Transcript In Developed Societies – Western Societies – Many people

In Developed Societies
– Western Societies –
Many people care about being . . .
FASHIONABLE
What do we
mean when we
say fashion
in this class?
FASHION
defined
Fashion as a messenger
It’s very telling!
Fashion as a messenger
What we wear
and how and when we wear it,
provides others with a
SHORTHAND
to subtly read the surface of a
Social Situation.
What message is being sent?
What is fashion?
It is a form of free speech
 It embraces all sorts of self-adornment
objects, such as:

Clothing
Accessories
Jewelry
Hairstyles
Health/Beauty
Body Art
What is fashion?
For centuries, individuals or
societies have used clothes and
other body adornment as a form of
NONVERBAL
COMMUNICATION to
indicate:
• Rank
• Class
• Wealth
• Gender
• Sexual Availability
• Group Affiliation
• Locality
Fashion as Sign System
• Fashion is a language of signs, symbols, and
iconography that non-verbally communicate
meanings about individuals and groups
• Allows us to make ourselves understood
Move from fashion to fashionable
FASHIONABLE: defined
What does it mean to be “fashionable”?
Fashionable
 It
is where
people MUST
BE seen
wearing the
LASTEST
STYLE of
clothing.
Being Fashionable is more than
dressing!
Being fashionable isn’t
confined to clothes.
 Those
who seek to be
fashionable decorate
their homes in the
latest designs and
colors.
Being Fashionable is more than dressing!
Fashion affects many areas
of daily life like…
Being Fashionable is more than dressing!
CARS…
Being Fashionable is more than dressing!
Restaurants…
Being Fashionable is more than dressing!
Furniture…
Being Fashionable is more than dressing!
Leisure activities
and so on…
Fashion sense and sensibility

Not everyone is
fashionable.
Because:
1.
2.
Not everyone is
interested.
Not everyone can
afford it.
Not everyone can afford it,
but…
Cheaper today, however.
 Cheaper fabrics
 Cheaper production methods
 Make clothes more readily available to a
wider audience.

Fashion Past and Present
In the Past:




Fashion was exclusive.
Reserved for the upper class.
Everyone else wore clothes they could obtain and wore
them for a lengthy amount of time.
Fashions changed at a much SLOWER pace.
Fashion Past and Present
Today:




Fashion is not exclusive.
Available to everyone.
Society has changed: Disposable/Throw-Away culture.
People wear clothing items for a SHORT period of time and
then TOSS it.
Types of Fashion
1. Couture or Haute Couture
Types of Fashion
2. Designer Wear
Types of Fashion
3. Street Fashion
Types of Fashion
4. Classic Fashions
Types of Fashion
5. Fads
Movement of Meaning
Culturally
Constituted World
Made up of objects
And these objects
HAVE MEANING
Advertising and Fashion
Fashion and Advertising
are the drivers of our
consumer society
(Look at your Handout)
Advertising and Fashion
What works and what doesn’t?
Advertising and Fashion
What works and what doesn’t?
Advertising and Fashion
What works and what doesn’t?
What Works in Fashion Advertising?
Peggy and Allen Winters’
Checklist:
1. What evidence is there that the
ad’s target consumer has been
effectively profiled?
2. Does the ad have an objective?
3. Is the strategy based on
product benefits vs. consumer
benefits or both.
What Works in Fashion Advertising?
Peggy and Allen Winters’
Checklist:
5. How does the ad build brand
character?
6. Does the execution of copy
and art create a tone for the ad
that will relate to the target
consumer?
What Works in Fashion Advertising?
Peggy and Allen Winters’
Checklist:
7. Is there a theme which
differentiates the brand or the
store as brand from its
competition?
What Works in Fashion Advertising?
Peggy and Allen Winters’
Checklist:
7. Is there a theme which
differentiates the brand or the
store as brand from its
competition?