fashion management dissertation

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Subject: Fashion Management

Insights into how mass manufacturing limits fast fashion brands commitment’s towards sustainable practices.

• Samantha Petch
• Fashion Management
• Year of Publication:
• MSc Fashion Management

Insights into developing a sustainable circular fashion economy

• Chera-Leigh Frieslaar

Creating a luxury brand in China that combine Chinese traditional culture with trendy clothing

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37 Fashion Management Dissertation Topics & Ideas

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Management of fashion is an equally important area like any other sub-domain associated with the fashion industry. Fashion industry is a billion-dollar industry and to survive here, one must remain up-to-date regarding the new innovations and approaches. Managing fashion events, fashion domains and other areas is an all-inclusive approach. Dissertation topics on fashion management keep the researchers and readers well-informed. They let the students of fashion management develop understanding about the actual practices in the fashion industry. Therefore, these research areas are becoming quite common in the present times.

Here is the list of Top selected dissertation topics on fashion management

We have prepared a list of fashion management dissertation topics for our readers. Have a look at the list and choose accordingly:

• Luxury retail management: role played by social knowledge.
• How fashion management is carried out in major fashion cities of the world: a descriptive analysis.
• Challenges and solutions in the field of fashion management for new entrepreneurs: an analysis.
• Supply chain management and fashion analysis: a content analysis
• Customer relationship management: perspective from fashion management.
• Approaches used in fashion supply chain management: a review of literature.
• Managing green brands: challenges faced by the domain.
• Shipping costs and online shopping: factors affecting online buying from consumers’ side.
• Ethics in the field of fashion management: a meta-analysis.
• Fashion management practices: slow fashion versus fast fashion.
• Teaching fashion supply chain management to university fashion students: an experimental approach.
• Supply chain management strategies: big versus small-scale fashion firms.
• Effects of COVID-19 on the global fashion supply chain management: risks and solutions.
• Quality management in outsourced fashion supply chain: a descriptive study.
• Role of brand management in fashion industry: steps to be taken in the present global economic crisis.
• How can fashion management utilize the big data available in the global fashion industry?
• Fashion management education: comparing past with the present.
• How effective are the current strategies are in shaping the domain of fashion management?
• Fashion manager: a paid profession – is it really worth it?
• Perceptions of sustainable consumers about the changing fashions: analysis from the side of fashion managers.
• Retail fashion outlets and inventory management: understanding the relationship.
• Using social media to launch fashion brands globally: steps and interventions involved.
• How to consumers perceive sustainability in the field of fashion management?
• Studying fashion and importance of management in collaboration: benefits and shortcomings.
• Understanding the psychology behind fashion management: a qualitative approach.
• Managing a sustainable luxury fashion brand: interventions used.
• Role played by color psychology in fashion supply chain management: a descriptive study.
• Effects of fashion blogging on fashion management domain: a review of literature.
• Case study of fashion managers in a reputable fashion firm.
• Is fashion mindful or mindless: comparing the views of customers and fashion managers.
• Global fashion management: role played by social media globally.
• Knowledge-sharing among the green fashion communities: online lessons for fashion management domain.
• Fashion management: connecting education with the practice in industry.

Also check related post for dissertation topics in Fashion Marketing and Fashion Design.

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Fashion Dissertation Topics – Latest & Trending

Published by Owen Ingram at January 5th, 2023 , Revised On June 24, 2024

The fashion trends reflect culture.  The influence of culture on major styles and trends of the past can’t be understated. This is predominantly true in the world of  women’s fashion . As the 20 th century kicked off, women started to fight for equal rights, which was reflected in their fashion trends.

Thus, early in the 20 th  century, women were first seen wearing jeans. Fast forwarding, women of today’s world are now accustomed to smoking, which was previously seen as a strictly male habit. Cultures throughout the globe make use of clothing to make fashion statements.

Fashion trends further reflect the hierarchies, personal relationships, and social power structures within communities. Finding a good fashion dissertation topic can be a very daunting task, primarily because it should be intriguing and manageable in the given timeframe.

According to  Diverse World Fashion (2024), “ Culture is a largely inclusive concept, and the fact of fashion reflecting culture implies some consideration of some major cultural changes. Technological advances— such as the Internet— have been immensely transformative in culture. ”

To help you get started with brainstorming for your fashion topic ideas, we have developed a list of the latest topics that can be used for writing your fashion dissertation.

