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Preference:
In a 21st century explosion of the media is the greatest revolution in fashion. Fashion is an indicator of class status, and monopolized by the aristocracy. A lower status group sought to acquire status by adopting the standards of the higher status. Media can be considered as a first medium to disseminate the fashion in public. In this assignment, we will study about the role of the modern media in shaping current fashion. The various elements of media involved in spreading of fashion information in the audience. What a person chose to carry reflects his personality or interest. A person’s choice more or less gets influenced by trend. Fashion is a popular style or practice, especially in clothing, footwear, accessories, home decoration etc.

History:
Fashion has been in the society since the human started with the clothes themselves. Back in the late 16th century and the early 17th century fashion denoted to the class. In ancient times Fashion Plates were engraved and colored with watercolors. In 1880 color printing and a method for making multi colors prints become stylish. In the same period of time magazines were published that played an important role in popularity of news about fashion. With the development of half tone printing process, which enables photographs to be printed on the same page as text without affecting the image clarity, fashion photograph has generated the most widely recognizable and enduring imagery of the time. Fashion television emerged in 1970 and 1980 when cable and satellite broadcasting was booming. The increased adoption of television became an important source of visual persuasion in fashion communication. Most fashion TV programs covered designer collections across the world with designers and models and the seasonal trends. Now in the 21st century the internet has allowed the democratization of fashion. Fashion bloggers are one of the most influential in the diffusion of fashion because they had wiped out the gatekeeper of an industry that used to be hard to penetrate.

Case Study:
The purpose of this study is to throw light on the roles of media involvement in the dissemination on Hijab styles, somehow inspiring women in wearing Hijab. In order to determine that whether the media is commercialized in Hijab modernization to influencing women in wearing Hijab, an analysis has been conducted. The further study will describe that how the media have fully utilized their tools in influence women wearing Hijab irrespective of their real intentions. As in the modern era, technology helps in disseminating information on fashion related to modern Muslim women. Modification in Hijab fashion can be described as one of the fashion styles in today’s market. However, the significance or the real meaning of Hijab is totally spiritual, i.e. To strengthen up in order for no mislead of Islam’s missionary.

Introduction:
Hijab is a headscarf carried by Muslim women, which conceals the hair and neck and generally has a face veil that covers the face except for the eyes. Hijab means the seclusion of women in Islamic societies, customarily practiced to maintain standards of modesty. It is unfortunate that many modern Muslim women have intentional or not, chasing after the latest fashion trends. Like any other clothing Hijab has its regional characteristics.

Problem Statement:
Currently, Hijab is presented as one of the latest trend in fashion which has somehow diverted the true meaning of wearing Hijab. However, It is not a fashion statement. It is an act of the obedience that is clearly defined in pious book Qur’an.
Hijab fashion magazines and the websites teach the styles to the women to carrying Hijab. It gives the ideas to how to match the veil with the shirt, pants and purse. There are some issues that: • Whether women are persuaded by the media that guides the fashionable style of wearing Hijab or following the culture spiritually? • What is the media’s role in term of influencing women in wearing Hijab now?

Modern media and trends:
Modern media is growing at an increasing rate, with millions of people all over the world, generating and sharing content on a large scale that was even barely imaginable a few years ago. This advanced generation has created an extremely competitive online environment. We live in a society that depends upon the information and communication to keep moving in the right direction and perform our daily activities like work, entertainment, health care, education, personal relations etc. A common person in a city usually wakes up checks the TV news or newspaper and indulge in his daily activities. He makes his decisions based on the information that he has either from their coworkers, internet, social sites, news, television, friends, family, financial reports etc. The media makes billion of dollars with the advertising they sell and what people are exposed to. We usually buy what we are told to be good, after viewing hundreds of advertisements we make our buying decisions based on what we have observed through advertisement.
Since global media coverage has tugged at the diverse Muslim image, Eco fashion has not been able to speak out as a mainstream trend of the Muslim style. The various strategies, methodology that have been used are as per follows:

• Target Area: Target area was the place where of women aged 13 years old and above specifically female workers and students that wears Hijab. The main goal for this was the commercializing of advertising or fashion media that directly or indirectly push the women to wear Hijab.

• Research Instrument: This was about creating questionnaires.It is Structured way which is straight to the point oriented method for describing the whole objective. It contains demographic questions. In either instance, the goal of these questionnaires is to conclude the motive of the advertising tools in order to influence them wearing Hijab

• Data Collection: The several structured questionnaire’s answers were calculated according to the objectives of the research.

• Data Analysis The answers of the questionnaires were calculated and differences in answers were compared.

• Sampling: Sampling is the procedure where judgment revolves around the selection of sample. The person due to their involvement as the one who wears Hijab and showing their Islamic characteristics was chosen as sampling target.

