The Meaning of Clothing and Fashion Chapter 1

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 Activity Fashion Terminolog y Booklet