IS THE FASHION WORLD FINALLY EMBRACING DIVERSITY?Cultural Approaches

BACKGROUND ON THE FASHION WORLD

• Many models of color from Pat Cleveland and Beverly Johnson to Naomi Campbell, Liya Kebede, Joan Smalls, and Jourdan Dunn, and many others have had a place in the fashion world since the sixties • Progress in diversifying runways has been slow and at

times has even run backward• Now a change in diversity seems to hit the fashion world

again

THE FUTURE FACE OF DIVERSITY IN THE FASHION

WORLD • Mahary is a 24-year-old Canadian who

takes her breezy, down-to-earth attitude

from home. “My parents are freedom-

fighters from Eritrea who fled the

country. Because of that, I’m really proud

to be representing.” ( Mower,2014)

BRUNATHE FUTURE FACE OF DIVERSITY

• Aged nineteen, is French. A confident child of an Italian dad and a Congolese mom, she says that the notoriously tough career path walked by nonwhite models holds no fear for her. “I have my place,” she says, “and I think black models are the future.” ( Mower, 2014)

WHAT WAS THE ISSUE OF EMBRACING DIVERSITY IN THE FASHION WORLD?

• One of the main issues with embracing diversity in the fashion

world is people did not want to pay models of color what they were

worth, for example according to Naomi Campbell former agent

Carole White, during the peek of Campbell career people often

wanted to pay less because she was black even when she was on

the same level as other mainstream super models.

• Fashion Designers often did not want to cast women of color in

their shows but since times have change more fashion designers

are beginning to add diversity to their shows

EMBRACING DIVERSITY IN THE FASHION WORLD

• Designers like Tom Ford have helped bring diversity to the fashion world by adding more color women to his runway shows, Tom Ford also have maintain relationships with Artist like Beyoncé to catch the attention of the hip hop/R&B audience. • “Obviously, it’s huge,” says Ford. “It’s the dominant

culture.” There is no more powerful proof of that than Beyoncé

CULTURAL APPROACHES WHAT IS CULTURE?

• When people think about Culture they might think about

beliefs, family rituals, and religion

• When using a cultural metaphor for the investigation of an

organization you think about things that might make a

organization stand out for an example, you can think about

what makes google different from Apple.

DEAL AND KENNEDY’S “STRONG CULTURES”

• Deal and Kennedy (1982) argue that business success can be enhanced through the development of “strong” culture.• The key components of strong culture is values heroes,

rites and rituals, and Cultural network• Deal and Kennedy believe if organizations have a “strong

culture”, it will be a better place for individuals to work and will improve their performance.

THE KEY COMPONENTS OF STRONG CULTURE :• Values - are the beliefs and visions that members hold for an

organization • Heroes- are the individuals who come to exemplify an

organization’s values • Rites and rituals-re the ceremonies through which an

organization celebrates its values.

• Cultural network- is the communication system through which

cultural values are instituted and reinforced

TOM FORDHEROES: BEYONCÉ AND JAY Z

• When you think about the Fashion line “Tom Ford” you think about the famous people who wear it. For an example, famous celebrities like Beyoncé and Jay Z have became heroes for the Tom Ford brand. • Jay Z helped catch the attention of the Hip Hop audience by

creating a song called “ Tom Ford” which helped bring diversity to the Tom Ford brand.• Now when you think about the brand Tom Ford you

remember a line from Jay Z song “ I don’t pop molly, I rock Tom Ford”

CULTURAL NETWORKTOM FORD

• Tom Ford believes in creating diversity in his

run way show by adding many different women

in his shows that represents different cultures.

• His efforts to connect to the Hip Hop world

through Jay Z has made his clothing line bigger

than ever.

PETER AND WATERMAN EXCELLENT

• After Peter and Waterman study many different organizations that were said to be excellent by employees, they came up with “Themes” that characterized the cultures of these organizations.• The ”Themes” are A bias for action , Close relations to the

customer, Autonomy and entrepreneurship , Productivity through people ,Hands-on, value-driven ,Stick to the knitting ,Simple form, lean staff and Simultaneous loose-tight properties

THEMES FOR EXCELLENT ORGANIZATIONS

• A bias for action • Close relations to the customer

• Autonomy and entrepreneurship

• Productivity through people • Hands-on, value-driven • Stick to the knitting • Simple form, lean staff • Simultaneous loose-tight properties

TOM FORD THE BRAND: CLOSE RELATIONS TO THE CUSTOMER

• Close relations to the customer- A great business gear decisions to the needs of customers

• Through Tom Ford relationships with Actors and Actresses, it has put him in the position to add fashion to many different movie sets.

• Making his fashion line known throughout the world to a different customer

• Olivier Rousteing has created

diversity through his fashion line

by creating a fearless look that will

change the face of fashion • When casting shows Olivier

Rousteing has stated “I don’t see

color, I see attitudes”• He reaches the young culture by

having singer Rihanna wear his

fashions.

DIVERSITY IN FASHIONOLIVIER ROUSTEING: BALMAIN

PRODUCTIVITY THROUGH PEOPLE

TOM FORD AND OLIVIER ROUSTEING • The change has been good for business, more upper-

middle-class African-American clients is buying Tom Ford. • Wealthy markets is now on the rise in countries like

Nigeria, Angola, and Mozambique because of the changed in diversity in the fashion world.• The Fashion industry has become a rising business since

designers connected to the people in the world

A MODEL OF CULTURELEVELS OF ORGANIZATIONAL CULTURE•3 Levels of Organizational Culture:

• Level 1: Artifacts• Level 2: Espoused Values

• Level 3: Assumptions

LEVELS OF CULTURE:• Level 1: Artifacts• Creative atmosphere bonuses given for new ideas!• Affective in careers such as Architecture, Furniture,

Technology, Dress, Written Documents, and Art• Level 2: Espoused Values • Values represent prefaces or what “ought” to happen• Level 3: Assumptions: “Change is good”• Great for Business because it allows people to create

something new

QUESTIONS???1. Will the fashion world ever fully embrace

diversity?2.Will more fashion designers add more

diverse models to their runway shows?

3.What will the fashion industry lose if

they add more culture to the world of

fashion?

WORKS CITED • Mower,S (2014, March 6). Is the Fashion World Finally Embracing

Diversity?. Retrieved October 10, 2016 http://www.vogue.com/865155/fashion-world-finally-embracing-diversity/

• Galloway,S (2016,September 07). Tom Ford’s Inner Life: A Director’s Turmoil, Depression Battles and Staggering Talent. Retrieved October 10, 2016 http://www.hollywoodreporter.com/features/tom-ford-designer-turned-director-925601