fashion history fashion marketing. objectives 1.what are the needs satisfied by clothing? 2.what is...
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Fashion History
Fashion Marketing
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Objectives
1. What are the needs satisfied by clothing?2. What is the history of clothing?3. What is the relationship of fashion history to
today’s fashion?
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Why People Wear Clothes?
• 20,000 B.C.-- people developed and wore clothes primarily for protection from the weather and environment.
• NOW-- other needs such as psychological and social needs.
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Why Clothing?
Physical Needs
•Protection
•safety
Psychological Needs
•Identity
•Adornment
•Cultural identity
Social Needs
•Affiliation/ fitting in
•standards
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Where fashion began?
• France – considered the center of fashion for almost 400 years from 1600s into the 1900s. Especially in Paris.
• In the 1600s, French royalty and wealthy landowners employed their own dressmakers and tailors.
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Where fashion began?
• After the French Revolution (1789), haute couture design firms grew.
• Haute Couture – high-fashion, individually designed, original, handmade garments.
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Globalization
• Industrialization, technology, globalization, and the spread of democracy help broaden the demand for fashion.
• Growth of a middle class with income to purchase fashions, not just basic clothing
• Other fashion cities- Milan and New York
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The early 1900s
• In 1909, the American fashion magazine Vogue, featured a woman in a loose-fitting style of dress.
• By 1915, styles continued to soften.• The invention of the 1st manufactured fiber rayon, or
artificial silk• Clothing that was more
functional for women who were entering the workforce.
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The 1920s
• Gabrielle “Coco” Chanel – 1st designer to introduce sportswear garments for everyday wear. As well as trousers.
• Promoted styles associated with flappers• “the little black dress”• 1926, the Women’s Fashion
Institute designed the “one hour dress.”
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The 1930s – 1950s• Dupont invented nylon,
less expensive than silk to make hosiery
• WWII fabric shortages• 1947, Christian Dior; long
hem lines, narrow shoulders and tightly fitted bodices with long, full, or narrow skirts. “The New Look”
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The 1960’s
• Hippie style – fashion consisting of clothing from the Middle and Far East
• Use of bright colors, peasant embroidery, cheesecloth, and safari jackets
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The 1970’s• Disco style – gold lame, leopard print, stretch halter jumpsuits, and white
clothing that glowed in ultraviolet light• Punk – intentionally torn clothing worn by young people with limited income• Feminist Movement – influenced women’s styles, such as shorter skirts and
pantsuits in the workplace.
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The 1980’s • “the power look” – a uniform style of suits and
blazers with shoulder pads.• Men – a more casual style of dress; “business casual”• people no longer felt that high price determined high
fashion• fitness conscious – synthetic fabrics with easy care.
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The 1990’s• Americans began dressing down, or less formally• Comfort of sport clothes and athletic clothing
became a wardrobe staple.• Grunge – a style started by youth culture. Messy,
uncombed, not too much effort.
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The 2000’s
Hipster - Mixing the fringe movements of punk and grunge, hipsters have created a style based on defying style norms. – Skinny Jeans
Juicy Couture Tracksuits & UGG Boots - The comfortable tracksuit combined chic, expensive style with comfort.
Bohemian Chic - The free-spirited, Hippie inspired style includes its well-known staples: large sunglasses, flowing skirts, boots and loose jumpers