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FOUR MAJOR ENVIRONMENTAL FACTORS

WHICH AFFECT FASHION INTEREST AND DEMAND

http://www.websters-online-dictionary.com/clipart.asp?q=Social class&w=c

2)THE ECONOMIC ENVIRONMENT

The growth of fashion demand depends on a high level of economic

development, which is reflected on consumer income, population

characteristics

and technological advances.

Relationship between economics and fashion:

Quentin Bell/ On Human Finery

Most economically sophisticated countries discard their national

costumes long before other nations begin to abandon theirs.

England for example which led the Western world into industrial

revolution, was the first country to stop wearing traditional national dress.

According to Bell, Germany, Belgium, Denmark, Japan abandoned before

Greece, Poland and Spain.

China: Growth in economy abandoned unisex blue jacket and pant.


CONSUMER INCOME

Personal Income:

Many groups of people use the amount of personal income as an indicator of “arriving” in

their particular social set.

The total or gross income reveived by the population as a whole is called personal income.

Wages, salaries, interests, dvidends, other income in a country.

Per capita personal income: Personal income/Population

Disposable Personal Income:

The amount a person has left to spend or save after paying taxes. Provieds an approxiamtion

of the purchasing power of each consumer during any given year.

Discretionary Income:

The money that an individual or family can spend or save after buying necessities-food,

clothing, shelter and basic transportation. (Necessity-luxury, needs-wants)

The Purchasing Power of Dollar:

A verage income increases each year. But the purchansing power of a dollar steadily

decreases. A decline in the purchansing power of money is called an inflation. Inflation is

defined as an increase in available money and credit, with relative scarcity of goods,

resulting in a significant rise in prices.


Germany’s Houshold distribution

2)THE ECONOMIC ENVIRONMENTPopulation:

-The size of total population and the rate of its growth

-The age mix of the population and its projection to the future.

affect the fashion demand.

Size of population:

Size of population:

The size of the population

relates t the extent of

current fashion demand.

The rate of population

growth suggets what

tomorrow’s market may

become.

Age mix:

The age mix and its

projection into the future

affect the characteristics of

current fashion demand

and suggest what they may

be in the future.

Growth rate are not same

for both sexes.


Turkey’s Population

3)THE SOCIOLOGICAL ENVIRONMENT

To understand fashion, one needs to understand the sociological

environment in which fashion trends begin, grow and fade away.

Changes in fashion are caused by changes in the attitudes of consumers,

which in turn are influenced by changes in the social patterns of the

times.

The key sociological factors influencing fashion today are leisure time,

ethnic influences, status of women, social and physical mobility, instant

communications, and wars, disasters and crises.


Leisure Time:

-Most valuable because most scarce.

-Demands of family and home compete with workplace’s demands.

-Activities for fitness, regimen, community work, entertainment,

relaxation, shopping, spectator sports, travel, self-improvement.

-Increased importance of leisure time has brought changes to people’s

lives in many ways-in values, standards of living, and scope of activities.

-As a result whole new markets have sprung up.


Casual Living:

Casual clothes and sportswear.

The market developed in 1950s U:S.


Casual Living:


Do your own thing in 1960s.

-Casual look for men and women.


Casual Living:


Jeans, slacks for women in 1970s.


Casual Living:

Some dressed up for 1980s.

Sportswear

Aerobics


Casual Living:

Casual fridays of the 1990s.


Active Sportswear

Superstar of fashion market of the 1970s, 80s, 90s.

(Health and fitness trend)Growth was phenomenal.

From 1920s and on:

Women’s tennis clothing, relaxing and sunshine.

3)THE SOCIOLOGICAL ENVIRONMENTEthnic Influences:

Minority groups

Blacks

Hispanics

Asians

Textiles and cosmetics

Status of Women:

Jobs and money

Staggering increase of women in USA

since 1975.

The dramatic increase in working

women has led to asurge infashion

interest, because a women who works

is continously exposed to fashion.

Financial pressurs and career

satisfaction should keep the number

of working women growing.


Status of Women:

Education

Better educated, willing tolearn new

things, willing to try new fashions.

Wider exposures to other cultures.

Social Freedom

Degree of social freedom since 1900s.


In the late 19th

century, middle

class, educated

women first began

to wear suits as a

symbol of their

professionalism.

3)THE SOCIOLOGICAL

ENVIRONMENT

Social Mobility

Individuals chose either to stand out

from or to conform to their actual or

aspired –to class

Middle class influence

Relationship of growth and strength of

middle class and fashion


Physical Mobility

Encourages the demand for and response to fashion.

Cross-pollination of cultures.

Seeing other cultures living, travelers bring home a desire to adopt or

adapt some of what they have observed and make it part of their

environment.

Faster Communications


War, disaster and crisis

4)THE PSYCHOLOGICAL ENVIRONMENT

5 Basic Psychological Factors that influence fashion demand

1)Boredom

People tend to become

bored with fashions too long

in use. Boredom leads to

restlessness and a desire to

change. In fashion, the desire

for change expresses itself in

a demand for something new

and satisfyingly different

from what one already has.



2)Curiosity

Curiosity causes interest in

change for its own sake.

Highly curious people like

to experiment, they want to

know what is around the

next corner. There is

curiosity in everyone,

though some may respond

to it less dramatically than

others. Curiosity and the

need to experiment keep

fashion demand alive.



3)Reaction to Convention

People’s reactions one of two forms:

Rebellion against convention or

adherence to it. Rebellion against

convention is characteristic of young

people. This involves more than

boredom or curiosity.

It is a positive rejection of what

exists and a serach for something

new.

However acceptance by the majority

is an important part of the definition

of fashion. The majority tends to

adhere to convention, either within

its own group or class in general.



4)Need for Self-Assurance

Often the need to

overcome feelings of

inferiority or of

disappointment can be

satisfied through apparel.

People who consider

themselves to be

fashionably dressed have

an armor that gives them

self-assurance. Those

who know that their

clothes are dated are at a

psychological

disadvantage.



5)Desire for Companionship

The instinct for survival of the

species drives individuals to

seek a mate.

Fashion plays its part in the

search for all kinds of

companionship.

Companionship implies

formation of groups, which

require conformity in dress as

well as in other respects.

Flamboyant or subdued, a

person’s mode of dress can be

bid for companionship as well

as the symbol of acceptance

within a particular group.

Ref: Book: Dynamics of Fashion

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