PhD qualified writers of our team have developed these topics, so you can trust to use these topics for drafting your dissertation.

You may also want to start your dissertation by requesting  a brief research proposal  from our writers on any of these topics, which includes an  introduction  to the problem,  research question , aim and objectives,  literature review ,  along with the proposed  methodology  of research to be conducted.  Let us know  if you need any help in getting started.

Check our  example dissertation  to get an idea of  how to structure your dissertation .

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The Best Fashion Dissertation Topics

Topic 1: an investigation into the impact of fashion choices on the cultural values of the consumers..

Research Aim: The research aims to conduct an investigation into the impact of fashion choices on impacting cultural values of the consumers.

Objectives:

• To evaluate the factors impacting the fashion trends.
• To analyse the relationship between fashion choices and the perceptions of the consumers.
• To investigate how the fashion choices of the consumers impact their cultural values and social identity.

Topic 2: An investigation into the relevance of culture on social accountability and natural fabric selection by fashion consumers.

Research Aim: The research aims to investigate the relevance of culture on social accountability and natural fabric selection by fashion consumers.

• To analyse the influence of culture on customers’ fashion choices.
• To evaluate the impact of social accountability in the fashion industry.
• To investigate how social accountability and natural fabric selection are influenced by culture.

Topic 3: An assessment of the impact of global culture on UK fashion trends.

Research Aim: The research aims to analyse the impact of global culture on UK fashion trends.

• To analyse the impact of global culture on fashion and the perception of the consumers.
• To determine the effect of culture on fashion trends and emerging choices of silhouettes.
• To examine the ways in which the global culture has impacted the fashion trends in the UK.

Topic 4: The relationship of religion with the fashion choices of the consumers in the UK.

Research Aim: To analyse the relationship of religion with the fashion choices of consumers in the UK.

• To analyse the influence of religion on the choice of clothing and fashion sense of the consumers.
• To evaluate the impact of religion on reinforcing tradition through fashion.
• To investigate the impact of religion on the individuality and fashion choices of consumers in the UK.

Topic 5: An assessment of the evolution of fashion trends and colour choices in the UK.

Research Aim: The research aims to conduct an assessment of the evolution of fashion trends and colour choices in the UK

• To analyse the evolution of fashion in the UK since the 1900s.
• To understand the factors impacting the colour choices of apparel in the UK
• To abases the factors impacting the evolution of fashion trends and colour choices in the UK.

Covid-19 Fashion Dissertation Topics

Impacts of covid-19 on the fashion industry.

Research Aim: This study will highlight the impacts of coronavirus on the fashion industry

The role of the fashion industry during the Coronavirus pandemic

Research Aim: Covid-19 has disrupted all industries, including the fashion industry. All textile and luxury brands were paused during the global lockdown. This study will investigate how the fashion industry has contributed to combating the coronavirus pandemic.

Impacts of COVID-19 on people and their culture

Research Aim: The lockdown situation during the COVID-19 crisis has affected the people and their culture. This study will address those issues and the role of the public in maintaining a safe environment.

Coronavirus and the creative sector

Research Aim: This study will highlight the impacts of coronavirus on the creative sector, the planning, and innovations to overcome the consequences of COVID-19.

The future of fashion, cultural and creative sector after COVID-19

Research Aim: This study will predict the future of the fashion, cultural, and creative sectors after COVID-19 by highlighting the challenges, various methods to overcome those challenges.

Fashion Dissertation Topics For Students

Topic 1: wool vs. synthetic wool.

Research Aim: This research aims to identify the difference between wool and synthetic wool

Topic 2: The growing popularity of natural fabrics

Research Aim: This research aims to address the growing popularity of the natural fabric

Topic 3: Fashion designing in demand

Research Aim: This research aims to evaluate the demand for fashion designing

Topic 4: Occasion Shopping Vs. Obsession with shopping

Research Aim: This research aims to evaluate occasion shopping and obsession with shopping

Fashion Dissertation Topics for 2024

Topic 1: analysing the role of fashion in re-shaping western-cultural values: a case study of any western country..

