Fashion Marketing

Paper Summary:

In this paper, the researcher proposes examining the ways in which fashion, pop icons, singers, actors and other celebrities influence fashion trends and marketing techniques adopted in Thailand. The researcher aims to accomplish this through survey questionnaires mailed to a selected population of Thai citizens aged 18-40. The researcher expects the results of the study to show that the West has had a significant impact on Thai fashion marketing, especially within the last decade.

Outline:
Introduction
Literature Review - Historical Background
Methods

From the Paper:

"Many have linked modernization with Asia as Westernization, claming that much of what occurs within Asia revolves around changes in Western culture (Sheridan, 1999). This is evidenced in many ways, including by examining the influence Western culture has had on Asian culture with respect to popular culture, media and even fashion (Sheridan, 1999). There is direct and indirect evidence that the West has had a dramatic impact on Asian culture in the last several decades (Sheridan, 1999)."

Sample of Sources Used:

• Griffiths, I. & White, N. (2000). The fashion business: theory, practice, image. New York: Berg.
• Jones, C., Leshkowish, A.B. & Niessen, S. (2003). Re-orienting fashion: The globalization of Asian Dress. New York: Berg Publishing.
• Le Roux, P. (1999). "To be or not to be... the cultural identity of the Jawi (Thai)." Asian Folklore Studies, 57(2): 223.
• Sheridan, G. (1999). Asian values, Western dreams: Understanding the New Asia. St. Lenoards, NSW: Allen & Unwin

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• Essay # 60878 : "The U.K. Fashion Market"

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