An examination of the impact of cultural changes, in particular popular music, over the past fifty-five years on retailing, in particular fashion retailing
An examination of the impact of cultural changes, in particular popular music, over the past fifty-five years on retailing, in particular fashion retailing
Fashion and popular music are constantly adjusting and changing as they are being impacted on by factors such as current social-cultural changes and the economy. This essay is exploring how these two elements have changed, affected and influenced each other over three decades in the late 20th century. Data will be gathered in the form of primary research, academic literature and other media-related articles to support the theory with evidence and practice, before attempting to predict what this means for fashion retailing in the future.
It is evident that the varying economic state of Britain had a huge effect on consumption in the music and fashion industry. In the 1960’s, often referred to as the defining decade of the 20th century, there was said to be a major change in young fashion as a ‘reaction to the dismal war years and the restrictions of the ‘50s.’ (Tregidden and Robertson 2007) Respondent 1, a post-war child, who remembered spending what little disposable income she had on current trends, confirmed this. Her fashion choices were greatly influenced by Top of the Pops, whose artists, in particular Carole King, reflected the freedom lifestyle typical of the hippy culture in the 1960s. A podcast on BBC radio 2 suggested that, in Carole King’s hit track ‘Pleasant Valley Sunday’ she used her “uplifting, powerful and positive character” to create a “social commentary on status symbols.” Respondent 1 felt encouraged by Carole’s music, to begin treating herself to luxuries that weren’t available during the war, which mainly consisted of fashion clothing. This idea is supported by Shinobu (2008 p.513) who stated that it was at this time “clothing transformed from durable goods to consumables” as “the fashion boom was seen first among young people who gained from the post-war full-employment regime,
Fashion and popular music are constantly adjusting and changing as they are being impacted on by factors such as current social-cultural changes and the economy. This essay is exploring how these two elements have changed, affected and influenced each other over three decades in the late 20th century. Data will be gathered in the form of primary research, academic literature and other media-related articles to support the theory with evidence and practice, before attempting to predict what this means for fashion retailing in the future.
It is evident that the varying economic state of Britain had a huge effect on consumption in the music and fashion industry. In the 1960’s, often referred to as the defining decade of the 20th century, there was said to be a major change in young fashion as a ‘reaction to the dismal war years and the restrictions of the ‘50s.’ (Tregidden and Robertson 2007) Respondent 1, a post-war child, who remembered spending what little disposable income she had on current trends, confirmed this. Her fashion choices were greatly influenced by Top of the Pops, whose artists, in particular Carole King, reflected the freedom lifestyle typical of the hippy culture in the 1960s. A podcast on BBC radio 2 suggested that, in Carole King’s hit track ‘Pleasant Valley Sunday’ she used her “uplifting, powerful and positive character” to create a “social commentary on status symbols.” Respondent 1 felt encouraged by Carole’s music, to begin treating herself to luxuries that weren’t available during the war, which mainly consisted of fashion clothing. This idea is supported by Shinobu (2008 p.513) who stated that it was at this time “clothing transformed from durable goods to consumables” as “the fashion boom was seen first among young people who gained from the post-war full-employment regime,