Fashion Trends Analysis PDF

FASHION  Fashion = a general social phenomenon that affects society as a whole. A specific style is only declared or deem a fashion item when a large group of individuals accept it. Fashion can refer to a varie...

FASHION  Fashion = a general social phenomenon that affects society as a whole. A specific style is only declared or deem a fashion item when a large group of individuals accept it. Fashion can refer to a variety of things – FASHION clothing, make-up, music, architecture, DEFINITION languages and hairstyles. NB fashion is said to be a code language of status Meaning that the incorporation of ‘fashion’ items into ones wardrobe results in a higher ‘status’  TERMINOLOGY “standing still” of fashion = clothing items that have not changed despite the number of years e.g., academic regalia, pope robes. Clothes worn before 1920 = antique 1920 – 1960 = vintage or “Retro” (retrospective) Reproduction or “repro” garments are copies of styles of a previous era. Recently produced garments = modern or contemporary fashions.  1. ECONOMIC FACTORS FACTORS 2. SOCIAL FACTORS INFLUENCING FASHION TRENDS 3. POLITICAL FACTORS 4. TECHNOLOGICAL FACTORS  ECONOMIC FACTORS Recession, depression, inflation, affluence (amount of money) and poverty. Will influence the amount of money one has to spend on clothes. Fashion can be bought across a variety of price ranges, thus allowing for variety of price options. Ability to buy on credit and stores due to credit facilities. Allows individuals to purchase items (in higher quantity) and pay later  In less affluent communities where poverty prevails, almost no fashion changes take place. Upcycling = the recycling or upkeep of clothing As a result of a weakened economic climate, people are having to keep their clothes for a longer period of time. Swop clothes parties or creation of new products from old clothes Overall aim = to be kind to the environment  SOCIAL FACTORS Different fashions are demanded by different market segments = people of different ages, cultures etc. Religion = certain religions are quite prescriptive as to what followers can and cannot wear. E.g. Islamic Bhurka Culture = due to immigration and individuals living in a multicultural society, different garments and accessories have been accepted and thus worn by other cultures E.g. Italian leather jackets, Chinese linen pants  Education: better education = better job = better pay therefore wider view of society and fashion Lifestyle changes = the manner in which we live is constantly changing, people work from home, or work in coffee shops. Thus, creating a more casual approach to the traditional “office outfit”. Wide variety of jobs = different level of expectancy of clothing at work Increased mobility = people travelling and being exposed to other cultures and trends. Also refers to the mode of transport e.g. women using bicycles  Women at work = today it is natural for women to work. The overcoming of stereo types has resulted in a unisex look e.g. suits and trousers are often worn by women War, geographic disasters and current events (Olympics, Wimbledon) can influence fashions e.g. creation of “Army” style garments for everyday. Famous people = have a major influence on the style of clothing that develops into a fashion trend. The media = movies, magazines, the internet, Instagram etc. all influence what we deem as “in fashion”  POLITICAL FACTORS Legislations = in some countries, the dress code of individuals is enforced by the law. Dubai – all women have to cover their arms and chests. Countries with good trade relations amongst other countries are exposed to many fashion influences. Political personalities can also influence fashion trends. E.g. the famous Hilter Moustache.  TECHNOLOGICAL FACTORS Continual invention and development of new textiles and fabrics create fashion changes e.g. new fabrics with improved elasticity or minimal creasing Developments in the manufacturing industry = faster production process, saving time and money Easier communication due to internet etc. Individuals exposed to new trends at a faster rate. Improved distribution methods bring new fashion garments to stores within days.  THE FASHION CYCLE Fashion comes and goes in waves = cycle of fashion = way fashion becomes popular and then declines in popularity. Fashion can be introduced in three ways: 1. TRICKLE DOWN THEORY 2. TRICKLE ACROSS THEORY 3. BOTTOM UP THEORY  TRICKLE DOWN THEORY Fashion introduced by top world designers These designs are displayed on the runway of fashion shows and then TRICKLE DOWN to the man in the street.  TRICKLE ACROSS THEORY When a celebrity wears a specific look This is then accepted by the masses E.g. Rachel Green hair style  BOTTOM-UP THEORY When young, lower income groups develop a new look which is then copied and implemented into the current fashion trends Streetwear, flat caps, hoodies, beanies  INTRODUCTION Fashion designers/houses introduce a new fashion to the market for the first time. It is at this stage that new fashion is shown on catwalks and worn by celebrities. It is not yet available in stores, and is only found in expensive boutiques or directly from the designer  RISE More people begin to accept the fashion and buy it. Popularity increases Fashion items are produced on a larger scale, resulting in lower prices Advertised in magazines/billboards/social media accounts.  