The Meaning of Clothing and Fashion Chapter 1 Fashion Marketing
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 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
Why People Select Certain Clothes Conformity: obeying or agreeing with some given standard or authority Individuality: self-expression and uniqueness Personality: sometimes dictates how people dress Lifestyle affects clothing choice Advertising and Marketing
Fashion Terminology Garment Accessories Style Fashion High Fashion Mass Fashion Design Classic Ford Fashion Look Taste Avant-garde Fad