In Developed Societies – Western Societies – Many people care about being... FASHIONABLE

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?