Fashion and Media

In: Business and Management

Submitted By megds
Words 2146
Pages 9
Name
Professor
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October 27, 2012
Fashion and Media The media is constantly inundated with the latest and greatest in the fashion world. This doesn’t happen by chance; designers have to utilize resources as a means of survival. With many top name brands, making a distinguished name is not an easy feat. Gap Inc. has been fighting to make their mark in the fashion industry. They have utilized all six essential communicators of the fashion designer, the retailer, the consumer, the critics, the celebrities, and the culture. All six of the listed communicators use fashion and the language of fashion to create an image of themselves and authorizes that image before some audience. Virtually every culture communicates through fashion. Gap Inc. knows that fashion is a language with an almost limitless number of ways in which a message may be produced. The first communicator is the fashion designer. The fashion designer plays the role of the artist. They are responsible for the designs that we wear. Gap Inc. realizes that their designers can make or break them. Gap entered the market strong in 90’s with the khaki culture. The designers used their art and creativity to make Gap the “must have” wear. Fashion is meant to be a form of artistic expression; it’s the designer’s way to present their “art”. Gap Inc. has had their challenges over the last decade, but they have surfaced again as a fashion expert, setting an expression of what they believe the consumers will purchase. Mr. Murphy stated about his designers, “It’s in the company’s and my best interest to allow the creative team to do what they think is right. “ (Clifford p1) Finding the best way to enter and captivate the desired market is a large part of the creative process. Gap Inc.’s target audience includes the consumer, purchaser, celebrities, and critics. The consumer purchases the end…...

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