PEAK The fashion reaches the height of its popularity and many people wear it. Mass production of fashion items occurs and it is available in most stores at affordable prices.  DECLINE People become bored wit the fashion and are on the lookout for something new. Fewer people wear it, and the fashion becomes less popular. In order to get rid of stocks, stores mark them down as sales items. A new fashion is now introduced.  OBSOLESCENCE/END The fashion cycle is now complete Garments go out of fashion and few people are still wearing them. They are sold at very low prices on sales. The old fashion dies out and disappears.  Style = the specific characteristics that make one product or item different from another NB not to confuse ‘style’ with ‘fashion’ Classic styles = timeless, always tasteful and deemed as in fashion e.g. little black dress. MORE FASHION Simplicity; remain popular; suitable for most TERMINOLOGY people; worn over a long period of time Fads = an item that comes in and out of fashion quickly. Common occurrence with teens  Haute couture = high fashion o Styles created by fashion designers = exclusive original designs o Very expensive due to unique style, quality of fabric etc. o Often garment is not mass produced = unique collection o Styles and ideas within the garment differ to existing styles garments o When high fashion designs are copied by big clothing companies the style is referred to as high street fashion  FAST FASHION Term used to describe clothing designs that move quickly from the catwalk to stores to meet new trends. Fast fashion allows mainstream consumers to purchase trendy clothing at an affordable price. There is however a negative connotation with fast fashion, in that the speed in which it is manufactured negatively impacts the environment. More on fast fashion will be explained in set 3  TRENDS Fashion is not static – continually changes, thus the trends of fashion are constantly changing too. Fashion trends = direction of fashion Move of the mini skirt to a long/ankle length skirt Modern (contemporary) fashion trends Young adults are moving away from the confinements of being a child – where parents made the clothing choices. Attempt to create own sense of style Fashion trends differ greatly to parents' sense of fashion – unconventional garments, push boundaries with colour and patterns  Stay up to date with fashion do’s and don’ts Make sure you feel and look comfortable in your selected outfit Dress appropriately for the occasion and situation TO AVOID Being over dressed is embarrassing as is being FASHION SLIP underdressed – dress correctly UPS Do not follow fads too closely – classic styles are always better Don’t be sloppy – take pride in your outfits  BRAND LABELS Branding is a common marketing tool Brand labels suggest quality of the product and allow for differentiation amongst competing brands E.g. Coka Cola vs. Pepsi Brand names have to be registered and then may only be used by the manufacturer or retailer Brands generally consist of three elements The name; the logo and the slogan  INFLUENCE OF FASHION TRENDS & BRAND LABELS Links to financial status and success. Brand labels seen as exclusive, create a specific image Creation of brand loyalty Creates a sense of belonging within a peer group Brands = authentic, individual, sign of quality = value for money Need for brands result in increase of fake brands Viewed as a “must have” item CLOTHING FOR THE WORLD OF WORK Set 2  BRIEF INTRODUCTION All individuals have a unique style and taste in clothes – whilst at the same time we also seek to fit in. We wear clothes for various reasons: 1. Modesty – a basic human need is that of clothing. Our society expects us to cover our body appropriately (influenced by different cultures). To ensure acceptance 2. Status – clothing acts as an indication of rank, position at work, economic status, religion, culture etc. 3. Protection – basic human need, use of clothing to protect our bodies from different climates; protective gear – chef aprons, fire suits. 4. Decoration – to beautify, enhance attractiveness. Also a symbol of status = matric belts, white jerseys. Thus clothing can be used to: Communicate: inform others what occupation an individual represents Motivate: indicate professionalism, seriousness Attract: visual appeal, creation of a more approachable persona. Separate: indicate division between the wealthy and the poor, the popular kids “in crowd” Indicate discipline: wearing of army uniform in perfect unison Show rebellion: distaste in the current situation, e.g. pussy caps  WHY IS ONES APPEARANCE AT WORK SO IMPORTANT? Clothing provides a non-verbal message about oneself Indicates our type of character – are we serious about work. Affects the manner in which we interact and behave with other individuals.  Socio = a persons social behavior Psychological = the way a persons minds works Socio-psychology refers to the factors of self- concept and attitude towards ones-self which T H E I N F LU E N C E O F will influence what we choose to wear. S O C I O - P S YC H O LO G I C A L FA C T O R S O N C LO T H I N G THUS how we feel about ourselves will SELECTION determine how and what clothes we wear to portray ones sense of self. Wearing of black to represent a death vs. wearing of bold colours to indicate boldness.  