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IS THE FASHION WORLD FINALLY EMBRACING DIVERSITY?Cultural Approaches
BACKGROUND ON THE FASHION WORLD
• Many models of color from Pat Cleveland and Beverly Johnson to Naomi Campbell, Liya Kebede, Joan Smalls, and Jourdan Dunn, and many others have had a place in the fashion world since the sixties • Progress in diversifying runways has been slow and at
times has even run backward• Now a change in diversity seems to hit the fashion world
again
THE FUTURE FACE OF DIVERSITY IN THE FASHION
WORLD • Mahary is a 24-year-old Canadian who
takes her breezy, down-to-earth attitude
from home. “My parents are freedom-
fighters from Eritrea who fled the
country. Because of that, I’m really proud
to be representing.” ( Mower,2014)
BRUNATHE FUTURE FACE OF DIVERSITY
• Aged nineteen, is French. A confident child of an Italian dad and a Congolese mom, she says that the notoriously tough career path walked by nonwhite models holds no fear for her. “I have my place,” she says, “and I think black models are the future.” ( Mower, 2014)
WHAT WAS THE ISSUE OF EMBRACING DIVERSITY IN THE FASHION WORLD?
• One of the main issues with embracing diversity in the fashion
world is people did not want to pay models of color what they were
worth, for example according to Naomi Campbell former agent
Carole White, during the peek of Campbell career people often
wanted to pay less because she was black even when she was on
the same level as other mainstream super models.
• Fashion Designers often did not want to cast women of color in
their shows but since times have change more fashion designers
are beginning to add diversity to their shows
EMBRACING DIVERSITY IN THE FASHION WORLD
• Designers like Tom Ford have helped bring diversity to the fashion world by adding more color women to his runway shows, Tom Ford also have maintain relationships with Artist like Beyoncé to catch the attention of the hip hop/R&B audience. • “Obviously, it’s huge,” says Ford. “It’s the dominant
culture.” There is no more powerful proof of that than Beyoncé
CULTURAL APPROACHES WHAT IS CULTURE?
• When people think about Culture they might think about
beliefs, family rituals, and religion
• When using a cultural metaphor for the investigation of an
organization you think about things that might make a
organization stand out for an example, you can think about
what makes google different from Apple.
DEAL AND KENNEDY’S “STRONG CULTURES”
• Deal and Kennedy (1982) argue that business success can be enhanced through the development of “strong” culture.• The key components of strong culture is values heroes,
rites and rituals, and Cultural network• Deal and Kennedy believe if organizations have a “strong
culture”, it will be a better place for individuals to work and will improve their performance.
THE KEY COMPONENTS OF STRONG CULTURE :• Values - are the beliefs and visions that members hold for an
organization • Heroes- are the individuals who come to exemplify an
organization’s values • Rites and rituals-re the ceremonies through which an
organization celebrates its values.
• Cultural network- is the communication system through which
cultural values are instituted and reinforced
TOM FORDHEROES: BEYONCÉ AND JAY Z
• When you think about the Fashion line “Tom Ford” you think about the famous people who wear it. For an example, famous celebrities like Beyoncé and Jay Z have became heroes for the Tom Ford brand. • Jay Z helped catch the attention of the Hip Hop audience by
creating a song called “ Tom Ford” which helped bring diversity to the Tom Ford brand.• Now when you think about the brand Tom Ford you
remember a line from Jay Z song “ I don’t pop molly, I rock Tom Ford”
CULTURAL NETWORKTOM FORD
• Tom Ford believes in creating diversity in his
run way show by adding many different women
in his shows that represents different cultures.
• His efforts to connect to the Hip Hop world
through Jay Z has made his clothing line bigger
than ever.
PETER AND WATERMAN EXCELLENT
• After Peter and Waterman study many different organizations that were said to be excellent by employees, they came up with “Themes” that characterized the cultures of these organizations.• The ”Themes” are A bias for action , Close relations to the
customer, Autonomy and entrepreneurship , Productivity through people ,Hands-on, value-driven ,Stick to the knitting ,Simple form, lean staff and Simultaneous loose-tight properties
THEMES FOR EXCELLENT ORGANIZATIONS
• A bias for action • Close relations to the customer
• Autonomy and entrepreneurship
• Productivity through people • Hands-on, value-driven • Stick to the knitting • Simple form, lean staff • Simultaneous loose-tight properties
TOM FORD THE BRAND: CLOSE RELATIONS TO THE CUSTOMER
• Close relations to the customer- A great business gear decisions to the needs of customers
• Through Tom Ford relationships with Actors and Actresses, it has put him in the position to add fashion to many different movie sets.
• Making his fashion line known throughout the world to a different customer
• Olivier Rousteing has created
diversity through his fashion line
by creating a fearless look that will
change the face of fashion • When casting shows Olivier
Rousteing has stated “I don’t see
color, I see attitudes”• He reaches the young culture by
having singer Rihanna wear his
fashions.
DIVERSITY IN FASHIONOLIVIER ROUSTEING: BALMAIN
PRODUCTIVITY THROUGH PEOPLE
TOM FORD AND OLIVIER ROUSTEING • The change has been good for business, more upper-
middle-class African-American clients is buying Tom Ford. • Wealthy markets is now on the rise in countries like
Nigeria, Angola, and Mozambique because of the changed in diversity in the fashion world.• The Fashion industry has become a rising business since
designers connected to the people in the world
A MODEL OF CULTURELEVELS OF ORGANIZATIONAL CULTURE•3 Levels of Organizational Culture:
• Level 1: Artifacts• Level 2: Espoused Values
• Level 3: Assumptions
LEVELS OF CULTURE:• Level 1: Artifacts• Creative atmosphere bonuses given for new ideas!• Affective in careers such as Architecture, Furniture,
Technology, Dress, Written Documents, and Art• Level 2: Espoused Values • Values represent prefaces or what “ought” to happen• Level 3: Assumptions: “Change is good”• Great for Business because it allows people to create
something new
QUESTIONS???1. Will the fashion world ever fully embrace
diversity?2.Will more fashion designers add more
diverse models to their runway shows?
3.What will the fashion industry lose if
they add more culture to the world of
fashion?
WORKS CITED • Mower,S (2014, March 6). Is the Fashion World Finally Embracing
Diversity?. Retrieved October 10, 2016 http://www.vogue.com/865155/fashion-world-finally-embracing-diversity/
• Galloway,S (2016,September 07). Tom Ford’s Inner Life: A Director’s Turmoil, Depression Battles and Staggering Talent. Retrieved October 10, 2016 http://www.hollywoodreporter.com/features/tom-ford-designer-turned-director-925601