Consumer Studies Grade 12 Clothing Set 1 PDF

3.1 Examine and describe current fashion trends for young adults. - Define fashion - Fashion terminology -- haute couture, style, classics, fads, silhouette, fast fashion, trends, mass fashion. - The fashion cycle - Factors influencing fashion trends. - The influence of brand labe...

3.1 Examine and describe current fashion trends for young adults. - Define fashion - Fashion terminology -- haute couture, style, classics, fads, silhouette, fast fashion, trends, mass fashion. - The fashion cycle - Factors influencing fashion trends. - The influence of brand labels on the choice of clothing **FASHION** Last year we discussed, in detail, *"style in clothing"* and how to use your understanding of the elements & principles of design to make choices in clothing to suit your figure type, personality & colouring. To enhance your physical good features and to detract from your problem areas. We also noticed how clothing styles tend to get repeated over time and how different designers have differing "styles" of design. Now we are going to look at and understand the world of [FASHION.] Fashion in its broadest definition is a general social phenomenon that affects and shapes an individual as a whole. Fashion is a universal, formative principle in civilisation. It can affect & change the human body and all modes of expression. Fashion is not limited to clothing or personal adornment. Each period throughout civilisation has exhibited a specific fashion from housing (e.g. Victorian design: Ultra-modern), eating (e.g. in the early days man ate with his hands: today we use cutlery), speaking (e.g. Shakespeare: modern ways), working (office desk: working from a coffee shop), Playing (e.g. children playing "Hop Scotch" & "Tops": computer games), governing (Emperors: Presidents) and dressing. Fashion can be defined as the style accepted by a large group of people at a particular time. It encompasses all facets of a lifestyle. It is said to be the code language of status -- those within the group fully understand the meaning & those on the outside can only guess. It is the desire for change that is responsible for the continual acceptance of the movement of fashion. Current fashion may have characteristics copied from a previous era, but closer examination will reveal that current fashion is new and different. Although fashion as previously said is continually changing, there are examples within fashion where the fashion of a garment is "standing still". This refers to specific garments that have remained the same despite the many years that have passed. Examples of such fashion; [ ] Fashion can also be described as a language that tells a story about the person wearing it. Fashion is about change. The only certain thing in the fashion world is that it will change. **FACTORS INFLUENCING FASHION TRENDS** A ECONOMIC FACTORS -- -- B SOCIAL FACTORS -- -- -- -- C POLITICAL FACTORS -- -- D TECHNOLOGICAL FACTORS -- -- **THE FASHION CYCLE** Fashions come and go in waves. The term "Fashion Cycle" refers to the way fashions become popular and then declines in popularity. A fashion starts when a few people wear it. It continues to rise in popularity as more and more people accept and wear the fashion item. Fashions can be started one of three ways: 1. Introduced by top world designers -- often haute couturiers eg Stella McCartney, Georgio Armani Karl Largerfie. This is the **trickle down theory** as the man in the street accepts what the leading designers have designed for the season. 2. The **trickle across** theory is when a celebrity wears a specific look and this is accepted by the masses Eg:\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ 3. The **bottom up** theory is when the young and often lower income groups wear a new look and then those of a higher income status adopt that "look". Eg Street culture -- the hoodie. Can you think of other clothes? \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ BUT... fashions cannot be forced on consumers. When the timing is wrong, consumers don't adopt a proposed new fashion. We can say that fashion changes as a result of the changing needs of consumers. All fashions pass through **FIVE** stages: **1 INTRODUCTION** A new fashion is introduced to the market. At first it is expensive (because the initial production costs, and the risk of the item not being bought are very high) -- usually only available from designer & exclusive stores. Celebrities are photographed wearing the fashion to reinforce its importance, acceptability and status. Only a few people wear it. **2 RISE** The fashion becomes increasingly popular as more and more people buy it. The fashion items are produced in growing numbers. Mass production results in a decrease in prices which stimulates more sales. The fashion is advertised by clothing stores in magazines, newspapers and in their wndow displays. **3 PEAK** The fashion has reached its height of popularity and many peope wear it. The lenght of this stage will be dependent on how popular it remains with consumers. The fashions popularity depends on what type of product it is and how effective the marketing or branding of the product is. **4 DECLINE** A fashion item becomes less popular as soon as consumers grow bored with the fashion and start looking for something new. A new fashion has begun and interst in the old trend is waning. Fewer and fewer people will wear it. Discounts are offeres as retailers try to sell off the last of their stock. **5 OBSOLETE** Very few people are still wearing the fashion. The garmet is then "out of fashion". Most fashion trends lat for one to three years. However it is the consumer who eventually determines the life span of a garment. Most people will purchase a new fashion somewhere between the second & third stage. Only celebrities and people from the fashion industry have access to fashion in stage one, when it is "fresh off the catwalk" and not yet appeared in stores. At phase two the fashions are available at high priced designer outlets. Only in phase three does the "look" become affordable to the masses. **\ ** **FASHION TERMINOLOGY** [SILHOUETTE] In fashion, the term silhouette refers to the line of a dress, or the garment's overall outline or shape. Silhouettes can be used to emphasize and alter a woman's shape to create a flattering illusion. Understanding different silhouettes can help you to find the most flattering one for your body type. The shilhouette of a garment is not to be confused with that of the style of a garment. [STYLE] Style is the specific characterisitcs that mae one product or item different from another product of the same type. Eg a V neckline is a different style to a round neckline. Note the different styles of T shirt below... ![C:\\Users\\Corinne King\\AppData\\Local\\Microsoft\\Windows\\Temporary Internet Files\\Content.IE5\\FDWFG9NC\\plain\_tee\_shirt\_lines\_by\_morningglorymeadows\[1\].jpg](media/image2.jpeg)C:\\Users\\Corinne King\\AppData\\Local\\Microsoft\\Windows\\Temporary Internet