Brands & Their Attitude towards Visual
(Role of Fashion Communication in Industry)

• Creating image for product, brand for their likely customers

• Organized process in which lifestyle – fashion – trend researches,

forecasting, concept generation and communication design made

• Fashion Communication useful tool for brands, lifestyle companies for

getting better designs and brand images that are in harmony with
desires and needs of the target audience
 New Fashion Brands & Their Attitude towards Visual
(Role of Fashion Communication in Industry)
• Symbolic Interaction
• Metaphor in Meaning
• Intertextuality in Message
• Use of folk, structuralism, post structuralism, Formalist and Non
Formalist approach, Narration, Realism, Conceptual Idea
• Aesthetical Approach
• Brand Signature
• Semiotics in Fashion Advertising
 New Fashion Brands & Their Attitude
towards Visual
• New Trend (Fashion Film)

• Interview Based

• Montage Based

• Cinematic

• Story - Line
 New Fashion Brands & Their Attitude
towards Visual
• (new trend) Fashion Documentary
• Based on Fashion Designer Thought of Process
• Based on Garment or Lifestyle Product Making
• Based on Client Feedback
• Based on Physical Characteristics of Brands
• Based on Industry Development, Problems, Challenges (Model, Makeup
Artist, Fashion Stylish, Fashion Designer’s Story or Struggle)
• Fashion Staging or Fashion Drama (in High Fashion Shoot – Supermodels,
Celebrities, Top – notch High Profile Designers, World Famous Stylish,
Location Creation, Production Design)
 New Fashion Brands & Their Attitude
towards Visual (Fashion Communication
Theory)
• The Symbolic Communication Theory

• It is created by George Herbert Mead

• He said “People live in symbolic environment as much as live in

physical one and they are stimulated by symbols as much has
stimulated by physical movements
 New Fashion Brands & Their Attitude
towards Visual (Fashion Communication
Theory)
• Conformism (Tendency to establish fashion by video or photo, as
audience wants to be more like others)

• Individualism (Tendency to establish fashion by video or photo, as

audience wants to be more than others)

• Roland Barthes, discussed “Artificial Communication with a

semiological approach while concerning mass – culture as the
decorative display of what – goes – without – saying in mythical sense.
 New Fashion Brands & Their Attitude
towards Visual (Fashion Communication
Theory)
• Fashion is Temporary

• Fashion is cultural, person, traditional, non traditional, lifestyle

expression

• Self Concept by Belk, Mayer and Russel in 1981 (study have found
congruence between consumer’s self image and the image of
product, brand they use, suggesting that people do express
themselves through their consumption)
 New Fashion Brands & Their Attitude
towards Visual
• Continue in next class…