This chapter is an introduction of Advertisement and the
variety of methods it withholds alongside. I have explained what advertising is
within the next chapter. As well as this there is information of the clothing
industry and what it has involved. I will then go on to explain my research
question and end of with a brief outline of this dissertation and its tiles. This
dissertation will be focused on both high-street methods of fashion as well as
designer brands. The fashion brand itself is determined to one clothing item
worn by both genders’ which is a pair of jeans and how they have grown and
established throughout the years.
Advertising was first introduced in 1704 as a newspaper
advertisement, seeking a buyer for an Oyster Bay, Long Island estate. This went
on to 1729 where Benjamin Franklin published the Pennsylvania Gazette in
Philadelphia which introduced room for “new advertising” (The History and
Evolution of Advertising (2017).
Advertising wasn’t always how you would see it to be in
today’s generation. Advertising was first invented through infomercials on
radio, old fuzzy TV advertisements as well as billboards. There has been a
dramatic change between then and now which impact the consumer’s lives within
itself. One of the biggest improvements for advertisements has been through
technology and different methods brands choose to gain their consumers trust
and attention. (The
History and Evolution of Advertising 2017).
The clothing industry is very competitive and time
sensitive. The UK fashion industry within the United Kingdom has previously
been worth £28 billion. £57.7 Billion was spent on clothing, accessories and
footwear in 2015 which has been estimated to increase of 12.89% between 2015
and 2020 (UK
fashion industry statistics & fashion retail stats).
Clothing brands are segregated in to two groups which
include your high-street brands such as H&M, Topshop, New Look, Zara,
Mango, Levi’s etc. Then you have your brands such as Louis Vuitton, Valentino,
Versace, Armani, Prada. The Clothing industry has always developed though its
brands. Successful brands have become on going in different locations such as
Armani or a high-street store such as select which is located around the United
Kingdom. The industry itself is worth Millions due to the quality as well as
quantity of clothing sold to consumers (Tell, C. 2007).