Files\\Content.IE5\\39IGC5J4\\022013126\[1\].jpg![C:\\Users\\Corinne King\\AppData\\Local\\Microsoft\\Windows\\Temporary Internet Files\\Content.IE5\\9B9PS3B4\\basict\[1\].jpg](media/image4.jpeg) The relationship between style and fashion. The terms style and fashion are often confused. Fashion is based on a specific style. - a style becomes a fashion when it is accepted by a large group of consumers - a style only remains in fashion for as long as it is accepted. Eg -- skinny jeans will always be a style but are only a fashion when many people wear them. - a style is very seldom accepted by everyone. What is considered to be fashionable among a certain - group of people may not be accepted by another group of people. [CLASSICS] These are timeless styles and are always considered tasteful. Channel's classic "litle black dress" is an example of a clasic style. It has simple lines and almost everyone who wears this style looks good. typical examples of classic styles are mens tailored suits, button down shirts, T-shirts and jeans. Characterisitcs of classic styles: \> simplicity \> remain popular \> are considered good taste \> are worn over a long period of time \> are suitable for most people [FADS] A fad is any style that catches on quickly and is accepted by a small group of consumers. It becomes popular suddenly but will dissappear just as quickly. The reason for this short lifespan is that they are usually too flashy, often poorly designed, easily available and extreme. Teens accept fads more easily than older people. Fashion fads usually only last one season. Fads are often present in the form of accessories eg shoes, belts and the shape of hand bags. [HAUTE COUTURE -- high fashion] A new style created by fashion designers when they create exclusive original designs. It differs from ordinary fashion in that: - It is very expensive due to the unique style, the quality of the fabric used & the construction techniques. - The garment is not mass produced & forms part of a unique collection of garments by the same designer. (They show case their ranges on the "cat walks of Paris, Milan, New York...") - The style & ideas that went into the garment differ to other existing garments. - It becomes fashionable once a large group of consumers accept the new design. These designs are copied by big clothing companies that produce mass produced clothes. This is termed "high street fashion". [MASS FASHION:] The market for goods that are produced in large quantities. Ready to wear garments produced in mass. Cheap material of fabrics creatively used to produce afforadble fashion. Includes the use of simple production techniques to allow for the selling of mass items at cheaper rates. [TRENDS] Fashion is not static -- it is always changing. The directions fashions move are called fashion trends. Sometimes changes are drastic eg skirt lengths -- moving from minis to long/ankle length. Mostly changes are subtle -- only the keen observer would notice. Eg shirts will move from tight fitting to loose fitting. A trend has the potential to become a long term influence on the market. *Contemory fashion trends for young adults* Fashion and clothing are an expression of personal style and offer peope the oppoutunity to look good in flattering, trendy garments. For this reason young people love fashion. The need to be "in fashion", to wear the latest fashionable garments, listen to the latest music and to take part in activities that are "trendy". Young adults are moving away from the confines of childhood where parents made all the decisions. They are starting to express independence and want to make their own decisions about what to wear. Peer acceptance and social status are equally important to young adults and the are influenced by their friends opinions. Advertisments for the latest trends convey the the image of instant and guaranteed acceptance and popularity, status and physical appeal. The media is also an important factor when it comes to fashion choices for teenagers and young people. This explains why trends in the younger market change quickly. Teenager fashion differs from fashion worn by adults. Garments are more revealing and adventurous. Young adults are not afraid to wear garments that are unconventional and colours and patterns that are bright. They often wear cheaper garments from chain stores and buy fewer clasic styles. They are very aware of brand labels and trademarks. Low income groups who cannot afford branded labels often succumb to buying fake goods in the hope of percieved "wealth" and to fit in. To avoid fashion slip ups keep the following rules in mind: - Stay up to date with the latest fashion "Do's & Don't's" by reading the fashion articles in magazines. - The first rule of being in fashion is to make sure you feel & look comfortable in your outfit. - Dress appropriately for the occasion & situation. - Being over dressed is as embarrassing as being underdressed! - Do not follow fads too closely. Their popularity doesn't last too long. - Don't be sloppy. Sagging garment and visible underwear does not look nice. List some clothing items trending at the moment. \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ [ ] List some fashions that you feel are "fads" -- they are "in" now but wont be in fashion for long. \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ [ ] **\ ** **BRAND LABELS** Branding is a marketing tool to increase the sale of a specific product or group of products. Brand labels say something about the quality of the product and differentiate it from similar products made by competitors. Eg -- Coco Cola is a brand name for a specific soft drink whereas Nike & Addidas are brands of sports clothing. These brands are recognised world wide. Brand names are registered and may only be used by the manufacturer or retailer. Brands often have 3 elements -- the name -- the logo & the slogan. When a company decides to brand its prducts, it designs a specific marketing campaign. This campaign has one purpose in mind : to convince consumers to buy only that particular brand and thereby increase the company's sales and profits. **The influence of fashion trends and brand labels on buying behaviour of consumers.** - Adolescents associate brand labels with financial status and success. - Brand labels are seen to be exclusive and create a specific image. - Brand loyalty is created through brand labels and only thse brands are purchased. - It creates a sense of belonging within a peer group. This often leads to impulse buying with the teen unable - to afford the item of clothing. - Adolescents think brand labels are authentic, individual, a sign of quality & therefore value for money. - They conside other brands to be of inferior quality. - The need for branded clothes has led to an increase of fake brands to satisfy consumer demand & - affordabiity. - Certain brand names create an image and a new trend is formed. Nike has created a "sporty, athletic" trend. - Brand labels have created a distorted value system where the consumer perceives these garments as - Superior -- a "must have" item.