This was a wake-up call for many and prompted them to take into consideration the problems faced by ethnic consumers at home as well. But this happened quite late considering that even after World War II, most beauty products being sold abroad had pictures of leading Hollywood stars on the packages.
Max Factor was trying to cash in on the celebrity power of Hollywood stars by putting their pictures on product covers and using their faces in advertising. But it was not long before the mistake was realized as cross-cultural misunderstanding began affecting sales. One consultant quoted "a gentleman from India" who explained the problem aptly when he stated, "It would never do to glamourise... A product by utilising a lady in a shimmering white saree with a western style of hair dress in any of the Southern cities [of India]. A cutting of her crowning glory and the donning of white cloth are the insignia of widowhood, a deeper calamity than which there can be none for the Indian woman." He further insisted, "When talking about advertising in foreign countries we should in general forget about American contents, presentation and media of advertising messages." [2]
With important lessons learned in other countries, beauty industry underwent a major overhaul at home as well. Their advertising and marketing strategies changed and became more sensitive to the needs and demands of ethnic consumers within the country. Beauty industry has since then been changing its advertising campaigns to incorporate more ethnic images and greater ethnic participation. The images of beauty and femininity have also undergone changes to accentuate the differences that beauty industry had noticed and taken into consideration when developing its products. Global branding and the demand for ethnic specific products have forced beauty companies to promote and incorporate different ethnic images. "Many complex factors, such as language, habit, traditions, standard of living, cultural background, industrial development, peculiar sensitivities and Nationalism make each marketing area peculiar unto itself," American executives at Avon acknowledged.
Things have changed dramatically now. Black women can be seen on cover...
Delphi Study: Influence of Environmental Sustainability Initiatives on Information Systems Table of Contents (first draft) Green IT Current Methods and Solutions Green IT and energy costs Green It and Email Systems Green IT and ICT Green IT and ESS Green IT and TPS Green IT and DSS Green IT and other support systems Green IT and GHG reduction Green IT and the Government Sector Green IT and the Corporate Sector Future Prospects of Green IT in the software industry The paper focuses on how the
Ethical Practice Involves Working Positively Diversity Difference Counseling is a profession that involves associations based on principles and values ethically. Patients are able to benefit by understanding themselves better and through creating relationships with others. Through counseling, the clients are able to make positive alteration in life and enhance their living standards. Communities, organizations, couples and families are different groups of individuals are main sources of relationships (BACP Ethical Framework, 2013,
He has always kept his focus on the high society types, and has only in the past decade reached to a broader market of young consumers. In conclusion, Oscar de la Renta is one of the premier designers in the world, and his name will carry on long after his death. His clothes are classic ad feminine, and use shapes and colors that are appealing to all women from young
"Social messages sent by clothing, accessories and decorations can invoke social status, occupation, ethnic and religious affiliation, marital status and sexual availability etc." 4.2 Product innovation and technological changes The rapid rate of technological development set the course of development in numerous other domains, including apparel. In this order of ides, the technology adherent to the apparel production process is on its path from computer made designs to technologically improved materials'
Since the 1970s, the global retail clothing industry has experienced intense international competition and major shifts in the pattern of consumer demand. These pressures have had far-reaching implications for the clothing industry in the areas of pricing, design, quality, manufacturing processes and employment (Rath, 2002). According to this author, "In the 1970s, traditional manufacturers, particularly High Street retailers with their own manufacturing capacity, found themselves unable to compete with low
Unintentional Appropriation in Cultures The cultural appropriation concept of using another culture's symbol, genres, artifacts, rituals, or technologies, as per Rogers is just inescapable when two of them had to meet at a certain point of time. This includes both the virtual as well as the representational contacts. Such appropriations involve in exploiting the marginalized and colonized cultures and help in the survival of subordinated cultures. Their resistance to dominant cultures
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