1. The Meaning of Clothing and Fashion
Chapter 1
Fashion Marketing

2. Why do we wear clothes?
Clothing has reflected and continues to reflect what a society goes through at any given time.
Artistic imagination, cultural rituals, advances in technology
However, the reasons people wear clothes have remained the same throughout time.
From the beginning, clothing has satisfied 3 basic needs, physical, psychological, and social.

3. Reasons for Wearing Clothing
Physical Need: protection
Weather (windbreakers, raincoats, hats)
Environment (shoes, cycling helmets)
Occupational hazards (hard hat, pads for football players
From Enemies: camouflage, bulletproof vests

4. Reasons for Wearing Clothing
Psychological Need: affect a person’s mental attitude or morale in a positive way
Adornment: attractive decoration
Culture: society’s set of social norms or values
Identification: dressing like other in a group satisfies a need to belong
Uniforms
Appropriate dress to work, school, church, etc.
Dress codes

5. Reasons for Wearing Clothing
Social Needs: social acceptance and admiration important
Modesty: covering of the body according to the code of decency of a society
Status: position or rank in comparison to others
Pricey jewelry, designer clothing= prestige
Military uniform w/ medals= ranking officer

6. Why People Select Certain Clothes
Besides physical, psychological, and social needs, additional factors influence clothing choices.
Values: ideas, beliefs, and material items that are important to an individual
Culture, comfort, price, etc.
Attitudes: a person’s feelings or reactions to people, things, and ideas
Attitudes are formed from values
Values and attitudes are learned and passed from 1 generation to another.
How people spend their money shows their personal values. Advertising also influences your values and attitudes.
What do you value? Comfort, brand names

7. Why People Select Certain Clothes
Conformity: obeying or agreeing with some given standard or authority
Peer pressure
Individuality: self-expression and uniqueness
Rejecting peer pressure and conformity
Personality: sometimes dictates how people dress; the total characteristics that define an individual

8. Fashion Terminology Garment Accessories Style Fashion High Fashion
Mass Fashion
Design
Classic
Ford
Fashion Look
Taste
Avant-garde
Fad

9. Fashion Terminology Booklet
Fashion Activity
Fashion Terminology Booklet