in developed societies – western societies – many people care about being... fashionable
TRANSCRIPT
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 wearand how and when
we wear it, provides others
with a
SHORTHANDto 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:
ClothingAccessoriesJewelryHairstylesHealth/BeautyBody 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”?
FashionableIt 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. Not everyone is interested.
2. 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 PresentToday: 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 Fashion1. Couture or Haute Couture
Types of Fashion2. Designer Wear
Types of Fashion3. Street Fashion
Types of Fashion4. Classic Fashions
Types of Fashion5. 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?