Globalisation and Fashion

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Globalisation and Fashion

• Group A What information do you get about the
  world of the text?
• Group B What information do you get about the
  world of the images?
• (Think about lifestyles and values as well as
  what the place is like)

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Our branded world

• Their names and logos arent splashed on the
  facades of the factories in the industrial zone

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Rows of virtually identical giant shed-like
structures

• through its surrounding fence I could see
  mountains of Nike shoes piled high

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Carmelita Alonzo, who died, according to her
co-workers, of overwork.

• Alonzo had overnights almost every night for one
  week to meet large orders. She had a two-hour
  commute to get back to her family.

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Lines of young women hunched in silence over
clamouring machines.

• Pure, 100 percent production at low, low prices.

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Products are made in the factory, but brands are
made in the mindWalter Landor, president of
Landor branding agency

• 207 factories that produce goods strictly for the
  export market.

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Export Processing Zones

• leading producers of garments, toys, shoes,
  electronics, machinery, even cars.
• In Indonesia, China, Mexico, Vietnam, the
  Philippines and elsewhere
• made-to-order design, materials, delivery dates,
  and rock-bottom prices.
• Levis, Nike, Champion, Wal-Mart, Reebok, the
  Gap, IBM and General Motors

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Hector Liang, former chairman of United Biscuits
The Age of the Superbrand

• Machines wear out.

• Cars rust. People die.

• But what lives on are the brands.

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From No Logo, Naomi Klein (2000)