Any body covering, attachment or treatment our

appearance Dress is unique to humans Both a social as well as a personal behavior Dress is a cultural universal
Other cultural universals food, law, language

 Dress sends messages to every other sighted human

being with whom we come into contact.

These messages cause others to form an idea about us

and to hold certain expectations that can influence our relationship with them.

 We dress in order to copy the cultural ideal, and by

doing so:

We enhance our sense of self-esteem We increase our sense of belonging to the

group We become more confident We improve our self concept

 Self-concept: Beliefs, feelings and ideas and

individual has about themselves. Conscious and unconscious Apparent Self: What we think others want us to be Phenomenal Self: True identity Ideal Self: The way wed like to be Clothing can be used to help the apparent self appeal to the group, and bridge a gap between the phenomenal self and the ideal self

 Fashion is always a group behavior because it means

something has become aesthetically pleasing to most of the people in the society or culture Huge changes in taste show a change in the way people feel in the world around them

Popular Culture
Trivial Transient Extreme Frivolous

Fashion change is never entirely arbitrary, but ugly things are sometimes in vogue.
Laver, 1937; Simmel, 1904

 We usually dress to cloak ourselves in the

security of fitting in with a particular situation When dress is appropriate for a situation, individuals tend to feel more confident and competent. The reverse is also true.

 Three communicative functions of dress:

Communication
Roles Status

 The transmission by symbols of information and ideas.

Not a likely function of early dress.

For dress to be a language, a shared understanding

must exist of its symbols.

Unfortunately, communication happens whether or not

a shared understanding exists.

 First Impressions: Formed within the first few

seconds
Includes judgments and assessments of the individual,

including personality, social roles and status.

Stereotypes Assumes that a group of traits

automatically go along with one attribute. People have been found to cooperate with other individuals whose appearance is similar to their own.

 Does this look like

someone who would establish trends in high fashion? Do we expect a different clothing behavior?

 Define the individual in society by describing the

special tasks or functions he or she has in that society. Roles are learned. The more clearly defined a role is, the more specific the dress. Roles in the U.S. are becoming less defined, so dress is less specific.

 Dress can help

someone assume a role by helping performance and persuading others he or she belongs in the role.

 A widely popular

expression (in apparel, homes, art, music and so on). How does fashion differ from style? Style = an items characteristics: crew or v neck sweater; it may be in or out of fashion.

D-square fall 06

Fashion is a reflection of the times in which they are created and worn.
Style Interactions Apparel Cuisine Sports Architecture Interiors Automobiles Toys Avocations Pastimes

Fashion is a reflection of the times in which they are created and worn.
Nystroms Framework (1928)

Dominating events
Dominating ideals Dominating social groups

Dominating attitude
Dominating technology

 A trend is the movement of fashion.

Acceptance consumers must buy and wear a style

to make it a fashion Theres no fashion if nobody buys it - Karl Lagerfeld

Timeliness Change; what is in fashion one year

(or season) will be out the next makes fashion exciting

Newbecause

it has been missing or scarce in the marketplace But also A logical evolution from a precursor Building on a successful trial balloon A response to social change An expression of cultural drift

 Innovation Fashion

General Acceptance

leaders pay high prices for new looks. Rise More people start to adopt looks Acceleration Many knockoffs; looks adopted by fashion followers.

Look maximizes its sales potential, can find anywhere. Decline Sales diminish; retailers lower prices, replace the look for a newer trend. Obsolescence Out

 Classics Never become completely obsolete, but

remain accepted for an extended period Fads Short lived fashions, come and go, lack the character to hold consumer attention for very long Cycles within cycles Design elements (color, texture, silhouette) change as the style stays popular

 Fashion innovators earliest communicators of a

new style or look to other fashion consumers.

May or may not be influential in making other people

like the style, but create awareness Provide visual display and initial exposure of the style These people feel more socially secure and are more interested in fashion than other people

 High fashion looks are Mass fashion is made

created by designers and exclusive stores.

Fashion leaders buy

these looks during the introduction and growth stages. The goods are expensive but exclusivity is what fashion leaders crave.

by manufacturers and retailers at many prices.

Fashion followers

(most people interested in fashion) wear mass fashion. Fashion laggards want good value;they buy late.

 Today fashion is an integral part of our economy

and our culture. It is hard to find a product that does not contain some element of fashion!. Fashion drives sales but makes the retailers job more complex.