Research Aim: Fashion has always played a significant role in everyone’s life. The research aims to analyse the role and importance of fashion in re-shaping and moulding Western cultural values.

Topic 2: How modern fashion of the 21st century represents the political and cultural ideals of the current era

Research Aim: Since the last few decades, the fashion industry has played a prominent role in influencing cultural values. However, this research will be focusing on how the modern fashion of the 21st century represents the political and cultural ideals of the current era.

Topic 3: How has western culture influenced the living standards and preferences of Asian Consumers: A case study of Pakistan and India

Research Aim: The main aim of the research is to analyse and find out how western culture has influenced the living standards and buying preferences of Asian consumers. It is a well-researched argument that The Western world and its culture influence Asian consumers. Therefore, this research will focus on consumers of Pakistan and India and how their buy decisions might be affected by western culture.

Topic 4: Assessing the fashion trends of royal families around the world: Comparative analysis of the UK and Saudi Arabia

Research Aim: Royal families have always been subjected to classy fashion trends, creating an intense impression on the general public. The main focus of the research is to assess the fashion trends of royal families around the world, with a specific focus on the UK and Saudi Arabia.

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Iconography Dissertation Topics

For centuries, fashion has remained connected to the world of celebrities and music, reflecting ever-changing cultural trends. Iconography-based dissertations may discuss the role of icons in fashion and art from a historical perspective.

The iconography subject primarily provides insight into the celebrity culture to understand how they are used and portrayed to promote a certain fashion trend. Some interesting fashion dissertation titles in this field of study are listed below:

• The involvement of affluent female consumers in the fashion industry
• Cultural modernity and fashion journalism in Hong Kong, Singapore and Shanghai
• Alexander McQueen and the perception of fashion – A case study of the five fashion shows
• The impact of fashion journalism on the current fashion industry
• Mad for Madonna: The high and low fashions of Eighties pop culture
• Lady Gaga : Glamorous fashions of the music industry
• Selena Gomez : The teenage style icon for casual fashion
• Eminently Eminem: Fashions of the rapping culture
• James Dean and the Café Culture
• Beyond the Pink: (Post) Youth Iconography in Cinema
• Investigating the impact of celebrity culture on the fashion industry with a particular focus on females’ fashion clothing consumption
• Do celebrity-endorsed advertisements in fashion magazines influence the purchase intentions of generation Y?

Also Read: Psychology Dissertation Topics for 2021

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History Of Fashion Dissertation Topics

Charles Frederick Worth was the first known fashion designer who sewed his label into garments, laying the foundation for the modern fashion industry, including individual designers, fashion houses, and firms. Fashion history dissertations typically use pictorial analysis to draw specific comparisons between the fashion trends of different ages. There is a wide array of research topics to choose from in this very interesting and entertaining field of fashion and culture. Some fashion history dissertation topics are listed below to get you started without any further delays.

• Fashion and Technology: Major fashion trends of the 21st century
• The material culture of women’s accessories – Feminine display, race formation and middle-class performance (1825-1925)
• Investigating American fashion trends through the decades: 1950-2010
• Investigating British fashion trends through the decades: 1910-2010
• Cultural transformation: Feminism in the American fashion industry between 1930 and 1980
• Studying men’s fashion in Britain since 1800y
• How English wedding dresses have evolved over the years – The history and origins
• The impact of ethnic clothing on fashion trends in the UK
• Fools and jesters through the ages
• Women’s shoe fashion trends from 1700 to 2000
• Fifties fashions on the streets today
• Entering the era of liberalism: A closer look at the fashion trends of the 1920s

Fashion Design Dissertation Topics

Fashion designing can be described as the application of aesthetics and design to apparel and accessories. Both social and cultural factors influence fashion design which changes with place and time. In general, fashion designers’ responsibilities include but are not limited to designing apparel and accessories and anticipating varying consumer trends before the product is brought onto the market.

