
Gender inequality is disrupting today's society. Modern women are not granted equal rights as men. They are considered to be of lower standard and are commonly denied positions of power because of their gender. How women dress communicates their gender role, "society's concept of how  ...  women are expected to act and behave" (Boundless). Consequently, dress defines the societal norm of inequality that exists between males and females. insert narrative to explain claim The fashion industry should promote the gender blur because the marketing, design, and promotion departments have the power to create a new social norm of gender equality and gender-neutrality results in happiness. 

The gender blur is disrupting the social norm of gender inequality. According to Ruth La Ferla, the fashion industry is experiencing a gender blur; "a narrowing of the sexual divide  ...  between conventionally feminine and masculine clothes". Fashion is blurring the lines that define specific gender roles in society. This is largely because of the "growing equality of sex roles in the home, family, and workforce" (Inglehart). More men are doing more of the domestic chores and raising children instead of solely working at an office to provide for a family. In contrast, increasing numbers of women are entering the workforce rather than being limited to the role of a housewife and a mother. Males and females are modeling opposite gender roles. Sometimes, people act and behave according to a combination of each gender role. The gender-neutral clothes worn illustrate the blurred perception of "gender-specific behaviors" (Boundless). The fashion industry has the power to create a social norm of gender equality by encouraging the gender blur. The industry consists of three main departments that have to power to do so.

First, the fashion industry must use the marketing department to define the target consumer that will embrace the "gender-neutral" (Ferla) perception. It is the role of the marketing department to define the consumer, understand their needs, and strategize ways to satisfy them. Women have always been considered major consumers of luxury fashion. As a result of the current growing equality between sex roles, men are increasingly becoming major consumers. Research that shows males are focusing "more on their bodies, fashion and personal style" (Lertwannawit) proves that gender-specific behaviors are being blurred, in terms of consumerism. The fashion industry is appealing to a wide target market, consisting of males and females, who have a demand for clothing that does not define one gender over another. In other words, clothes that embody the gender blur. Marketing managers in the industry develop marketing strategies to satisfy the demand for "gender-fluid fashion" (Ferla). These strategies involve adjusting the marketing mix to best fit the customer's needs. A key component of the marketing mix is the product. The product of the fashion industry refers to the clothes and accessories worn by individuals that express the cultural norms. It is important to focus on appealing to the needs target customer in order to satisfy their demand. 

The design department of the fashion industry is then responsible for creating the supply that matches the demand of the customers. Fashion design is driven by the attitudes of the consumers. Laura Weir, author of "Equal Opportunity", explains that the shift in fashion towards a more gender-neutral way of dress is motivated by society's encouragement of "freedom of expression for men and women". Vogue's Spring 2016 Trend Report reiterates the same point stating that "now is the time to embrace an expansive attitude".  Consumers are becoming more open to the fact that gender lines are being blurred. The fashion industry designs a new "wardrobe to reflect the new mood" (Weir). Designers interpret the unconventional attitude and embody "a widening acceptance of style with no boundaries" (Ferla) in their designs. The designs are not strictly limited to either masculine or feminine characteristics; rather they blend both gender characteristics together. Unisex clothing is a result of the "gender-neutral" (Ferla) attitude. Major fashion brands like J. Crew, Givenchy, and Burberry are producing unisex styles and showing them off on the runways. Some key "gender-neurtal" (Ferla) pieces that are popular among millennials include boyfriend fit jeans, Yeezys, an oversized white t-shirt, and a relaxed fit blazer. These key pieces have become so popular because they are heavily promoted. 

The fashion industry's promotion department has the power to influence customer buying behavior and direct consumer attention to "gender-fluid fashion" (Ferla). Promotional tools, such as advertising and publicity, are used to attract and persuade consumers to buy clothes that exemplify the gender blur. The industry's promotion efforts introduce non gender-specific clothing into a consumer's structure of social networks" (Jannssen). It generates the popularity of clothing trends that influence potential customers. Consequently, promotion is a measure of the impact the gender blur in fashion has on defining gender roles. "Gender and Sociology" by Boundless explains that "gender roles are based on norms, or standards, created by society" (Boundless). According to Boundless, the socialization process describes how gender roles are learned based on the socially constructed associations.  This process occurs through four main agents; family, education, peer groups, and mass media. "Each agent reinforces gender roles by creating and maintaining normative expectations for gender-specific behavior" (Boundless). As a major agent that reinforces the gender roles, the mass media should be used as a promotional tool in the fashion industry to encourage gender equality. The mass media portraying gender-blurred clothing creates the social expectation that people do not have to be gender defined by what they wear. 

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By promoting "gender-neural" (Ferla) clothing, the fashion industry is creating a social expectation of gender equality. Because the fashion gender blur does not distinguish a separation between gender roles, it is encouraging a social standard of gender equality. Instead of the clothes representing an individual's gender role, the clothes reflect their role in society. This shift in society is exemplified through the YouTube sensation, Tyler Oakley. insert narrative on Tyler to emphasize claim The fashion industry is creating a socially constructed association between the gender blur and social equality. That association becomes the new social norm that is inclusive to everyone. "Gender-fluid fashion" (Ferla) makes both males and females feel like they have a rightful place in society.

Individuals who feel like they belong in society are more likely to reach self-actualization. People "experience a sense of belongingness when consuming the same product as their friends, peers, and family" (Jannssen). The gender blur allows different consumers to purchase the same types of clothing and therefore, it satisfies the consumer's need to feel they belong in society. The idea of satisfying human needs in order of priority and ultimately reaching a state of self-actualization is credited to Abraham Harold Maslow, an American psychologist. Human needs, starting with basic physiological needs, are formatted in the hierarchy of needs. Maslow's research in 1954 describes how people need to satisfy their "need for 'identity'" (Jannssen). Non gender-specific clothing identifies a gender-neutral society. When people feel like they belong in a gender-neutral society, they satisfy the need for self-esteem according to Maslow. At this level, people feel accepted and valued by others. People then progress to the "level of motivational development" (Maslow) where they are said to be examining self-actualization. When people achieve self-actualization, they are believed to be reaching their fullest potential and discovering true happiness. Maslow's theory outlined the "difference between striving (doing, coping, achieving, trying, purposiveness) and becoming (existing, expressing, growing, self-actualization)" (Maslow). The difference between striving to be an equal society consisting of and becoming this type of society is the fashion industry's encouragement of the gender blur.

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