1. The Meaning of Clothing and Fashion
Chapter 1
Fashion Marketing

2. 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

3. 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

4. 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

5. 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

6. 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

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