The primary aim of fashion designers is to design clothes that are functional and pleasing to the eye. Fashion design dissertations include research studies on the use of illegal material such as fur, regional styles and traditions, and the relationship between fashion design and leisure activities such as sports and theatre. Some interesting fashion design research questions can be explored in the following subjects:

• How the ball gown has evolved over the decades
• Fashion and Sports: The evolution of swimwear from early to modern
• The influence of Shetland’s textile culture on fashion design
• The modish Victorian challenge to design a bodice
• The eta of manmade dress material: 1900-2000
• Clothing of importance: The tuxedo and the suit since 1800
• Investigating the history and evolution of the hat
• Exploring the differences between UK urban and rural fashion design over the last two decades
• Historical importance of fur with respect to clothing
• Use of alternative materials for clothing

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Children’s Apparel Dissertation Topics

Any form of clothing designed specifically for children can be categorised as children’s apparel. It should be noted that children’s clothing is almost always more sensual and funky than adult clothing. In recent times, gender-based children’s clothing has attracted substantial attention in the world of fashion.

Nonetheless, children’s fashion is an extremely diverse and imaginative market that presents attractive business opportunities. Children’s fashion incorporates emblematic and symbolic imagery – especially relating to the fairytale, folk-lore, and hero-worship, more than any other type of Western clothing. Below are listed some key debates, ideas and discussions which would make enjoyable and  challenging research topics :

• Modern sociology of children and consumption
• Investigating the clothing needs of children with disabilities
• A qualitative study about fashion trends in Western children clothing
• Moral Failure: How media portrays teen girls as a symbol of sex
• School uniforms designs – Society’s attitudes and perceptions
• Embracing ambiguity in the historiography of children’s dress
• Sweet girls and cool boys – A qualitative study to understand the relationship between children’s clothing and gender
• The origin of the motif
• Chains, T-Shirts, and baggy trousers: The meaning of skateboard culture
• Halloween: Fashion and the children’s imagination
• Superheroes: Symbolism and representation in fantastic fashions

Fashion Entrepreneurship Dissertation Topics

A person who owns and possesses a fashion idea, venture or enterprise is a fashion entrepreneur. The activities of a fashion entrepreneur are confined within the boundaries of the fashion industry.

Creating knowledge-sharing platforms and addressing structural and social issues are some of the most important fashion entrepreneurship elements. Starting a new fashion business can be extremely daunting, especially if the economic climate is not suitable. There is a wide array of dissertation topics available in this particular field of study:

• Analysing fashion design entrepreneurship – Challenges and Opportunities
• Factors affecting the performance of small and medium-sized enterprises in the UK fashion industry – A case study of any five enterprises
• The impact of digital marketing on the performance of small and medium scale fashion business organisations in the UK
• Studying iconic women entrepreneurs engaged in the fashion industry
• Fashion enterprise and entrepreneurship education – Guidance for potential fashion entrepreneurs
• Developing a viable business plan for a fashion brand
• The making of the female entrepreneur in the world of fashion
• To study the failure and success factors affecting apparel businesses.
• The importance of the role of trade fairs in the international fashion business
• Social media marketing for luxury fashion brands
• Contemporary issues in fashion marketing

List of Latest Trending Dissertation Topics

• The rise of sustainable fashion and its impact on consumer behaviour in a post-pandemic world.
• Deconstructing cultural appropriation in the digital age: The case of fast fashion and social media trends.
• The influence of streetwear on high fashion
• Exploring the rise of gender-fluid clothing and its cultural significance.
• The body positive movement and its impact on representation in fashion advertising and media.
• The second-hand clothing market boom: A response to environmental concerns or a shift in consumer values?
• Fashion as a tool for social activism
• The impact of globalisation on traditional textile production and craftsmanship
• Artificial intelligence and fashion design
• The digital revolution and the rise of virtual fashion
• Sustainable materials and innovation in the fashion industry
• The ethical implications of fast fashion production
• The role of cultural heritage in contemporary fashion design
• The influence of technology on fashion retail
• The representation of diversity and inclusion in fashion campaigns
• Streetwear as a global phenomenon
• The rise of athleisure
• The impact of social media on body image and the pressure to conform to fashion trends.
• Luxury fashion in the digital age
• The future of fashion education
• The impact of celebrity culture on fashion trends
• The influence of gaming and esports on fashion trends and brand collaborations.
• Exploring the concept of slow fashion
• The role of clothing in self-expression and positive body image.

Important Notes:

As a fashion student looking to get good grades, it is essential to develop new ideas and experiment with existing fashion theories – i.e., to add value and interest to your research topic.

