Fashionable Spin
By Austin Brentley
We are raised to believe that the best will always rise to the top. If we work hard and pay our dues, we will succeed. But sadly, this is not always the case. Take fashion design, for example. If you have ever visited one of the fashion runways in New York or Paris, you already know that the best attire is not always the ones that you see in shopping malls. In fact, it is quite often the worst fashion that makes the final cut.
Fashion Marketing School Is to Blame
Why is fashion design such a merit-less industry? Why do we flock to celebrated names even though the designs and patterns are hackneyed, unattractive, and tacky? Perhaps fashion marketing school is to blame. For whereas a student of fashion design might produce brilliant and dazzling creations, exposure and connections are sometimes more important than ingenuity and creativity.Do you remember when used jeans were the height of fashion in the early 90s? In fact, there was even a company called Used Jeans that sold beat up, faded dungarees. The success of their campaign does not signal any evolutionary step in fashion design. Rather, the executives involved probably attended fashion marketing school (or a used car salesman seminar). How else could they have convinced millions of Americans to stop wearing their battered jeans and start wearing $50 used jeans? Brilliant.
An Artist of a Different Sort
The truth is, fashion marketing school trains you to become an artist of a different sort. While fashion design requires a certain degree of creativity and ingenuity, so does marketing. If you can capture the public's imagination and manipulate it appropriately, who's to say that you are not as inventive as Ralph Lauren? Marketing, after all, requires that you keep your hand on the public's pulse. You must stay one step ahead of the trends and anticipate what the people want. And if you are really good, you can tell them what they want.About the Author
A freelance writer and researcher, Austin Brentley is an English teacher currently living and working in Yamaguchi, Japan. His previous experience includes working for a lobbying firm in his native Washington, DC and working for various record and television studios in New York. Austin holds a B.A. in history
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