FACULTY COMMUNICATION AND MEDIA STUDIES
BACHELOR (HONS) IN BROADCASTING
BDFTV2018
RESEARCH PROPOSAL:
MEDIA EXPOSURE AND FASHION PREFERENCE OF IRANIAN WOMAN
PREPARED BY:
Davidiyya
PREPARED FOR:
Page
Abstract 3
1.0 Introduction 4 - 5
2.0 Rationale of the study 6 -9
3.0 Problem statement 10
4.0 Objective 11
5.0 Research Question 12
6.0 Methodology 13
7.0 Limitation of the study 16
8.0 Budget 17
9.0 Conclusion 18
10.0 Scope of Reseach 10 - 20
ABSTRACT
In today’s high street fashion competition, designers are adopting strategies to compete and survive in order to capture and maintain market share. Being a seasonal and highly volatile market the fashion market is always vulnerable to the concept of ‘fading-out’. Everyday a new design, style, fad or fashion develops and becomes hype hence fading out the previous fashion. Designers have to keep up the pace of this fast development and creativity in order to survive. This paper would examine the media exposure and fashion that Iranian women need to adopt in order to compete in international market. From the process of internationalisation, to devising strategies, to taking the right decisions for all the different issues that are equally important and carry immense importance. Although there are many dimensions of Media exposure, this focus research would be more for the success of fashion in Iran and other Muslim countries.
1.0 Introduction
Iran is a rich country in terms of both material and intellectual achievements, which represent a society’s culture and civilization. Since different tribes have lived for centuries in Iran, they have developed a variety of costumes and traditions that encapsulate culture and civilization. Reiterating the fact that this research is ideal to designers not only from Iran but other Muslim countries, I would like to point out that since a large number of people are converting to Islam, the possibility of greater understanding and cultural exchanges among Muslim nations will gain momentum. Designers could design beautiful patterns that are suitable for Muslim women, their fashion designs could be promoted. As other Muslim nations based their veil on the Islamic veil used by the Iranian women, it would be a chance to promote their design and show their talent. Thus that would encourage the media to promote the culture of wearing Muslim garments rather than western clothes which would beneficial to all. This research would focus on how must to help the media for such exposure and how to influence more designers from Iran to come forward and be more artistic and colourful.
With the advent of the 21st century, and the new phenomenon of globalisation, the world markets have become closer and are shrinking in size and getting highly saturated yet volatile. This gives rise to competition and survival of the fittest makes the competition even more intense. This is the exact scenario at the current affairs of fashion world. With the high street wars amongst the big designers the ever increasing competition not only gives rise to more options but much better presentation for a customer to choose from. Furthermore, in order to survive in this high paced and intensely competitive market place there is a need to have better design and a better strategy with a clear differentiating stance.
2.0 Rationale of the study
Iranian women preference in fashion has seen a tremendous growth change in the last few decades. Historically certain designs have been limited to the Iranian woman on national level as every country had its own code of ethics to follow. However, due to exposure to the media there is a rise in accessibility, the scope of getting more creative in fashion is becoming more international. As a result of international exposure, the Muslim veil has become a known phenomenon. Although wearing the veil has been in practice for years, the research and contribution towards this subject is somewhat limited.
2.1 There has been some research on Iranian fashion going international but there is a need for a push for more and better media coverage. There has been some literature on Iranian fashion and brand images of Iran but one aspect of Fashion going globally has remained relatively under researched because of the exposure of the woman which is forbidden.
2.2 This research paper undertakes the subject of Media Exposure of Fashion preference of Iranian woman and explores different aspects of design and identifies the level of fashion consistency towards the international markets. There has been little empirical research on ‘exporting’ the fashion image to the international market whereby the issue of competitive positioning and strategic should be taken into consideration. The focus of this paper is focus on the Media Exposure of the Fashion and the preference of the Muslim woman.
2.3 Fashion in Muslim country is emerging as one of the most challenging areas of activity in the western world. Uncertainties because of the culture and the religion, style, colours are becoming a challenge.
2.4 This paper starts by examining the different motives and reasons for a fashion designer to go international and how this process takes place. The literature review would analyses and support the motivation for a Iranian fashion to go international in the global market.
2.5 The development of a strong design that would attract all women in the domestic market, in terms of image, product, and customer service, would seem to form the basis for long-term viability and success in international markets.
2.6 The research questions highlighted in this paper are, how does a Iranian fashion position itself in the international market, and how does it want the international customer to perceive its brand image. In this regard, key issues concerning strategic brand management would be identified in relation to international fashion in the global market. A conceptual framework would then be developed.
2.7 The Rationale review would cover two major interlinked topics. First the preference of the Iranian women and second linking it to media in a way that it would be acceptable in the Muslim culture and also adopted in the international market. The purpose of this paper is to identify the major international market that would contribute towards the success of an international fashion exposure for the Iranian women.
3.0 Problem statement
For this research paper, I would like to compare and contrast the design and fashion use in 6 different Fashion reviews in the Iranian Magazine namely: Zan, Zan e Rooz, Zhanevade, Fatima, Pantea . The specific audience I would like to write for is fashion students because the people who are currently in the fashion industry already know everything about these major magazines, whereas college students tend to be more familiar with only one magazine.
The issue of this study is that the existing fashion magazines are not attracting Iranian designers and public to be more fashionable.