Fashion and culture are vast and interrelated to many other academic disciplines like civil engineering ,  construction ,  law , and even  healthcare . That is why it is imperative to create a fashion dissertation topic that is articular, sound, and actually solves a practical problem that may be rampant in the field.

We can’t stress how important it is to develop a logical research topic based on your entire research. There are several significant downfalls to getting your topic wrong: your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, and there is a possibility that the study is not viable.

This impacts your time and efforts in  writing your dissertation , as you may end up in a cycle of rejection at the initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.

While developing a research topic, keeping our advice in mind will allow you to pick one of the best fashion dissertation topics that fulfil your requirement of writing a research paper and add to the body of knowledge.

Therefore, it is recommended that when finalizing your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.

Remember- dissertation topics need to be unique, solve an identified problem, be logical, and be practically implemented. Please look at some of our sample fashion and culture dissertation topics to get an idea for your own dissertation.

How To Structure Your Fashion Dissertation

A well-structured   dissertation can help students   to achieve a high overall academic grade.

• A Title Page
• Acknowledgements
• Declaration
• Abstract: A summary of the research completed
• Table of Contents
• Introduction : This chapter includes the project rationale, research background, key research aims and objectives, and the research problems. An outline of the structure of a dissertation can  also be added to this chapter.
• Literature Review :  This chapter presents relevant theories and frameworks by analysing published and unpublished literature on the chosen research topic to address  research questions . The purpose is to highlight and discuss the selected research area’s relative weaknesses and strengths while identifying research gaps. Break down the topic and key terms that can positively impact your dissertation and your tutor.
• Methodology: The  data collection  and  analysis  methods and techniques employed by the researcher are presented in the Methodology chapter, which usually includes  research design,  research philosophy, research limitations, code of conduct, ethical consideration, data collection methods and  data analysis strategy .
• Findings and Analysis: Findings of the research are analysed in detail under the Findings and Analysis chapter. All key findings/results are outlined in this chapter without interpreting the data or drawing any conclusions. It can be useful to include  graphs ,  charts  and  tables  in this chapter to identify meaningful trends and relationships.
• Discussion and Conclusion:  The researcher presents his interpretation of the results in this chapter and states whether the research hypothesis has been verified or not. An essential aspect of this section is establishing the link between the results and evidence from the literature. Recommendations with regard to the implications of the findings and directions for the future may also be provided. Finally, a summary of the overall research, along with final judgments, opinions, and comments, must be included in the form of suggestions for improvement.
• References:  Make sure to complete this according to your University’s requirements
• Bibliography
• Appendices: Any additional information, diagrams, and graphs used to  complete the dissertation  but not part of the dissertation should be included in the Appendices chapter. Essentially, the purpose is to expand the information/data.

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How to find fashion dissertation topic.

To discover a fashion dissertation topic:

• Analyse cultural influences on fashion.
• Explore historical and contemporary trends.
• Consider cultural appropriation debates.
• Investigate sustainability in fashion.
• Examine fashion’s role in identity.
• Select a topic resonating with your passion and research scope.

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Fashion Management Dissertation Topics That Will Make Your Dissertations Elegant​

Date published July 31 2020 by Carolina James

Have you eve wondered they why professors and supervisors always compelled students to pay most attention to dissertation topics? The reason is that a dissertation topic carries the whole weight of your dissertation. Therefore, it should be the best possible one and that is the reason you should pay maximum attention to it.

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List of Fashion Management Dissertation Topics and Thesis Title Ideas

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Many experienced writers prefers dissertation ideas over fashion management dissertation topics. Why? Because unlike fashion management dissertation topics, dissertation ideas gives better manageability to the students to mould the dissertation idea in accordance to their needs. For this reason our market specialist writers have prepared the best list of free fashion management dissertation ideas that you can use to custom make your own fashion management dissertation topics.

