Sunday, April 26, 2009

Dictating the Masses

Modern consumerism is often based on corporate decision making. Large businesses are able to fashion styles and thus dictate fashion trends. However these businesses also have the power to influence areas other than the clothing industry. Take for example Abercrombie and Fitch. It certainly has a sense of "trendiness" about their apparel, appealing to the younger generation. It also seems to determine what is sexy or attractive. Their men are stacked with a triangle build. Their women are thin and alluring. In general, however, the population is very unique, with very few fitting their particular standard for attractiveness.
Individuals must stop concerning themselves with popular notion of beautiful. It also addresses the methods by which corporations use to control the public and their customers. This is certainly one example of "gatekeepers" that define and control the nature of style and fashion.
In some sense, the masses are allowing this to happen, buying into marketing ploys.
This particular experiment openly confronts and challenges standards established by the "Market". Surely, the public recognizes the manipulation at hand. The question is, however,
whether the public cares to resist these images.
No doubt the messages is clear as over 100 men shopped shirtless in an Abercrombie and Fitch Store. Men of all shapes and sizes, fat, thin, tall short, young and old, stormed the retail store in search of a new top. Considering the store advertises with many shirtless men, it is ironic they were so against the demonstration. Question: what would happen if the demonstrators were all models, fit and formed to Abercrombie and Fitch's image? Buying into these marketing ploys simply allows corporations to manipulate the public. The people must know. And knowing is half the battle.