The Stereotyping of "Asian" Fashion: Marketing Strategy

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Asian phrases, Asian styles, Asian models? Everything has already been seen in the market. These things are brands’ strategies in engaging the world’s fashion market.

Asian models have been dominating the fashion industry. Local Asian brands have also used western models to represent their products. The purpose of this is to present that the style is for everyone, not only to cater for Asian, representing diversity (Cavallo, 2023). Furthermore, this is a way to break the barrier for fashion industry to become more diverse (Cavallo, 2023)

Ming Xi

Beside model, the audience can also see that brands have used Asian culture as part of their promotion strategy. For instance, Dolce and Gabbana, involve Chinese culture, music, and models in their advertisements (Hills, 2021). Although it becomes a scandal because of some acts that are prohibited in the culture like the chopstick scene, but involving Asian culture is not easy as many things need to be understood and consider from the cultural side.

Dolce and Gabbana's Uproar Ad

More than that, models like Kelsey Merritt did her first Victoria Secret runway show as the first Asian model for Victoria Secret Runway in 2018 (Briones, 2018). This presents that fashion started to make history by increasing diversity to the runway, breaking the stereotype of “color” in Asian (Briones, 2018). On the other hand, her presence on the runway able to break the stereotype of Asian physical appearance, which open a chance for everyone to enter the industry (Briones, 2018).

Kelsey Merritt at Victoria Secret Runway Show 2018

These are some ways and examples by how Asian can dominate the fashion industry without differentiating Asian and Western culture, which help to represent the diversity of fashion. Besides, this also help for Western to know Asian brands and Asian knows Western brand from the influences of their role models. Introducing each other to new cultures, new fashion society, and open chances for people around the world to enter and embracing the diversity of fashion industry.

So, this is chance for fashion industry to wider the market, especially for Asian brands. Seeing how Asian brands use Western models with the purpose of expanding the market and vice versa, this will create advantages for both Western and Asian markets. This also open chances for Asian to enter fashion industry, creating opportunities for the industry to embrace diversity, avoid racism, and change the negative mindset around Asian fashion stereotypes to more positive and diverse models.

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Reference:

Briones, I. (2018). Kelsey Merritt Responds to Being Called a ‘White Passing’ Filipino Victoria’s Secret Model. [online] Teen Vogue. Available at: https://www.teenvogue.com/story/kelsey-merritt-filipino-victorias-secret-fashion-show-backlash [Accessed 15 Jul. 2023].

Cavallo, A. (2023). 21 Asian Models Who Shaped the Fashion Industry - Asian Supermodels. [online] L’Officiel USA. Available at: https://www.lofficielusa.com/fashion/asian-models-fashion-industry-heritage-month [Accessed 15 Jul. 2023].

Hills, M.C. (2021). Three years after ad controversy, D&G is still struggling to win back China. [online] CNN. Available at: https://edition.cnn.com/style/article/dolce-gabbana-karen-mok-china/index.html [Accessed 15 Jul. 2023].