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Discourse Of A Glossy Fashion Magazine In The Context Of Globalization Changes

This academic article analyses the discourse of modern glossy fashion magazine in context of globalization processes. Globalization processes change the main aspects and subjects of a contemporary glossy magazine. Now on a pages of magazines we can find topics related to politics, economics, social issues. In a consumption area there are currently a new trends that are forming and evolving. They are affect the content of a glossy magazines publications. First - the mass character of the consumption, which mainly touched the luxury sphere, second - the awareness and responsibility of consumption. The aim of the study is to establish differences between the discourse of a Russian and a foreign versions of glossy magazines (by the example of Vogue magazines) under the influence of globalization processes. For this research we used the method of a content analysis of a Russian and foreign English-language Vogue magazines. The sample included all issues of the journal for 2018. Investigated editorial and promotional materials, covers, photoshoots and other illustrations. As a result of the research, it has been established, that the advertorials of the Russian version can be characterized as more conservative, despite the globalization changes that are currently taking place in society. A certain similarity has been revealed: in the conditions of globalization metamorphosis, media consumers are actively involved in coexistence not only with local trends, but also with what is happening in the world. Keywords: Glossy magazine media discourse globalization content

Introduction

Globalization covers almost all aspects of the social life of modern man, and of course, one of the first it touched the sphere of mass communications. That is why it is now so important to pay special attention to shaping the look of a modern glossy fashion publication.

This publication should reflect current trends, not to lose its novelty and authenticity after certain time periods, to differ in quality, delicacy and artistic elegance.

According to Vartanova ( 2009 ), since the late 1990s, “globalization in Russia, as elsewhere in the world, began to be characterized by the inclusion of non-national elements of popular culture in the national context,” which confirms the similarity of the processes taking place in Russian and foreign media. Because of the globalization influence the foreign media standards started to penetrate into Russian journalism. This problem was raised in the works of Kiuru (Kiuru, 2016, Kiuru & Krivonosov, 2018) and Maevskaya ( 2015 ).

The discourse of fashion magazines was explored in the works of Konkov ( 2014 ), Kositskaya ( 2014 ), Moeran ( 2013 ), Sezonov ( 2015 ), Gurova ( 2015 ), Mäntymäki and Soronen ( 2016 ), Yermolenkina and Kostyashina ( 2015 ), Baker Jones ( 2015 ).

Researchers of the development of glossy publications in the modern world are faced with a serious question: if globalization almost always implies unification of processes, mimicking, then how to make these processes synergistic?

Problem Statement

New issues on the pages of glossy magazines.

First of all, globalization processes affect individual regions, which are isolated by their unique culture.

Initially, the gloss described the events of today - what to wear, what to watch, where to go to relax. This is a mirror image of current trends. Politics, economics, topics about social issues - tabooed ( Al’perina, 2003 ).

However, in the modern world, glossy magazines break this stereotype and more often write on a political issues, shoot first ladies on its covers and befriending political leaders. For example, Vogue US shoots for its covers the first ladies of America. As usual, these issues are bought up faster than usual. In many ways, this is done not so much to raise the image of the publication, but for the sake of increasing circulation and quick purchase of publications. So, Vogue shot Michelle Obama on his covers three times. Vogue more and more often photographs on the cover of the first ladies. Modern Vogue is not afraid and does not hesitate to write about politics and introduce political slogans in their shooting. This is a new vector of development of communications.

Also, the Teen Vogue article about politics caused the wide public response. The chief editor of Russian Vogue, Masha Fedorova, also did not believe that there should be a tacit ban on some “inconvenient” topics: “I have never denied myself any social themes. When you realize that you can bring something important to people, then you use every opportunity. You can, of course, write about cool clothes and great jars. If there is an opportunity to talk about something important: life, tolerance, the BDSM community, as far as the law on the press allows, then you need to do it”. Many regular readers oppose the introduction of political topics in fashion magazines, however, it is these articles / issues that attract the most attention and provide the magazine with the survival and construction of new communications with other types of media.

Consumption trends and their effect on glossy magazines

The most popular glossy fashion magazine Vogue was published December 17, 1892. It was originally printed not as a fashion magazine, but as a weekly newspaper. Its publisher and ideological inspirer, Arthur Turnure, was a graduate of Princeton and co-founder of the gentleman’s club Grolier. The first issues of the newspaper usually included 50/50 recent events about fashion and the high life of the cream of New York society. Arthur Turnure himself described the magazine as follows: a worthy authentic magazine about social life, fashion and the ceremonial side of society. On the cover of the first issue there was a black and white image of a debutante - an extra argument in the piggy bank of secular edition. Initially, Vogue was in many ways similar to the modern Tatler - another popular edition of Conde Nast about secular society life, diluted with fashion and lifestyle pages.

