Western Luxury Fashion Industry Media Portrayals of “Asians”: The issue of stereotyping and the perceptions of consumers

Absztrakt (kivonat)

The luxury fashion industry is one of the fastest growing industries in the world. Responding to the increasing demand of the luxury fashion products in the Asia-pacific market, the luxury fashion brands are competing with one another to dominate the Asia-pacific market. The luxury fashion industry has become creative by using the Asian model as the median to connect the Asian culture to the Western luxury fashion. However, sometimes some advertisements were perceived by the Asian consumers as being stereotype and inappropriate. The purpose of this research is to investigate the effectiveness of the Western luxury fashion advertisements portrayal on Asian models and find out the most significance feature of the Asian physical and artistic beauty on behalf of the luxury fashion industries. The quantitative survey method was used to asked the Laotian respondents to ranked the most preferred Asian models out of six Asian models samples in each category of the physical and artistic features of the model. This paper also covered the previous literature about the concept of media, luxury fashion, physical and artistic beauty, and the issue of stereotyping.