We all dress to enhance our own image and influence the impression others have of us. Clothing also has a psychological effect on us when we wear them E.g. wearing of our uniform vs. social outfits on the weekend Allows us to express our individuality as well as conform Helps us to feel accepted, approved off. Selection of clothing links directly to creation of self-esteem: When feeling happy wear brighter colours, pay attention to the little details, wear make-up and earrings Low self-esteem = conservative outfits, outfits that allow for one to blend in If feeling sad = tend to wear darker clothing  THE INFLUENCE OF SOCIO -ECONOMIC FACTORS ON CLOTHING SELECTION The amount of money one earns will directly influence the availability of clothing. Influence type, price, quality and quantity of clothing available. Sometimes when it comes to purchasing clothing, individuals ignore their economic status in order to “fit in” whilst others will budget wisely, use credit facilities, learn to mix and match, purchase fakes and take care of their clothes  SYMBOLIC MEANING OF APPEARANCE It takes exactly 30 seconds for a first impression. What type of clothing we wear, and how we chose to wear clothing will have a direct impact on our first impression “clothes do not make the man but they do communicate” Our first impression can make or break an interview, a first date, etc. Refers to the first impression of purchased products – make-up, food products etc.  SYMBOLIC MEANING OF APPEARANCE It takes exactly 30 seconds for a first impression. What type of clothing we wear, and how we chose to wear clothing will have a direct impact on our first impression “clothes do not make the man but they do communicate” Our first impression can make or break an interview, a first date, etc. Refers to the first impression of purchased products – make-up, food products etc. W H AT D O YOU T H IN K ?  What kind of person we are OUR FIRST What kind of person we think we are IMPRESSION What kind of person we would like to be WILL ‘TELL’ OTHERS:  CLOTHING AS SYMBOLS The use of clothing as symbols allows for various meanings to be interpreted However the meaning will be dependent on: Where the clothing is worn When the outfit is worn How the clothing is worn = cared for, etc. Who wears the clothing – “mutton dressed up as lamb” Clothing symbols are based on past experiences and personal values  M E S S AG E S C O N V E Y E D BY C LO T H I N G Culture Religion Marital status Activity Occupation Emotions Personality Economic status  We are constantly judged by our appearance Especially our FIRST IMPRESSION First impressions are vital form of communication – especially since we only have one opportunity to create it. FIRST First impression may not be correct, but IMPRESSION they are long lasting Clothing, personal hygiene, body language, facial expression = first impression  Uniforms are worn for: Identification Protection Reasons of hygiene – hair nets THE UNIFORM Uniforms have a distinctive style and colour – allows for unification of different companies e.g. Brescia House School vs Kingsmead Advantage Disadvanta s ges Employees are easy to identify No ability to express personal style. Colour, shape, style may not suit A standard of appearance is all employees skin type and ensured figures Money is saved Less stress in selecting outfits  NB to convey talent and personality in a positive manner through outfit Select appropriate clothing to match company’s dress code Dress neatly, wear smart shoes, make up subtle, hair neatly styles, minimal DRESSING FOR AN accessories and DON’T OVER DO INTERVIEW PERFUME Always aim for being slightly overdressed then too casual Don’t forget the importance of neat shoes Aim for classical styles that have been incorporated with current trends  Ensure that your clothes fit properly and are comfortable Make sure no stains, loose threads, missing buttons or loose hems are visible Dress according to your age Be consistent with your work wear selection THE COMPANY DRESS CODE: Always check companys dress code – to be found in employees code of conduct If unsure of dress code ask HR or manager for guidance Take your cue from the smartest employee Remember that sometimes, less is more  Common to social with work friends, especially at end of year functions, Christmas parties etc. NB to dress appropriately at these functions as you want to ensure a CLOTHES FOR favourable message is still portrayed. SOCIAL Thus wear clothes: INTERACTION AT WORK That suit the occasion Are not too revealing Do not have slogans or offensive pictures.  CREATING A SPECIFIC “LOOK” Casual/sporty: Clothes that fit comfortably and are durable Conservative: Simple, tailored, business-like, classic-styles Creative: Free-flowing, unusual colour combinations, use of interesting fabrics Feminine: Elegant, soft, pastels, floral, gentle fit  Masculine: Straight cut, strong dominant lines, no frills, dark colours Dramatic: Bright bold colours, strong contrasting colours and fabrics, use of exaggerated lines Elegant: Simple, interesting lines, monochromatic colours, high quality fabrics  A basic wardrobe = minimum collection of clothes you cannot do without We accumulate clothes overtime thus our wardrobes are filled with a variety of items – those worn daily vs. those worn only on NEEDS ANALYSIS special occasion. AND WARDROBE A functional wardrobe = result of thoughtful PL ANNING… planning and buying Key part of wardrobe planning is to see what you have, what still fits and what do you need and want.  