But in the modern world the situation has changed radically: now Vogue rather occupies its own, separate niche, has the right to write on a specific cycle of narrowly focused materials, distinguished by their uniqueness and separateness ( Coddington, 2012 ).

It is important to mention that the magazines of the Conde Nast Intl publications came to our country along with the era of the “entry level” of globalization. The franchise way of publications has been very warm welcomed and has become one of the main players in the print market. There are many disputes and conflicts of whether foreign glossy fashion magazines read and buy specifically the target audience, while in Russia they mostly play the role of aspirational magazines, that is what you need and can strive for, and what with a great desire can be purchased. Of course, there is a grain of truth in this: incomes for part of the population in Russia are distributed very unevenly, this path is dotted with bumps and hummocks, while in the West it is more even and much less bumpy.

Everyone can become a self-made millionaire. However, there is also a tendency to “satiation” with luxury, elite means, and, as a result, condescension to mass character and its active integration and consumption even by the tops of society. This clearly proves that the cult of consumption of the late 90s - early 2000s gradually disappeared. People are fed up with indiscriminate consumption and now striving to make it more conscious. Instead of buying a thirtieth bag or a fiftieth calico dress, a modern woman would prefer to set aside her money for real estate purchases or travel.

The latest candid photographs of royals Meghan Markle during a tour of Australia in Asos and Kate Middleton, who often dress in dresses from Zara and Marks & Spencer clearly confirm this example. Of course, they do this not only because the consumption of things has become more thoughtful and conscious, the suite has ceased to be something distinguishable and sublime. This is largely due to the creation of a positive image of the royal family as close as possible to the common people of England, but these functions perform flawlessly.

We will not disregard and numerous celebrities dressing in more budget options for creating more everyday looks and collaborating with mass-market brands.

In the modern world, elitism gives way to comfort, convenience and moderation in everyday life. For the success of sales of glossy magazines in the new fashion world, it is not enough just to create a dream, capture it and then pass it on to your reader as photo shoots, lookbooks, and editorials that a potential target audience desires. It is necessary to create a reason for consumption, to understand a narrow man and his needs and then adjust the magazine content to the needs of a modern reader ( Maevskaya, 2015 ).

Awareness is a new consumer trend, powerfully gaining momentum over the past couple of years. Reflection becomes the main tool of knowledge of the surrounding world, including the fashion segment. Increasingly, in blogs and media, the main question that is being raised is all about how ethical the fast fashion industry is and how sensible it is to buy new fancy things every season ( Skulkin, 2015 ).

Research Questions

RQ 1. What differences can be distinguished in the discourse of the Russian and English versions of Vogue in the context of globalization?

RQ 2. How are these differences reflected in the genre of the editor's letters?

Purpose of the Study

The aim of the study is to establish differences between the discourse of a Russian and a foreign versions of glossy magazines (by the example of Vogue magazines) under the influence of globalization processes.

Research Methods

For this research we used the method of a content analysis of a Russian and foreign English-language Vogue magazines. The sample included all issues of the journal for 2018. Investigated editorial and promotional materials, covers, photoshoots and other illustrations.

What comes to detailed analysis of the structure and aspects of articles of the magazines should pay special attention to the genre of the editor`s letter.

As a rule, it almost always abounds in artistic and expressive means. In the Russian version it is always written polished, in a refined manner of filigree and verifiedness of each written word. This is confirmed by illustrative examples from the text: “To tell the truth, there are few advantages in February. Mostly cons: -10, -20, -30 or as lucky. One thing is good: of all the months, February is the shortest. And thanks to this, winter (in any case, calendar) is the shortest time of the year”.

However, in its quantitative organization and method of writing, the approach to the letter of the editor (Editor`s letter) varies depending on the geographical location and / or age of the publication. Editors in chief of the American and British versions of the magazines tend to do a more consistent presentation of the text, primarily forming its image and relying on what kind of shooting were done for a particular issue.

