Marketing and Fashion

Gibson uses fashion to explore how ideas are marketed in the twenty-first century. The business models of the fashion world often lead to inferior products and shoddy business practices.

Meredith’s story highlights the failure of the mainstream fashion community. Meredith used to work as a model. She was flown around the world to model clothing, but she recalls being often so desperate that although she was in Vogue she could not afford to buy it. Ultimately, she characterizes the fashion industry as stumbling from one season to the next.

In contrast, military garb has been enduring. The design team at Blue Ant explains that most of men’s fashion in the twentieth century was influenced by military fashions, ranging from the trench coat to bomber jackets. However, they have determined that the American military has failed to come up with new fashions for the twenty-first century that are capable of competing with street wear. Although only American businesses can manufacture clothing for the American military, Bigend hopes to acquire a recession-proof contract to design clothing for the American military. The most iconic design currently on the market is being produced by Gabriel Hounds, and Bigend hires Hollis to find the designers of Gabriel Hounds to help him land his design contract.

Clothing produced by Gabriel Hounds is of very high quality and is described as “real, not fashion.” When Cayce Pollard reveals her approach to design, she explains that American-made shirts that sold for a nickel at the start of the twentieth century were actually made to higher standards than most contemporary clothing. However, to make that clothing now would require the shirt to cost hundreds of dollars.

As such, Gabriel Hounds should be an impossible line of clothing to produce profitably, just as Meredith’s attempt to make quality, durable shoes failed. However, Gabriel...

(The entire section is 797 words.)