Media is not giving the maximum exposure to fashion in Iran thus the consumer does not have much of a choice in preference.
This issue is not a new issue but there are still no changes about the concept of fashion in Muslim countries.
4.0 Objective
My topic would be mainly useful:
4.1 to people who are interested in fashion and are interested in the same questions I was curious about: such as fashion students, inspiring fashion journalists, and new designers looking to be sponsored or represented by certain magazines in Iran or any Muslim country.
4.2 This would help fashion journalists who are planning to intern or work for a fashion magazine because they would be able to compare and contrasts the different magazines and see which one fit their personal writing style.
4.3 However, this topic would also be helpful to everyday people, mainly woman in Iran, designers who are looking to buy a magazine to base their new fashion style on or use as a fashion guide.
4.4 Since the magazines each depict different styles and advice and since fashion magazines are not exactly cheap, it would guide women to the magazines that would most benefit them. And also to support Iranian designers to explore fashion on a larger scale and inspire to use local costumes to inspire new designs and Ideas.
4.5 To find out the how the Media portrays Iranian Fashion
4.6 To Find out the preference of the Iranian Fashion
5.0 Research Question
5.1 What do you think is the Iranian women prefer to wear?
5.2 What do you find lacking in the Iranian fashion?
5.3 What are the weaknesses in the Media exposure of the Iranian Fashion?
5.4 To encourage designers to be more colourful and descriptive, what are the solutions?
5.5 Who is responsible to change the concept the way the media portrays the Iranian Atire and costumes?
6.0 Methodology
This study is seeking to fill the gap in the literature and examine the association of Iranian preference for fashion and exposure to western media in the Muslim world especially Iran. This study used questionnaire as its research design to examine between 6 newspapers the different exposure to media. The target population for this study is students and staffs from different schools especially those from the Muslim countries. For this study, the sampling technique that is going to be used is the random sampling and Cluster sampling. Different types of techniques in random sampling can be use and the one I have chosen is the simple random sampling and cluster sampling as these methods are the most accurate methods of selecting samples from population. A total amount of 150 questionnaires will be distributed out to fashion students and staffs of University and public in general.
6.1 Methods
6.1.1 Participants: 150 design students from different college.
6.1.2 Material: Questionnaires consisting of 30 questions.
6.1.3 Procedure: Go to the different universities and give out the questionnaires especially to Iranian student and other Muslim nationality
6.2 Research Design
Quantitative research method will be use for this research. Research methods under this technique are survey and content analysis.
6.3 Questionnaire design
To meet the objective of the research a questionnaire will be design in multiple-choice questions and will be divided into five sections:
Section A: background of the respondent
Section B: About Fashion in Iran
Section C: The role of media in covering fashion in a Muslim country
Section D: The weakness of Iranian Fashion
Section E: What are the solution?
7.0 Limitation of the study
Limitation and constraints are obstacle that I met when doing the research such as:
7.1 Time: When conducting a research, it is very important that you have sufficient time for collecting data and research materials. It is very time consuming when distributing questionnaire and picking up.
7.2 Cost: Transportation, printing materials, distribution all cost money.
7.3 Data: collecting the accurate data is also a factor in a research study. Thus the answer that one would get would not always be 100 percent accurate.
8.0 Budget
A budget must be allocated for conducting of research as you need resources to complete the research. A sample of a budgetary is:
1. Printing materials
10 pages of questionnaire x 150 RM 150.00
2. Transportation
50 per day for 3 days RM 150.00
3. Per diem
For meals and drinks per day RM8 RM24.00
4. Stationary
Pen RM2.00
Notepad RM1.40
5. Petty Cash RM25.00
Total RM352.40
8.1 The running schedule for the research is to me conducted in a period of 3 months continuously.
9.0 Conclusion
The type of costumes used by the people of a particular region reflects the lifestyle and beliefs of a society, as well as their economic and political conditions. Iranian tribes have always adhered to their customs and traditions, while incorporating certain changes. Designers of Muslim costumes believe using traditional designs and styles in shaping fashion and setting a trend can attract more people and demonstrate the artistry and taste of Iranians
It is evident from these studies that past performance can be a very good source of learning, identifying factors of success, and attributes of failure. Thus preventing further failure and identify success factors for the fashion industry in the international market. This paper has identified the importance of preference of the Iranian woman at the same time keeping its traditional costumes and maintain its culture.
10.0 Further scope for research
10.1 This paper leads to future research activities as well. There is a scope for research on subjects like evaluating and measuring the success of a fashion in a Muslim country after changing the concept of only covering up. It can be evaluated as to how successful the designers were and which attribute contributed most towards this success.
10.2 Another aspect for further research can be the study of Iranian perception in the international market towards these international fashion designers. How would a customer perceive a particular fashion brand entering an international market equipped with its branding strategies, and how would this customer position this brand while competing with local and already present fashion brand in the market.
10.3 New fashion trends in international market can be compared to that of existing products and observed how much can one to adapt towards the internationalised market and not losing their identity and respect. Sometimes replicating the actual identity is a necessity to convey a better image, but sometimes due to certain restricting international the image needs to be slightly changed. To what extent this change can occur and how flexible can the media be in portraying fashion and at the same time preserve the dignity of Muslim woman can be a measure of further research study.
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