In-depth literature review Essay Example | Topics and Well Written Essays - 750 words

In-depth literature review - Essay Example (p. 17) One of the main strategies of the British fashion industry is the market differentiation. Here, companies that comprise the industry tend to specialize in a sector: menswear, ladieswear, children’s wear, knitwear, lingerie, street fashion, designerwear or accessories (scarves, ties, hats and gloves). At present, there is a governmental agency in the UK called the Standard Industrial Classification that provides a mechanism for gathering statistics and supplying information about an industrial grouping and in defining a market. Also, along with information from trade bodies such as the British Clothing Industry Association, data are utilized to make comparisons among competing countries comprising an industry. This is based on the idea that in the international market has become so saturated that the advantage of the ‘globalness’ itself has been essentially nullified. (Gamble, 2003, p. 346) Now more than ever, it is harder and harder to become a top-level fashion house in various global cities and so greater premium on specialization is evident. Paul de Gay (1997), in his book Production of Culture/Cultures of Production, explored this further as he argued that a comprehensive understanding of fashion in clothing can only be approached through an exploration of the mutually constitutive rhythms of production and consumption, hence mapping the multiple worlds where fashion is produced and consumed is definitely a must. (p. 8) Interestingly, Bruce, Moore and Birtwistle (2004) added that the majo rity of British fashion consumers prefer to buy the diffusion lines of clothing. (p. 160) In the book called, The National Fabric: Fashion, Britishness, Globalization, Alison Goodrum argued that British fashion is precariously poised amidst a clutch of conflicting narratives, representations and ideologies. For her, there is a