Approaches:
Generating demand of a product requires much more than releasing into a market. There is a need for research regarding customer views for the product. After the above mentioned steps in research now it is a need to covert Hijab to the customer needs. Modern media applied various approaches to increase the demand of the Hijab. Some of the approaches are as per below:

• The enhancement of a Hijab fashion magazine published leads to the rise in no of women that wears Hijab. Women have accepted the daily fashion Hijab from the style of Hijab available in magazines and pamphlets • The fashion industry began to more prioritize on the western concept instead of the spiritual concept of Hijab. Media has changed the purpose of Hijab. The fashion concept has prevented the women wearing Hijab from Islamic perspectives. • Fashionable Hijab style followed by the celebrities also pushed women to make a decision for wearing Hijab. Fashionable Hijab has become more to the symbol of a new design by the fashion designers as compared to the pride of Islam religion. • A plenty of respondents agreed that they only wear Hijab because it look pretty and stylish.

Media is a set of experienced professionals who deliver marketing, production of events and conferencing programming services. Newspaper, magazines, TV is the traditional elements of the media. In the 21st century, reaching the target market through the new media channels like email marketing, blogs, location based social networks has created generous results. Websites, Social networks, Blogging, web radio, email advertising, internet advertising, Satellite radio, mobile phones are the modern media elements. Media planning services take benefits of all the tools available. In today scenario the mass has adopted modern media to advertise the products and brands are getting the fruitful and excited results through it. To quote an example, Amazon recently sold more than 1 billion dollars worth of products through cell phones and other devices. Many more examples are there related to the success of modern media. The Fashion industry is also feeling boom in sales due to the usage of internet. The merchants can sell their brands without roaming here and there, which further leads to less traveling and result to cost effectiveness. We shall be discussing the important role of current media through relevant case studies and examples.

1. Burberry: Burberry founded in 1956 has become a British virtue and a front runner in the industry of fashion worldwide. It is recognized as one of the most highly esteemed luxury fashion houses in the market. It is also well known for its trademark tartan pattern and signature trench coat. The brand is well known since Thomas Burberry opened his store in Basing stoke. Now it has several stores throughout the world with a position holder in Interbrand’s “ global Brands Report”. The band possesses class and elegance, this is their quality that they work hard to maintain on their social media platforms. The brand has adopted a consistent theme across all of their streams, from a selected one to the clear strategy. Burberry is remarkably in the forefront of how to connect with the customers. They are a pioneer in the usage of the technology in the fashion industry and create the path in introducing media experience for fashion fans, conducting live streaming of shows, social media purchase facilities, facilitate customers to buy the garments direct from the catwalk, and even they have introduced their own social media site, Art of the trench. The brand has fully embraced media as a means to approach customers and fans, and 60 percent of the marketing is being covered through digital. Burberry possesses a really strong strategy and are one of the most digitally innovative brand. It has created a uniform theme for all the platforms and although the content is similar across all the sites. They are updated enough about what the contents are working best and where it is working best. For an example using Facebook for streaming, posting on Instagrams and encouraging or following by twitter. Their best digital campaign was “Art of the Trench Coat” was first launched in 2009. It attracted the attention of the fans of the brand, who got indulged later by contributing their photographs wearing the trademark Burberry trench coat. This campaign was merely designed as a standalone social media platform. The brand had control over the aesthetics of the site. Moreover, user could comment, like and share the photos on facebook, twitter and email. Later on the brand’s fan base grew to over a million, which was a record in the luxury sector at the time. In later years it was adopted across a number of media platforms like instagram, twitter and pinterest. Burberry is very active on Twitter, posting an average of 5 times a day and have a have a tremendous impact on its previous campaign. It has sold the products through the Buy Now function on twitter. It has three and a half million followers in the five years who are active participant in the application. Images that are shared on the twitter are basically professionally shot to maintain the brand’s sophisticated identity. The celebrity’s involvement is used by Burberry time to time in order to promote the products. Burberry has its largest followers on Facebook, with a mass 18 millions likes and over 84000 visits. The band generally tends to post daily, sharing a combination of videos and photographs of the collections which results to increase in the company sales. The company photo shoots and images of the collections usually receive the highest response. The most successful post received over a one lakh likes and thirteen thousand shares.

