1. In Developed Societies – Western Societies – Many people care about being... FASHIONABLE

2. What do we mean when we say fashion in this class? FASHION defined

3. Fashion as a messenger It’s very telling!

4. Fashion as a messenger What we wear and how and when we wear it, provides others with a SHORTHAND to subtly read the surface of a Social Situation.

5. What message is being sent?

6. What is fashion? It is a form of free speech It embraces all sorts of self-adornment objects, such as: Clothing Accessories Jewelry Hairstyles Health/Beauty Body Art

7. What is fashion? For centuries, individuals or societies have used clothes and other body adornment as a form of NONVERBAL COMMUNICATION to indicate: Rank Class Wealth Gender Sexual Availability Group Affiliation Locality

8. Fashion as Sign System Fashion is a language of signs, symbols, and iconography that non-verbally communicate meanings about individuals and groups Allows us to make ourselves understood

9. Move from fashion to fashionable FASHIONABLE: defined

10. What does it mean to be “fashionable”?

11. Fashionable  It is where people MUST BE seen wearing the LASTEST STYLE of clothing.

12. Being Fashionable is more than dressing! Being fashionable isn’t confined to clothes.  Those who seek to be fashionable decorate their homes in the latest designs and colors.

13. Being Fashionable is more than dressing! Fashion affects many areas of daily life like…

14. Being Fashionable is more than dressing! CARS…

15. Being Fashionable is more than dressing! Restaurants…

16. Being Fashionable is more than dressing! Furniture…

17. Being Fashionable is more than dressing! Leisure activities and so on…

18. Fashion sense and sensibility  Not everyone is fashionable. Because: 1. Not everyone is interested. 2. Not everyone can afford it.

19. Not everyone can afford it, but…  Cheaper today, however.  Cheaper fabrics  Cheaper production methods  Make clothes more readily available to a wider audience.

20. Fashion Past and Present In the Past:  Fashion was exclusive.  Reserved for the upper class.  Everyone else wore clothes they could obtain and wore them for a lengthy amount of time.  Fashions changed at a much SLOWER pace.

21. Fashion Past and Present Today:  Fashion is not exclusive.  Available to everyone.  Society has changed: Disposable/Throw-Away culture.  People wear clothing items for a SHORT period of time and then TOSS it.

22. Types of Fashion 1. Couture or Haute Couture

23. Types of Fashion 2. Designer Wear

24. Types of Fashion 3. Street Fashion

25. Types of Fashion 4. Classic Fashions

26. Types of Fashion 5. Fads

27. Movement of Meaning Culturally Constituted World Made up of objects And these objects HAVE MEANING

28. Advertising and Fashion Fashion and Advertising are the drivers of our consumer society (Look at your Handout)

29. Advertising and Fashion What works and what doesn’t?

30. Advertising and Fashion What works and what doesn’t?

31. Advertising and Fashion What works and what doesn’t?

32. What Works in Fashion Advertising? Peggy and Allen Winters’ Checklist: 1.What evidence is there that the ad’s target consumer has been effectively profiled? 2.Does the ad have an objective? 3.Is the strategy based on product benefits vs. consumer benefits or both.

33. What Works in Fashion Advertising? Peggy and Allen Winters’ Checklist: 5.How does the ad build brand character? 6.Does the execution of copy and art create a tone for the ad that will relate to the target consumer?

34. What Works in Fashion Advertising? Peggy and Allen Winters’ Checklist: 7. Is there a theme which differentiates the brand or the store as brand from its competition?

35. What Works in Fashion Advertising? Peggy and Allen Winters’ Checklist: 7. Is there a theme which differentiates the brand or the store as brand from its competition?