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Globalisations of Sportswear: Brand Marketing, Technology and Cultural Agenda, 20th-21st Centuries

One-day workshop, 10am - 5pm, Friday 22 Feb 2019

IAS seminar room, Millburn House

This workshop explores the globalization process of sportswears in the 20th and 21st centuries, mainly focusing on East Asia and Middle East.
Leading fashion scholars from various disciplines, from UK, the Netherlands, Switzerland and Japan will join as speakers.
The first part (10am -1 pm) is a panel on the global marketing of sportswear fashion business, centering sportshoes and swimwear.
The second part (3pm-5pm) reconfigures the cultural agendas and detailed process behind globalization by focusing on Olympics uniform suits and M&S Spencer wears in Hong Kong.

All are very welcome.


9:30 tea and coffee

PANEL I 10am-1pm
10:00-10:10 Welcome , Miki Sugiura and Giorgio Riello

10.10 - 10.50
Pierre Yves Donzé (Osaka University), Ben Wubs (Erasmus University)

The Transformation of Sportswear in a Global Fashion Business: the Case of Adidas

10.50 - 11.30

Thomas Turner (Birkbeck, University of London)

The Sportshoes. A History from Field to Fashion (tentative)

11.40 - 12.20
Emi Goto (University of Tokyo)

Globalization and Standardization: How the Muslim Swimsuits were Created

12.20 - 13.00
Qing Wang (WBS, University of Warwick)
Global Marketing Strategies of Sportswear Brands (tentative)
PANEL II 3pm-5pm
3.00 - 3.40pm
Hissako Anjo (Ochanomizu University)

The Birth of a Symbol. Opening Ceremony Uniform for Japanese Olympic Team in 1964

3.40 - 4.20pm
Regina Lee Blaszczyk (University of Leeds)

Exporting Classic British Style: The Marks and Spencer Company in Hong Kong

4.20 - 5.00pm Final Discussion
Please pre-register with Miki Sugiura, M.