Speech Outline: Arousing Aspirations: Lifestyle Apparel and High-Fashion

Introduction:

-Fashion companies have shifted their market to younger audiences

-Sexualised images in advertisements

-Companies are selling the idea of a lifestyle, instead of selling clothes

-Highly successful technique

-Market segmentation (Smart marketing technique)

Summary: 

-Reichert explains this phenomenon by using various fashion companies

1.) Abercrombie & Fitch (prominent example) 

-Initially targeted the "70s to death" range

-Eventually shifted its target to younger adults and teenagers

-The Quarterly 

2.) Tommy Hilfiger

3.) Ralph Lauren

-Previously synonymous with "patricians hanging out at country clubs, polo fields, and English country homes." 

-Shifted its target drastically by using sexual imagery

-High-fashion brands

4.) Gucci

-Highly sexualised images in its advertisements helped it “[transform] … from a tattered leather-goods company to a dazzling cutting-edge clothing and accessories icon.”

5.) Versace

6.) Christian Dior

-Like others, but incorporated lesbians in its ads

-'Stands out’ from other brands

-Clearly successful -- risk of being outcompeted if techniques are not utilised 

-According to a Market Facts survey, 44 percent of 18 to 24 year olds are more likely to buy clothing, advertised with sexy images

-These advertisements give these fashion brands a new image

My reaction:

-Smart marketing technique
-Market segmentation (in this case, demographics -- age)

Helpful because:

-Popularises brands
-Shapes popular opinions/images of brands

-Fashion companies are more successful (financially)

-Has prevented bankruptcy

-However, clothing companies are selling a lifestyle. Instead of selling clothes, its goals have deviated

-Individuals are conforming to a way of living, dictated by certain fashion companies

-Individuals are not being original -- they are not making choices for themselves 
-May create a conformist culture

-Controversial – the lieutenant governor of Illinois stated that “it’s like saying sex is OK to 12 and 13 year olds.”

-Promotes the idea that we should embrace sex to a greater degree, if we want to be successful, or fit in

Conclusion:

-Clothes companies are changing drastically, perhaps for the better

-Extremely successful, in terms of popularity and financially

-New forms of lifestyle are being introduced

-However, people are becoming less individual
-Controversial