The Meaning of Clothing and Fashion Chapter 1 Fashion Marketing

Why do we wear clothes? Clothing has reflected and continues to reflect what a society goes through at any given time. Artistic imagination, cultural rituals, advances in technology However, the reasons people wear clothes have remained the same throughout time. From the beginning, clothing has satisfied 3 basic needs, physical, psychological, and social.

Reasons for Wearing Clothing Physical Need: protection Weather (windbreakers, raincoats, hats) Environment (shoes, cycling helmets) Occupational hazards (hard hat, pads for football players From Enemies: camouflage, bulletproof vests

Reasons for Wearing Clothing Psychological Need: affect a person’s mental attitude or morale in a positive way Adornment: attractive decoration Culture: society’s set of social norms or values Identification: dressing like other in a group satisfies a need to belong Uniforms Appropriate dress to work, school, church, etc. Dress codes

Reasons for Wearing Clothing Social Needs: social acceptance and admiration important Modesty: covering of the body according to the code of decency of a society Status: position or rank in comparison to others Pricey jewelry, designer clothing= prestige Military uniform w/ medals= ranking officer

Why People Select Certain Clothes Besides physical, psychological, and social needs, additional factors influence clothing choices. Values: ideas, beliefs, and material items that are important to an individual Culture, comfort, price, etc. Attitudes: a person’s feelings or reactions to people, things, and ideas Attitudes are formed from values Values and attitudes are learned and passed from 1 generation to another. How people spend their money shows their personal values. Advertising also influences your values and attitudes. What do you value? Comfort, brand names

Why People Select Certain Clothes Conformity: obeying or agreeing with some given standard or authority Peer pressure Individuality: self-expression and uniqueness Rejecting peer pressure and conformity Personality: sometimes dictates how people dress; the total characteristics that define an individual

Fashion Terminology Garment Accessories Style Fashion High Fashion Mass Fashion Design Classic Ford Fashion Look Taste Avant-garde Fad

Fashion Terminology Booklet Fashion Activity Fashion Terminology Booklet