The Meaning of Clothing and Fashion Chapter 1
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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
