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Globalisation abounds in modern society, therefore, global fashion connects people and place on a global scale. Different experts have different opinions for global fashion. For the bad consequence of globalisation, De Mooij (2011, P. 4) pointed that globalisation destroys culture and people wear the same clothes, eat the same food, watch the same movies. However, Storey (2003, P.117) clams that globalisation offers more and more possibility of cultural mixing. This essay will argue that fashion is not the victim of globalisaztion, making the hybridisation not the homogenisation by the result of the sharing ideas and cultures in globalisation. This paper first shows some opinion of experts for fashion globalisaztion and then go on to analyse the phenomenon of homogenisation, localisation, heterogenisation and hybridisation in fashion. The final part of the essay concludes how fashion absorbs and redefines the ideas and cultures and draw a conclusion of the trend of fashion in globalisation.

(???)Fashion globalisation, it has two definition. For one thing, because of globalisation, fashion influences different regions around the world so it is no wonder that American brands appear in Japanese market and Chinese people wear in western style. For another thing, fashion industry sets factories around the world in order to find cheap workers, making cheap clothing. Globalisation makes a channel to communicate and exchange ideas of fashion, Tyler Cowen (2003) points that the exchange of cultural ideas promotes diversity and quality,rather than homogenisation. And Storey (2003) points that culture is related to people’s lifestyle and fit with local culture. Whereas other experts, such as Vivienne Westwood (2012) argues that the fashion is in no sense of style and fashion looks in the same.

People think one culture makes homogenisation which dominates and influences countries around the world. For example, people consider that Americanisation dominates this world in clothes, music and food. However, the author believes that fashion uses local culture to avoid the same fashion in the process of homogenisation. Zara as a typical global fast fashion industry, has different sales policies in the divergent nations even in a city. Zara has almost 4000 shops around the world, to some extent, and the design of shops, the price the brand and framework are similar around the world, but Zara offers different sales strategies and styles in order to cater to various customers. In various shops, it is easily to find own style of Zara and to find a common framework, but it makes use of the local style to take up local market and is based on the need of different people. Zara mainly provides a lot of styles one year and it sends different style of clothes to countries. They put customers in the first place so they need to do the survey in different regions in order to make perfect marketing strategy. Zara has many stores in Chinese, which is very popular in Chinese, because they know how to be sure of the taste of Chinese people and they mainly set small size for Chinese. When you hang out in the street, you can find the trace of fast fashion: Zara. But something is different, such as, you can find Chinese people prefer to wear in small, short and conservative for Zara, however, European people are willing to buy sexy, big and hot clothes, which show the localisation for adjustment. Even more, another fast fashion: HM has also done research and adjusted online advertisement for clothes in order to satisfy local consumers. HM designs Chinese New Year Series and invites stars, who are popular in China, to represent it. In a word, such fashion cases indicate that globalisation does not destroy local culture and adds cultural possibility and diversity in the world. Because of possibility and diversity world, these international fashion industry try best to present a new market of the localisation rather than homogenisation.

The second phenomenon is the heterogenisation of fashion. Globalisation provides an opportunity to share ideas and culture around the world, therefore, it creates more possibility of different cultures and has little influence on each other. For example, Zara as a leading fast-fashion industry shares idea of how to capture fashion trends, design style quickly and sell clothes easily all over the world, and in this way it seems that this world has similar fast fashion factories: HM, Gap and so on, but these factories are totally different with each other. One common feature between HM and Zara is that they use fast fashion business model, but their customers, design ways and publicity are different. First for customers, Zara aims at white-collars who is about 25 or more. While, HM aims at people who are about 15 years old or more. What’s more, the price of Zara is mainly higher than HM’s. Second, for design ways, Zara prefer to let designer take part in fashion weeks for reference around the world and they capture fashion trends and do some change. But for HM, every year, they will invite famous designers join their designing and they put designer series. Third, for publicity, Zara pays little attention to publicity and they just send discount mail to their consumers. However, HM takes effort to advertise their brand and they would invite famous stars to take part in party. For these example of HM and Zara, it is significant to find that fashion industry is not only able to absorb the business model of fast fashion by sharing ideas around the world, but also they take different sales strategies to creates their own culture, which is not in the same.

The last phenomenon is hybridization, combining local culture and global culture. With increasing connection, globalisation gives chance for cultures to come together in hybrid forms with various elements. Storey (2003) believes that there is no conflict between global culture and local culture. For example, Chanel has famous “Paris-Shanghai” show in Shanghai and Karl Lagerfeld adds Chines elements to Chanel. He draws the color of Shanghai culture mainly in blake Chinese red and emerald green. The silhouette of coir raincoat and bamboo hat appears in Chanel suit. What’s more, clothing of men is based on Zhongshan suits and a lot of Chinese silk articles. Chanel as a leading fashion industry absorbs Chinese elements to form hybrid fashion. It is clearly that different cultures stimulate designer’s creation and there is no conflict between Chinese culture and Western culture. In the world, there is no culture exists in isolation and culture should be absorb excellent element from other cultures to form new culture.

In globalisation, fashion trends are influenced by politic, economy, society and technology. First, politic plays an important role in fashion industry, because political events and laws exert influence on fashion. What’s more, the political figure also play a role in fashion trend and people would like to follow someone’s style. Second, for the influence of economy, consumers are careful about spending, looking for durable options and people tend to form the circular economy. Third, for impact of society, fashion is not only the form of beauty, but also represents the message about society of designers. When society has activities, designer wants their voice to be heard by others. Last, the technology influences fashion so designers prefer to take comfort and environment material to consumers with advanced technology, what’s more, technology offers a bridge to export and import clothes.

In a word, this essay discussed the phenomenon of homogenisation, localisation, heterogenisation and hybridisation of fashion by three examples. Fashion is not the victim of globalisation, because globalisation plays an important role in creating fashion, which makes a bridge to connect different cultures and inspire designer’s creation. Although globalisation makes the world smaller and smaller and impacts fashion, consumers are initiative to care the identity and culture of fashion. Therefore, fashion tends to be various rather than the same and makes the trend of hybridisation by sharing ideas and culture in globalisation.