The UK fashion industry is estimated to support 797,000 jobs (source: Oxford Economics 2014)
Fashion’s total contribution to the economy via both indirect support for supply chain industries and induced spending of employees’ wage income is estimated to have risen to over £46 billion. An increase of 23% since 2009”.
Particularly, this study case focuses on a remarkable British leading fashion brand:
This fashion brand operates in over 50 countries around the world through 37 directly operated stores and franchises worldwide, including flagship stores in N.Y, London, Milan, Los Angeles and Beijing as well as though 300 leading department stores.
- Alexander McQueen Trading Limited was founded by designer Alexander McQueen in 1992 it manufactures women’s and men’s ready-to-wear designer apparel, accessories, eye wear, and fragrances. The company offers its products through stores, as well as online. McQueen developed his career coming from a modest background.
- Born in Lewisham, son of a taxi driver and a social science teacher, he grew in a council flat.
- Part of his success comes from his controversial work, always challenging the conventional.
- Among his accomplishment, he won the price for British Designer of the Year 4 times, he was also named International Designer of the Year by the Council of Fashion Designers in 2003.
- In 2000 Gucci acquired 51% of his company. In 2012, the closing ceremony of the Olympic Games in London showed, among the most characteristic aspects of London, part of his collection and trajectory.
Furthermore, the UK as a country has been transformed into an international fashion centre, as a global trendsetter. Fashion business among other creative fields such as music, advertising or film, consists a remarkable part of the British identity around the globe. Therefore, it could be argued that the image which the UK presents worldwide is shaped by the UK fashion in relation to other significant cultural associations and factors made and promoted by this country.
- 30.000 advance tickets have been sold from all around the world: Taking account the upcoming Savage Beauty by Alexander McQueen fashion exhibition, in V&A Museum, where does this success come from? Is it the museum's marketing strategy, is it the cultural identity of this fashion brand attractive to the visitor or something else?
- In what extent the fact of being controversial contributes to being a successful and global cultural company?
- The Mayor of London Boris Johnson said: 'I am delighted to support British fashion, which continues to be at the forefront of innovation. From how our designers are working and presenting their collections, to the fast paced dynamism of the retail sector, fashion is utilising the latest technologies to ensure this important industry continues to generate billions for our economy. London is developing a reputation as one of the tech capitals of the world, but it is already a global leader for fashion.' How important do you think is the fact that the fashion industry is supported by local authorities? If so, will it be successful and valuable?
- How a fashion brand is able to manage itself in order to be successful and/or financially sustainable in a global context?
Further useful links:
British Fashion Council, (2014), London Fashion Week and British Fashion Industry Facts and Figures, 12 September 2014, [Online], Available at: http://www.britishfashioncouncil.co.uk/pressreleases/London-Fashion-Week--British-Fashion-Industry-Facts--Figures (Accessed: 30 January 2015).
Moeran, B., & Pedersen, J., (2011), Negotiating Values in the Creative Industries: Fairs, Festivals and Competitive Events, Cambridge University Press