“ The relatively backward status of fashion manufacturing stands in marked contrast to the aggressive and innovatory profile of modern fashion marketing and advertising. From the late nineteenth century fashion consumption was further stimulated by the development of increasingly sophisticated marketing, advertising and retailing techniques, epitomised by the new overwhelming and luxurious department stores of the era.”

The paragraph above discuses the contrast between the advertising market and the manufacturing standards in the fashion industry. On one hand the advertising market is booming creating high detailed images and creating the impossible, selling a lifestyle by taking an object and turning it in to the impossible, grabbing the consumers attention and capturing their needs and wants in a single image. This then creates a higher demand on the manufacturing industry creating fast fashion of poorer quality garment's. Therfore although technologies are booming faster than ever, for the marketing of the fashion industry, the manufacturing side is struggling to keep up with the standard.

I believe this is very true of the industry as there is a great deal of money going into the marketing side of fashion and little into the actual marketing of a garment which in turn ends in cheap quilt fashion rather than the lushes luxury life style fashion that is portrayed in the advertising.