Culture and Fashion Styles: do They Co-Exist in Women’s Fashion Magazines? an Explorative Investigation from New York, London and Bangkok

Textile Science and Fashion Technology

Although print media has recently lost its traction due to the popularity of e-reader and online medium, women’s fashion magazines seem to find their positioning and are expand internationally to capture a larger subscription. They are still widely seen in the waiting rooms of your professional offices. They still serve as a source of fashion trend, lifestyles and social tips. As I teach global marketing, I tell my students about “think global, act local” strategy adopted by corporations. Additionally, I am a travel fanatic and passionate about research in fashion. Then I began to wonder if this “think global, act local” strategy could be true in the case of women’s fashion magazines and their photographic images of fashion clothing.

My investigation aims to examine the specific manifestations of clothing and fashion images portrayed in women’s fashion magazines from New York, London and Bangkok. These three metropolitan cities are not only considered as the fashion hubs in three continents, they also represent different degree of individualistic and collectivistic cultural orientation. Using a quantitative approach of content analysis, I was able to statistically compare the photographic images to draw meaningful conclusion.


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