Season: the season will influence choice of colours. Lighter colours reflect body heat = worn in summer Dark colours absorb body heat = generally worn in winter The weight of the material will also be dependant FAC T O R S T O on season CONSIDER WHEN PLANNING A WA R D R O B E Occasion: Selection of appropriate attire for the occasion Aesthetics: Using knowledge of elements and principles of design, ensure that garments selected enhance good features and hide bad ones. NB to ensure harmony is created  Make list of your needs Check finances Ensure at least 50% of wardrobe is classical items Buy new items which can be mixed with existing items Do not buy on impulse Check refund policy Always try on the garment, to ensure fit and quality GENERAL Consider design elements and principle in relation to body type POINTS Try and co-ordinate wardrobe so colours, textures and accessories mix and match Consider the season Consider function/purpose of garment NB quality over quantity  Choose outfits in basic colours such as grey, black, white and beige Choose classic styles that will not go out of fashion quickly. Limit fashion items to accessories and smaller items (shoes) Choose clothes that you can mix and match. You should be able to match each item with FURTHER at least three others. GUIDELINES Choose colours, textures and accessories that are easy to mix and match Buy more tops than bottom pieces – for every skirt or pair of trousers you should have 3 to 5 tops 70 – 80% of the clothes should be plain in colour 20 – 30% of the clothes can be patterned GUIDELINES :  1. Shop alone: You are more rational and not easily influenced by others opinions 2. Have an aim: Know what kind of clothes you want to 10 POINT ACTION purchase – work vs. holiday? PL AN = WISE 3. Be ruthless: SHOPPING Don’t let sentiment distract you from what you need 4. Be realistic: Buy your correct size and colours that will suit you. 5. Stay focused: Don’t get carried away by sales and bargains 6. Be fussy: Do not buy because it is cheaper, check for quality 7. Take care: Check the wash care instructions – dry clean only = extra costs 8. Be smart: “penny wise, pound foolish” – waste not, want not 9. No excuses: Do not shop as a reward for a bad day – no retail therapy 10. Remember: “less is more” 1. Needs analysis: 2. Stock take: STEPS IN 3. Shopping list: WARDROBE 4. Create outfits: PLANNING ENVIRONMENTAL ISSUES & CLOTHING  Local Production of clothing: Creates job opportunities for SA citizens. Financial growth in SA. Decreases poverty. T H E E F F E C T O F LO C A L P R O D U C T I O N V S. C LO T H I N G Create revenue for SA economy. I M P O RT S O N S A C LO T H I N G I N D U S T RY. Importation of clothing: Local businesses not supported Money does not go into SA industry but to foreign manufacturers. Decrease in clothing production = resulting in potential loss of jobs.  PIRACY OF BRANDED GOODS/TRADEMARKS Brand piracy = business crime is the unauthorized use of protected trademarks, brand names or logos and the imitation of labels packaging or presentation of products. Billions are lost each year due to piracy Main forms of piracy Imitations = attempted direct copies of the original Counterfeits = replicas of the original product, which are sold in informal markets but sometimes can be sold through retailers or via the internet Consequences of brand piracy: Original manufacturer loses sales worth millions The image of the brand is harmed = creation of a negative reputation Price war wages – inhibiting the original manufacturer in regards to price and status Consumers lose faith in brands Damages retailers selling legitimate products, minimizes opportunity to create jobs Counterfeiting deprives national economies of customs duties and tax revenues.  THE LIFE CYCLE OF CLOTHING  THE WORST FABRICS FOR THE ENVIRONMENT COTTON: the most pesticide intensive crop in the world. It is responsible for using 25% of all pesticides used each year in the world. It also uses valuable land in countries such as India & Pakistan where there is an urgent need for land to grow food. Herbicides & chemicals are used to aid growth & mechanical harvesting Production processes such as mercerising, bleaching and dyeing use chemicals that remain in the fabric after finishing and are released during the lifetime of the garment. Virtually all poly cotton, especially bed linen with “easy care”, “permanent press” & “crease resistant” items are treated with toxic formaldehyde. At home, caring for cotton clothes is also energy intensive as cotton needs a higher washing temperature and ironing temperature than synthetics. Synthetic fibres made from crude oil (polyester, nylon and acrylic fabrics): Clothing items made from these fibres are not biodegradable and is energy intensive. Rely on petrochemical industries and therefore are dependent on fossil fuel extraction. The reliance on and use of fossil fuels results in oil spills, methane emissions and wildlife disruption and biodiversity loss. Polyester uses a lot of water for cooling and makes use of allergy causing dyes. Animal-derived materials (wool, leather and fur): In the creation of wool, organophosphate dips are used to control pests and disease of the sheep’s wool and can affect workers when shearing. Toxic chemicals use to preserve wool and fur if managed poorly or simply discharged can pollute waterways resulting in immense pollution. Leather is responsible for large amount of methane outputs, as well as the carbon footprint associated with the raising of cattle and transporting material.  