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Abstract ▼ AI-Helper

The Modem fashion business market is getting bigger day by day allover the world, and consequently the power of the media is also escalating. The elitism, one of the very traditional images of fashion has collapsed, and on the other hand brands are ever more expanding its influence on the masses. Th...

The Modem fashion business market is getting bigger day by day allover the world, and consequently the power of the media is also escalating. The elitism, one of the very traditional images of fashion has collapsed, and on the other hand brands are ever more expanding its influence on the masses. The brand image can only be created through continuous media publicity together with a spot-on marketing strategy. Following from this, it may be argued that Catwalk in modern society has its whole purpose in displaying the images of designers and delivering them further to customers. In fashion business, the image of a designer is itself the image of the brand And therefore Catwalk shows play very important role in brand image making as they are broadcasted allover the world. A Catwalk show was first established with a business purpose, and it indeed served well in attracting publicity from the very initial stage. In the 60s when the ready-to-wear market was introduced, the couturiers in Paris saw their market easing off. And as a way out, they began their license business in the 70s by which the Catwalk shows became more of a marketing means than a means for sale. This change of role set the underlining purpose of modern Catwalk shows, which mainly deliver images than the actual products, with the help of the ever growing media power. And as a nears of delivering images, Catwalk shows changed from its traditional style in order to attract more media attention, namely more spectacular with more ideas. Catwalks are becoming another form of entertainment and are also seeking for more features to become a form of art.

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