Environment and Consuming

PROPERTY OF YESHICA THE AWESOME

Cycles of fashion

adoption

Myths and Rituals

Creation of

culture

Self-

concept

Age cohorts

(My generation)

Brand

personali ty

Fashion communicat

ion

1. Innovation, 2. Rise 3. Acceleration, 4. General Acceptance 5. Decline, 6. Obsolescence (Introduction stages) (Acceptable Stages) (Regression Stages) Fad – is a short lived fashion that suddenly becomes popular and quickly disappears. Fashion – longer than fad, different with trend, trend is general direction or movement. Classic – some styles that seem to be acceptable or in good taste, any time, any place. Myth – is a story containing symbolic elements that expresses the shared emotions and ideals of a culture. Rituals – is a set of multiple, symbolic behaviors that occur in a fixed sequence that tend to be repeated periodically Culture may be thought as society’s personality. It is include both abstract ideas, such as values and ethics, and the material objects and services, such as automobiles, clothing, food, art, that are produced or values by society. Culture is the accumulation of shared meanings, r i tuals, norms and tradit ions among the members of organization or society. Culture is the “lens” through people view products.

SENDER – MESSAGE – CHANNEL/MEDIUM - RECIEVER (CONSUMER) – feedback. Electronic media: TV, internet, radio Sender, Sender, Sender -COMMUNICATION MEDIUM – Reciever, Reciever, Reciever

Depression & WWII (GI Gen) – 1901-1924 Born 1912-1927 Save for a rainy day Boyband, swing. Ronald Reagan, Katherine Hepburn Casual and national brands designer labels are not Loyal, Patriotic, solid family value, proud to serve country

 

The Post War (Silent) 1925-1942 Born 1928 - 1945 Save a lot, spend a little Frank Sinatra George H Bush, Jack Nicholson They want clothes that last without being overpriced Rebel without a cause

 

Baby Boomers I (Woodstock) Born 1946 - 1854 Spend, borrow, spend Rock&Roll, Motown, Beatles Bill Clinton, Harrison Ford Casual Levi’s Dockers and slates were developed  

Baby Boomers II (Zoomers) Born 1955 - 1964 Spend, borrow, spend Rock&Roll, Elton John, U2, Tom Hanks, Caroline Kennedy Brand matter but their brands have a hipper attitude (Guess, Banana Rep)

 

Baby Boom Generation – 1943-1960 Hippy (no target, slow lifestyle, free sex) Woodstock. Yuppies (Young Urban Professional, education concern) Blue Collar

 

Gen Y/Mil lenial/Echo Boomers – 1982-2000 Having an impact on pop culture. MTV

 

Gen X (Baby Busters Born 1965 - 1976 Spend? Save? Rap, Retro, Hootie, Blowfish, Madonna, Tom Cruise Make fash statement with antistatement.

 

Gen Y (Wired) Born 1977 - 1987 Optimistic, Experimental Backstreet boys, Britney, Prince William  

Gen Z Born 1988 - Preteens,