Consumer Consumer DecisionsDecisions

What is Fashion? What is Fashion? Chapter 5 page 77Chapter 5 page 77

FashionFashion is the particular style that is is the particular style that is popular at a given time. It is anything popular at a given time. It is anything that is currently “in.” that is currently “in.” – Fashion usually means clothes, but there Fashion usually means clothes, but there

are fashions in hairstyles, in home are fashions in hairstyles, in home decorating, and in foods we eat.decorating, and in foods we eat.

Fashion TermsFashion Terms

Style:Style: refers to the shape of a particular refers to the shape of a particular item of clothing that makes it easy to item of clothing that makes it easy to recognize. (Example: jeans are a specific recognize. (Example: jeans are a specific style of pants, straight, A-line, and circular style of pants, straight, A-line, and circular are all styles of skirts.)are all styles of skirts.)

Certain styles of garments are more Certain styles of garments are more fashionable at one time than another. fashionable at one time than another. Clothes may be fitted or loose, simple or Clothes may be fitted or loose, simple or detailed.detailed.

Fashion Terms Continued..Fashion Terms Continued..Classic:Classic: is a traditional style that stays in is a traditional style that stays in fashion for a very long time. (Example: fashion for a very long time. (Example: blue jeans are a classic, the blazer jacket blue jeans are a classic, the blazer jacket is a classic, and a tailored shirt is a is a classic, and a tailored shirt is a classic.)classic.)

Usually styles that become classic are Usually styles that become classic are simpler and less innovative than other simpler and less innovative than other styles.styles.

Fashion Terms Continued…Fashion Terms Continued…

A Fad:A Fad: is a fashion that is very popular for is a fashion that is very popular for only a short time. only a short time. – Fads can be colors, accessories, clothing Fads can be colors, accessories, clothing

items, or even certain looks, such as “punk-items, or even certain looks, such as “punk-rock.”rock.”

– Many fads, such as wearing slashed jeans Many fads, such as wearing slashed jeans or untied shoelaces, are popular mainly with or untied shoelaces, are popular mainly with teenagers.teenagers.

A Status SymbolA Status Symbol

A status symbolA status symbol is an item of clothing is an item of clothing that gives the wearer a special feeling that gives the wearer a special feeling of importance or wealth.of importance or wealth.Fashion designers are celebrities today Fashion designers are celebrities today and they put their names, initials, or and they put their names, initials, or symbols on the clothes they design to symbols on the clothes they design to show that the clothes are special.show that the clothes are special.People wear particular clothes to show People wear particular clothes to show that they are special too.that they are special too.

Avant-gardeAvant-garde is a French expression that is a French expression that in the clothing industry means being in the clothing industry means being ahead of fashion. These clothes are ahead of fashion. These clothes are daring and unconventional.daring and unconventional.

Old-FashionedOld-Fashioned is a term that describes is a term that describes any style that is no longer in fashion. With any style that is no longer in fashion. With today’s instant communication, our brain today’s instant communication, our brain receives a great deal of new information receives a great deal of new information everyday. Nothing seems new for very everyday. Nothing seems new for very long.long.– Sometimes an old-fashioned look becomes Sometimes an old-fashioned look becomes

an important look in fashion. an important look in fashion.

Fashion CyclesFashion Cycles

Every fashion has a life cycle. A fashion is Every fashion has a life cycle. A fashion is born when someone begins to wear it. The born when someone begins to wear it. The person who wears it could be a model in a person who wears it could be a model in a magazine, a celebrity, or a small group of magazine, a celebrity, or a small group of people with similar tastes.people with similar tastes.

When the fashion cycle happens quite When the fashion cycle happens quite slowly, it is a slowly, it is a trend.trend.

Clothes, Families, and Clothes, Families, and CulturesCultures

Chapter 4 page 59Chapter 4 page 59

Factors that Influence Factors that Influence WhatWhat We Wear!We Wear!

Heritage:Heritage: the body of culture and tradition the body of culture and tradition that has been handed down from one’s that has been handed down from one’s ancestors.ancestors.– Each of us has a heritage that is a unique Each of us has a heritage that is a unique

combination of the cultures in which our combination of the cultures in which our parents and grandparents were born, the parents and grandparents were born, the customs that our family has developed, and customs that our family has developed, and our own individuality.our own individuality.

Culture:Culture: the collection of ideas, skills, the collection of ideas, skills, beliefs, and institutions of a society at a beliefs, and institutions of a society at a particular time in history.particular time in history.

Clothes as SymbolsClothes as Symbols

A A symbolsymbol is something visible that is something visible that represents something else. A symbol can represents something else. A symbol can represent something that you cannot see, represent something that you cannot see, like an idea, a philosophy, or a custom.like an idea, a philosophy, or a custom.

As a result, clothing can tell you about a As a result, clothing can tell you about a person’s heritage, gender, occupation, person’s heritage, gender, occupation, wealth, status, values, and beliefs.wealth, status, values, and beliefs.

HeritageHeritage

Some styles of clothing are identified with Some styles of clothing are identified with a particular area or country.a particular area or country.– Examples: A sombrero reminds us of Mexico, Examples: A sombrero reminds us of Mexico,

a kimono reminds us of Japan, and a fur a kimono reminds us of Japan, and a fur parka reminds us of Alaska.parka reminds us of Alaska.

Males and FemalesMales and Females

In some cultures, it is traditional for males In some cultures, it is traditional for males and females to dress very differently. In and females to dress very differently. In other cultures, their clothing is very similar.other cultures, their clothing is very similar.

Clothing styles associated with either Clothing styles associated with either gender evolve from customs, traditions, gender evolve from customs, traditions, religion, work, and leisure activities.religion, work, and leisure activities.

Occupation and StatusOccupation and Status

The clothes that people wear can tell The clothes that people wear can tell something about their occupation and status. something about their occupation and status.

Over the centuries, garment styles, quality, Over the centuries, garment styles, quality, and quantity have been a way of and quantity have been a way of distinguishing the nobility from the common distinguishing the nobility from the common person.person.

Uniforms are also symbols of occupation and Uniforms are also symbols of occupation and status. Think about the police officer’s status. Think about the police officer’s uniform, the nurse’s cap, the priest’s collar, uniform, the nurse’s cap, the priest’s collar, and the chef’s hat.and the chef’s hat.

Beliefs and ValuesBeliefs and Values

Clothes can reflect the beliefs and Clothes can reflect the beliefs and values of a culture or a special group.values of a culture or a special group.Clothes can be used to identify a Clothes can be used to identify a person as a member of a religious person as a member of a religious group.group.Society attitudes can strongly influence Society attitudes can strongly influence what type of clothing is appropriate for what type of clothing is appropriate for certain occasions. (Example: religion certain occasions. (Example: religion and social customs.)and social customs.)