Culture has a full impact on the following characteristics; these are used to differentiate one culture from the other such as communication, language, habits, values, beliefs, and dress appearance.
As we all knew, Singapore is a multi-cultural country. Those who are around us every day, they may belong to different countries, of course, they also have their corresponding cultures. If you want to differentiate one culture from another, I think “dress and appearance” will be the most helpful visible expression of one’s culture. For example, most countries have their own traditional, unique garments: Chinese cheongsam, Japanese Kimono, Indian Sari…
(Chinese cheongsam, n.d.) (Jpanese Kimono, n.d.)
(Indian Sari, n.d.)
Anyway, culture inspired people to create a meaning behind fashion and disseminate through society. At the same time, advertising and fashion industry help to transfer learning to fashion related products with symbolic meaning such as “calm, elegance” etc. Finally, those products express their meaning to consumers as they use these products to show themselves. This is the creation of fashion consumer culture; it’s an ongoing progress and consumer will influence by these message on choices for clothes. “One day you’re in and the next day you are out,” frequently we can look up the latest popular culture creation and trends from trade publications, trend forecasting websites, media or even celebrity.
Pop art Fashion creation
(Pop art fashion, n.d.)
Besides that, cultural production system was also existing in the fashion industry. All the individuals and organizations responsible for creating and marketing a cultural product, it’s a process of creating cultural artifacts such as products, services, and symbols. Roughly there are three steps of cultural production system: create new symbols and products; select, producing and managing the distribution channels of new products; Gate Keepers responsible for giving meaning to the new product and communicating these symbolic meaning to the consumer.
(Cultural production system, n.d.)
In conclusions, companies need to “think global, act local”. Company/brand needs to analyze various of different culture before they come out with a new marketing strategy. Every culture is unique with their systems, conversation and rules, so we need to focus on the changes in one culture. At the same time, we also need to focus on commonalities across culture, it reflects impressions of a culture as viewed by outsiders.
Chinese cheongsam. (n.d.). Retrieved from https://www.aliexpress.com/item/New-Arrival-Gold-Chinese-Female-Qipao-Short-Style-Cheongsam-Traditional-Silk-Satin-Dress-Dragon-Phenix-Size/32647386267.html?spm=2114.40010208.4.8.YnSVPV
Consumer Culture: A Reference Handbook – Douglas J. Goodman, Mirelle Cohen – Google Books. (n.d.). Retrieved from https://books.google.com.sg/books?id=nf1CASI9r3EC&pg=PA6&lpg=PA6&dq=fashion+consumer+culture&source=bl&ots=uHiBdVyUoh&sig=mGfRb9eYmaeXzaztFhPWZonDaO8&hl=en&sa=X&ved=0ahUKEwiV9fKjmMzQAhVFNY8KHYOKAu0Q6AEIMjAD#v=onepage&q=fashion%20consumer%20culture&f=false
Creation and Diffusion of Culture. (n.d.). Retrieved from http://k3hamilton.com/cb/cb17.html
Cultural production system. (n.d.). Retrieved from https://www.studyblue.com/notes/note/n/arnoud-ch-14/deck/16479660
Indian Sari. (n.d.). Retrieved from http://www.didiswardrobe.com/traditional-indian-clothing-by-regions-in-india.php
Japanese Kimono. (n.d.). Retrieved from https://www.pinterest.com/pin/411727590908296525/
pop art fashion. (n.d.). Retrieved from http://www.polyvore.com/pop_art_haute_couture/set?id=146119611
THE CREATION AND DIFFUSION OF GLOBAL CONSUMER CULTURE – A WAY TO INCREASE THE FIRM COMPETITIVENESS. (n.d.). Retrieved from ftp://ftp.repec.org/opt/ReDIF/RePEc/blg/journl/226jugarean.pdf