2. Asos.com It is a UK based global online beauty and fashion store. It is Britain’s largest online fashion retailers by selling over sixty five thousand products from a mixture of its own labeling. It is offering free shipping to 234 countries and posses local language websites in UK, Germany, France, Spain, Italy, Australia etc. The company has its own twenty nine and point five users per month. The brand has launched their own magazine geared towards their female customer base, which is available both in print as well as online blog that is called “Daily Newsfeed”. The company shares its posts about style, beauty and celebrities in the blogs. The ASOS website is designed in such a way to optimize the experience of the customer, with a range of hand tools, user friendly features on offer, catwalk videos of models wearing products for sale. ASOS fashion finder a popular feature that presents current fashion trends selected by the designers and stylists. At the bottom of the home page links to each of their social media platforms is available. Visitors are also given the option to share the images of the items they like on various social sites i.e. Facebook, Twitter, Pinterest. Apps is also available on the smartphones and tablets make the browsing simple and easy on ASOS store and fashion finder. The company is well aware that their marketing needs to be innovative and fresh, in order to reach and inspire their desired customers to buy the products. For the best response the brand has introduced social media also. ASOS has tits accounts on Linkeln, Pinterest, Google+, However, it is more active on Facebook, twitter and Instagram. ASOS Facebook page Is among the most popular retail brands on Facebook. It has over three and half million followers. ASOS use the page to promote new ranges of products so that sale for the items could be increased, as well as to lead traffic to articles in their online magazine. The band generally post one or two visual updates daily, including weekends that leads to rise hundred of the likes and dozen of comments. The updates that are to be most popular amongst their fans are the ones that indulge celebrities. The posts that influence fans to be involved received a significant response.This is a perfect marketing strategy as it develops a relationship between customers and merchants by valuing their styles and choice, at the same times their favorite items are also available for purchasing on the website. The Consumer usually uses facebook as a mean of contacting the company for inquiries related to buying a product. The company also responds in a very humble manner upon the various queries raised by the customers. The brand is also active on twitter. It has nearly eight lakhs followers on twitter. In addition to that, the company also possesses a separate customer care page that enables it to be updated regarding the customer needs and choices in respect of colours, size etc. This is equally important in order to maintain positive brand representation. Apart from this the company also has the Instagram account. They use instagram on existing trends such as selfies and images of their products. This helps in making the brand relatable for their consumers.Modern media is the perfect tool for ASOS to influence the consumers to buy the items from the company.It allows them to directly communicate with the customers and build a healthy relationship with the consumers. This kind of treatment insists customers to associate with the brand.

3. Michael Kors: Luxury high end fashioned designer Michael kors is ranked among the top ten fashion brands, according to the star count for their use of social media a 20 per cent uplift in sales in North America and 73 percent across its eCommerce site. The chairman of the company quoted that As a company they believe in a dynamic and integrated approach to marketing. This will better inform, encourage, influence, their customers. The result of this is the continuous growth of the brand. The brand has recognized the importance and the expectations of the Omni channel shopping experience throughout all the channels and revamped their sites in the USA and Canada. Leads are being captured by their newsletter and really their social media followers on face book, pinterest, twitter, instagram and you tube are being engaged. The above said are providing the visual appeal of their products. It is very clear that with 3.6 million followers they have a strong following for their luxury brand and are continuing conversations through the clever hash tag campaign. The campaigns that were started in 2012. Driving visitors through instagram competitions have made the brand more sophisticated. Recently they have launched their instakors compaign in which Michael kors followers can shop whilst they browse on their system.They usually invite their followers to sign up with their email ids and instagram handle. As user of instagram application gets engaged by liking an image against Michael Kor’s handle with the hashtag Instakors.The user then receives a follow up mail through the link to purchase the item they liked. It is a very good example to learn how they have integrated themselves as they onboard their customers.

Conclusion: The role of the 21st century media is very important in shaping current fashion. The case study of Hijab makes it very clear that how the media is influencing Muslim women to carry the Hijab. However, it has a spiritual value in their religion still the women want to carry it because of its style. The trend of Hijab is supported by the media. Media has always come with helping hands to disseminate the latest fashion in the market. Earlier the way of the media was traditional now it has been changed to electronic media. In electronic media, we cover the various social network sites, emails, websites etc. A common man’s decision always depends upon his level of awareness and in today’s era, People use internet for being updated what is happening around. The fashion that people come to know through various e channels will get spread off very soon. The case study related to the famous brands like Burberry, Michael kors and ASSA throws light on the importance of modern media in current day fashion. How these renowned brands has influenced the public to purchase their products? It has become possible with the help of the social media only.

.

https://iavoid.wordpress.com/2010/03/19/fashion-diffusion-and-the-role-of-media/

http://www.joig.org/uploadfile/2013/0510/20130510051240774.pdf

http://www.sandamarketing.com/ad_services/media_planning.htm

http://www.smartinsights.com/social-media-marketing/instagram-marketing/michael-kors-case-study-ecommerce-fashion-designer-embraces-instagram/

http://linkhumans.com/case-study/burberry

inkhumans.com/case-study/asos

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