The sharing of ideas leads to homogenization in fashion brands
At present, globalization has caused different parts of the world to become connected as one place. Along with the advancement in technology, transportation systems bring both people and goods from one place to another place. As Water said, globalization has become not only a major historical process that has a great impact on culture but the central substance of contemporary culture (2002). By sharing ideas, people can enjoy the results of globalization. When people enjoy the products of a flourishing market, they also ignore the homogenization of culture. In fact, the diversity of the culture gradually disappears. Fashion branding is one of these aspects that demonstrate the homogenization …show more content…
Aesthetically, the progress of globalization brings heterogeneities to contemporaneous societies. Cowen believed that geographical restrictions in remote areas are liberated, and through technological advances, people can get the products they are interested in (2002). There is a tendency for people to enjoy more and more goods in their own city rather than shopping in remote locations. For example, in London, people can currently buy products from the Middle East, China, or America. The only struggle they experience is finding it too difficult to select what kind of products they would like. Additionally, Berger (1998) mentioned that: "Fashions are related to the characterization of postmodernity, which increases heterogeneity such as the pace of change, the blurring of distinctions and intertextual relationship." Postmodernism is one of the elements that encourage the development of heterogeneity in globalization, which provides more choices for individuals. Conversely, Barber claimed that cross-cultural communications brings homogenization to different societies, reducing the diversity within different societies (2003). Popular culture can appropriate elements of other cultures, which might affect many people. People seldom like to study and follow the culture of a small group of people, and the diversity of culture has been deteriorating. Pagel …show more content…
For customers, people do not like to think of individual styles. Hence, they like to rely on fast fashion and follow celebrities for the cheap versions. As a result, the promotion of fashion brands leads to the plagiarism of others. It is now generally recognised that all ideas are second-hand, but it is certainly not suited for fashion brands. Subsequently, plagiarism between different brands results in homogenization. In 2015, the brand Forever 21 was sued by Adidas. Adidas believed that the use of strips by Forever 21 copied their three-stripe design on a range of apparel, athletic wear, and shoes that misled customers and deceived the public regarding their origins. Forever 21 argued that Adidas' lawsuit was unwarranted, since if warranted, it would appear that no brand is able to use any number of stripes in any location without infringing upon Adidas' trademarks (Matera 2017). Schiffer (2015) assumed that many people on social media censure the copying of designs in the fashion industry, but accusations can only go so far, as the relevant law itself can seem antithetical to the industry. In fact, this has not been the first war between different brands, as Zara, Urban Outfitters, and Nasty Gal have complained about plagiarism. However, without relevant laws, a large number of products will plagiarized by fast moving consumer brands, as people buy similar products around the
At present, globalization has caused different parts of the world to become connected as one place. Along with the advancement in technology, transportation systems bring both people and goods from one place to another place. As Water said, globalization has become not only a major historical process that has a great impact on culture but the central substance of contemporary culture (2002). By sharing ideas, people can enjoy the results of globalization. When people enjoy the products of a flourishing market, they also ignore the homogenization of culture. In fact, the diversity of the culture gradually disappears. Fashion branding is one of these aspects that demonstrate the homogenization …show more content…
Aesthetically, the progress of globalization brings heterogeneities to contemporaneous societies. Cowen believed that geographical restrictions in remote areas are liberated, and through technological advances, people can get the products they are interested in (2002). There is a tendency for people to enjoy more and more goods in their own city rather than shopping in remote locations. For example, in London, people can currently buy products from the Middle East, China, or America. The only struggle they experience is finding it too difficult to select what kind of products they would like. Additionally, Berger (1998) mentioned that: "Fashions are related to the characterization of postmodernity, which increases heterogeneity such as the pace of change, the blurring of distinctions and intertextual relationship." Postmodernism is one of the elements that encourage the development of heterogeneity in globalization, which provides more choices for individuals. Conversely, Barber claimed that cross-cultural communications brings homogenization to different societies, reducing the diversity within different societies (2003). Popular culture can appropriate elements of other cultures, which might affect many people. People seldom like to study and follow the culture of a small group of people, and the diversity of culture has been deteriorating. Pagel …show more content…
For customers, people do not like to think of individual styles. Hence, they like to rely on fast fashion and follow celebrities for the cheap versions. As a result, the promotion of fashion brands leads to the plagiarism of others. It is now generally recognised that all ideas are second-hand, but it is certainly not suited for fashion brands. Subsequently, plagiarism between different brands results in homogenization. In 2015, the brand Forever 21 was sued by Adidas. Adidas believed that the use of strips by Forever 21 copied their three-stripe design on a range of apparel, athletic wear, and shoes that misled customers and deceived the public regarding their origins. Forever 21 argued that Adidas' lawsuit was unwarranted, since if warranted, it would appear that no brand is able to use any number of stripes in any location without infringing upon Adidas' trademarks (Matera 2017). Schiffer (2015) assumed that many people on social media censure the copying of designs in the fashion industry, but accusations can only go so far, as the relevant law itself can seem antithetical to the industry. In fact, this has not been the first war between different brands, as Zara, Urban Outfitters, and Nasty Gal have complained about plagiarism. However, without relevant laws, a large number of products will plagiarized by fast moving consumer brands, as people buy similar products around the