Fashion & Marketing

‘Responsible Luxury’

‘Fair Trade’ within the context of fashion, where an emancipation of the ethical consumer “shopping for a better world”, is not always transparent and apprehensible due to difficulties to find a strategy for making the whole production chain ethically secured. Such development might make it difficult for the ethical-oriented consumer, who wants to purchase a…

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“I scream for you”

Today I have some short notice on product communication and post modern message style. By depicting a surgery white Spartan but meticulously decorated room, accommodating an old women being force-fed with ice cream by a robot, Mike Dahlquist, also known as “Mike Diva”, introduces consumer his new commercial for Halo Top Ice Cream. This oppressive…

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How do we know when luxury is luxury?

The philosophy of luxury is built upon a theory that all human beings live in a world that is created by them and in which they find meaning in sumptuous enjoyment. However, what human beings regard as luxury varies through time and space, economic, social and cultural contexts. It is about constant renegotiation in accordance…

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AI Walks You Out of Your Privacy

The gait is not a catwalk privilege anymore but a controversial privacy breaker, helping artificial intelligence (AI) to identify and thus to control you. Chinese authorities have started using a new surveillance tool: “gait recognition” software which uses people’s body shapes and the way they walk in order to identify them. According to Huang Yongzhen,…

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RUSSIAN-VODKA LAWSUIT

In the autumn of 1977 Soviet brands of vodka including Moscow Special, Stolichnaya, Limonnaya and others suddenly became a subject to discrimination in foreign markets. The reason behind it was a number of foreign firms, both European and American, which began to claim the exclusive right to use the name “vodka” for their product, with…

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INSTANT SOFTWARE TRANSLATORS AND THE PHILOSOPHY OF LANGUAGE

The AI assistance, which once started with telling us the weather and timing our eggs while they cook, is now breaking into our linguistic zone. Soon we could be able to communicate in every language on Earth with certain limitations found in Esperanto. In past 18 months Apple, Google, Amazon, and Microsoft have seriously advanced…

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The Real Identity of Digital Lil Miquela

Simulacrum of the Simulacra: hybrid of Barbie, avatar & cyborg In 2016 the Instagram-space was hit by Lil Miquela (usually called Miquela), who is a Brazilian American computer-generated model and music artist [“Not Mine” has attracted 397 635 views on youtube.com] from Downey, California. She has over one million followers on Instagram and some of…

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The “Open Space” of Style

Office dress codes have gone through a certain change recently, following the development of the street style accompanied by sportswear in the aesthetics of fashion. The appearance of new work/home lifestyle has also contributed to the transformation. However, the tailoring is slowly coming back, compromising the average quality of the fast fashion concept and teaching…

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The Concept of Sustainable Luxury

The concept of sustainability was officially established in 1987 by the World Commission on Environment and Development [Brundtland Commission, (1987), p.47]: “Sustainable development is development that meets the needs of the present without compromising the ability of future generation to meet their own needs.” From being a stranger to the luxury fashion as such, due…

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Instagram Scandal – A Threat to the Heterogeneity

Instagram is the second reality of the fashion world today. It is also a strong marketing tool, where everything might start and also fall. The most vulnerable part of it is the consumer who gets directly affected by any changes. The morning scandal around Miroslava Duma’s post with a personal message from her friend has…

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Swedish Fashion – Pragmatism, Newness and Nostalgia

“Be yourself. The world worships the original.” -Ingrid Bergman At the turn of the century Swedish fashion started writing a new history radiant with such names as Acne Studios, Ann-Sofie Back, Lovisa Burfitt, Rodebjer, Whyred, Carin Wester, Sandra Backlund, Helena Hörstedt, Patrik Söderstam, Martin Bergström, Bea Szenfeld, Ida Sjöstedt, Tiger of Sweden, Nakkna, House of…

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“Surprise”-Effect of A Fashion Collaboration

Today a lot of brands are a subject for different types of collaborations such as Louis Vuitton & Supreme, Vetements & Canada Goose. Nevertheless, some things can be learned from the retail experience of the former Parisian store “Colette”. A retail store had a goal to bring together products they liked and couldn’t find in…

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