ECO FA S H I O N  Takes the environment, health of consumers and working conditions of laborers into account when producing clothing: Clothes made using organic raw materials Have not been dyed using harmful ECO FASHION chemicals – dyed by means of natural CONTINUED… pigmentation Are often made from recycled or reused textiles (upcycling) Are made to last Ensure the workers are paid a fair wage with decent working hours = Fairtrade.  Have a low carbon footprint Produced from crops that do not require or use pesticides or chemicals ECO FRIENDLY to be grown FABRICS Use less water and energy to be produced and processed and create less waste  S U S TA I N A B L E TEXTILES = O R G A N I C FA B R I C S  THE BEST FABRICS FOR THE ENVIRONMENT Bamboo: Is a natural textile made from the pulp of bamboo grass. More sustainable becomes it grows fast & does not require pesticides to thrive. Bamboo plantations can be replanted every year to replace stocks. Processing bamboo into fibre requires only a few chemicals and these do not harm the environment. Hypoallergenic – bamboo fibres do not irritate the skin Hemp: Is grown for the fibre and the seeds. It is fast growing and considered a renewable resource. It is easy to cultivate, is pest tolerant & needs few agricultural chemicals. It produces high yields and enriches the soil with its deep roots. Soya: A fabric made from the hulls of the soya bean – so it makes best use of the waste products of the food industry. Soya fabric has a lower environmental impact than synthetic fabrics. The plant itself is easily renewable and the fibre biodegrades quickly. In fact the fabric is so biodegradable that old clothes can be tossed onto the compost heap to decompose. (Cradle to Cradle)  Grown organically = without the use of herbicides or pesticides “green fibres” BUT they become less eco-friendly if chemicals, bleaches and harmful dyes are used during the manufacturing stage. ORGANIC Chemical dyes harmful to the environment as TEXTILES well as workers Organic blends = made from variety of natural resources + non-harmful chemicals e.g. recycled wood, maize, soya combined with lyocell (form of wood pulp) These fibres = bio-degradable  NON- ORGANIC TEXTILES Some non-organic textiles can be viewed as sustainable textiles This is due to the crop that produces the textile being planted and regrown without damaging the soil. Hemp and cotton Silk from silkworms Animal fibres e.g. wool, mohair and alpaca  ETHICAL CLOTHING PRACTICES Refers to the way clothing is manufactured, sold, and the impact of the company on its community Links to the concept of Fairtrade Companies that qualify as Fairtrade have the following characteristics: Fair wages to workers Good working conditions Do not use child labour Comply with civil labour laws and safety lays Support environmental sustainability Companies committed to eco-fashion also give back to the community: Donate a section of their profit to charities and environmental action Work to improve the lives of third-world employees Plant tress Support local schools in rural and remote areas Movement to limit/reduce packaging: Avoid the use of packaging where possible Reuse packaging – use of fabric bags when shopping (H&M) Reduce the amount of packaging used Using recyclable and bio-degradable packaging materials  RECYCLED TEXTILES Recycled wool – clothing is shredded and processed into fibre for respining Recycled polyester – plastic bottles can be recycled and converted into fibres to be used to create zips and buttons  REUSE The use of vintage style fashions are becoming popular Common to shop in second hand charity shops Development of upcycling = the taking of an old garment or waste fabric apart and stitching it into something entirely new. Revamping is the development of a new product from a used clothing item. Can restyle your clothes by adding another detail – lace, embroidery etc. UPCYCLING VS. REVAMPING   Be aware of what you are buying – read labels – make informed decisions.  Buy clothing made from some organic textile or made for a sustainable textile e.g. bamboo & flax.  Support stores who show a concern for the environment even if it is a marketing tool.  Support local designers & try & buy clothes that have been made locally. - carbon footprint WHAT CAN - create jobs in our own country. YOU DO?  Do not just discard your old clothes – donate to a worthy cause.  Support secondhand stores and donate or buy to remodel vintage items. Start a new trend!  Recycle old clothing packing or purchase items that use less packaging.  Use detergents that work well at lower temperatures.  Extend the usable life of garments.  Purchase more durable garments.