C/M/25. The forces of globalisation have produced homogenized, standardized masses of consumers. Discuss this argument with reference to fashion.

Conclusion: Globalisation is likely to become a more open and legitimate process. Critics may argue that it is creating a homogenized, Americanised culture. Yet it is increasingly the distinctive national or local products - Australian wine, Scottish whisky, Indian curry, or Japanese sushi - that are spread by the global markets. The pessimists see the masses as miserable dupes who can be reprogrammed by advertising. But watching American television programmes does not make everyone American. From country to country people have different type of clothes due to the difference in climate, traditions and religions: in India it is sari; in Japan it is kimono; in Scotland it is kilt; in Muslim countries men and women wear clothes that cover all their body, and etc. Certainly, young generation almost wears the same style of clothes around the world resulting from the dominant power of television, Internet and other media, however, even young people try to be unique and have some heritage features. To conclude the discussion it should be said, that fashion is certainly affected by globalisation trend, however some national and cultural attributes still exist and will always exist, differentiating one nation from the other.