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