It is not a secret for anyone that one of the key features of the Russian national character is the love of luxury, sometimes immoderation in consumption, the desire to embrace everything at once

In the American, British and other versions of Vogue magazine, quite often advertisements of titans of the fashion industry can coexist with advertisements of mass-market foundation, lip glosses and shampoos, and are sold very successfully. The Russian audience, on the contrary, responds to such confusion of advertisers (who, despite the mass character of the brand, have huge profits) in a negative way. Still, elitism in this sense should be consistent with the edition, keep the brand.

Even though complaints are received not only from their target audience, but simply from admirers of the magazine who are seeking (or admiring) a glamorous lifestyle.

The advertising market is conservative all over the world. However, in Russia, conservatism has always occupied a special place among the general modernization and digitalization. It is very difficult to imagine how Always advertisement, which feels very comfortable in the British version of Vogue, or the foundation for women 50+ of the well-known mass brand Maybelline, which, although it belongs to L'Oreal, has its own genetic code and recognizable branding, which is difficult to confuse with anything else.

All this characterizes the advertisers and the location of the advertorials of the Russian Vogue as more conservative, despite the globalization changes that are currently taking place in society. So far, such experiments with a decrease in elitism and an emphasis on mass character succeed only in foreign versions of the publication.

In this aspect of the advertising culture, we are committed to the old way of life, which may eventually follow one of the following development paradigms: it will become a distinctive feature of the publication along with the fashionable component (after all, only Russian Vogue can tell something about the real, not calendar winter, in some regions it lasts a little longer than it should be) or, through the prism of globalization, it mimics our Vogue magazine, presents to our amazed and perplexed public to the court, who will either accept these changes or vehemently reject them by writing e-mails to the editors post office .

However, there is a certain similarity - in the conditions of globalization metamorphosis, media consumers are actively involved in coexistence not only with local trends, but also with what is happening in the world as a whole. Who is at the top of the honour, what are wearing, looking and reading abroad, how they dress? All this is symbiotic and leads to a kind of synergy - the development of its own self-identification of a fashionable glossy brand and its transformation into something recognizable.

In the case of brands, a connoisseur will immediately be able to determine the collection of a particular fashion house.

This is non-verbal reading, that the language of the fashion magazine helps to develop its own. It can be both sayings and stable expressions that cannot be translated into another language without losing its full meaning. So, for example, in the Russian-speaking Vogue there are the headings “Then we go to you” - a reference to the famous Tide advertisement, which will be completely unfamiliar to foreigners due to the specifics of the advertising market and its distribution. Also, such games and charades with words and stable expressions are actively used in the “Beauty” category. Here and “Side of a bow”, “Took into circulation”, “Golden words”, “There is something to see”, “Pastel mode”, “Every hunter”.

However, all this is adjacent to allusions to modern cinema, lines from songs, book titles and popular phrases familiar to almost everyone. Such as “In Wonderland”, “Miru Merch”, “American Beauty”, “Treasure Island”, “Star Trek”, “Almost Famous”, “Love Bill”, etc.

These articles showing us that there`s a great symbiotic changes are still happening within the world of glossy fashion magazines, they`re still trying to find a way to combine both russian originality and characteristical manners and modern globalization names and processes. It all shows through a small step towards a new format of changes.

However, we cannot say that globalization changes in a sphere of glossy magazines is either good or bad. They`re can show and reflect onto the russian audience on what`s happening in the world right now, open the curtains and give them a look on the artistic elites, or it can be intimidating, because they`re can belittle the local trends and tendations. So, they`ll appear unintresting and left unreaded.

This clearly shows the modern postmodern world and globalization processes occurring in the society at the moment. However, it will be important to note that despite the active growth of globalization, local franchise publications published in gloss do not lose their uniqueness and originality, and this, of course, is a great merit of editors.

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07 August 2019

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https://doi.org/10.15405/epsbs.2019.08.02.63

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Communication studies, press, journalism, science, technology, society

Cite this article as:

Kiuru*, K., & Isakova, V. (2019). Discourse Of A Glossy Fashion Magazine In The Context Of Globalization Changes. In Z. Marina Viktorovna (Ed.), Journalistic Text in a New Technological Environment: Achievements and Problems, vol 66. European Proceedings of Social and Behavioural Sciences (pp. 541-547). Future Academy. https://doi.org/10.15405/epsbs.2019.08.02.63

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