The Globalization Of Fashion Case Study

2359 Words 10 Pages
Register to read the introduction… 2011, where research was carried out regarding the globalization of popular music. The authors allocate the globalization of popular music into three theories of cultural globalization. I will be using the same three distinctions to interpret the globalization of popular fashion, if occurring. The three views on Cultural Globalization are cultural imperialism or hegemonization, multiculturalization and glocalization. According to the first theory of cultural imperialism or hegemonization, certain dominant cultures overshadow other more susceptible ones (Tomlinson, 2000: 80). Dominant cultures are typically exemplified in countries that are economically influential such as the United States or more generally “the west”. This theory of cultural imperialism is in accordance with Wallenstein’s world capital theory, which states that the core (dominant cultures) exploits or overshadows the periphery (vulnerable cultures). Although Wallenstein explains his theory in terms of economic exploitation, one can further attribute it to cultural exploitation or dominance as well, as in this case. It has been argued that this hegemonization creates a more “uniform global culture” that universalizes trends based on the western cultural perception as opposed to a mix of different individual cultural trends remaining distinct from each other (Achterberg …show more content…
The three malls will be chosen based on their popularity and size. I will then look at the mall index and research the nationality of each clothing brand store that is listed. Department stores or stores that are not brands will not be considered. For example, “Hollister” would qualify as a store and a brand because it is both. However, “Sears” or “Wal Mart” would not qualify as brands because they are stores that carry multiple brands. Therefore, to simplify the research only stores that are both brands and shops will be considered for the purposes of this study. The national or internationality of each shop will be then coded. For example, if the American brand Hollister is seen in a mall in New York it will be coded under “0”, since it would be under national boundaries. If however, Hollister is seen in a mall in Amsterdam, it would be coded under “1”. If the number of 1’s exceeds the number of 0’s in a particular nation-state, we can conclude that the dominance of international brands is greater than that of national brands, thus indicating a globalization in fashion brands and their consumption across

Related Documents