Devi Ahilaya Vishvavidyalaya, Indore.: School of Journalism and Mass Communication M.A.M.C (4 TH Sem)
Devi Ahilaya Vishvavidyalaya, Indore.: School of Journalism and Mass Communication M.A.M.C (4 TH Sem)
Guide:- Investigator :-
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 1
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Certificate
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-2
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Acknowledgement
Last but not least, I record my genuine thanks to all the staff
members of school of Journalism & Mass Communication and those who have
directly or indirtectly helped me in my dissertation work. This thesis is dedicated
to each person whom so ever I interacted , whose example and inspiration make
me work hard.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-3
Index
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-4
Introduction to Topic
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
What is Fashion
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4th Semester- MAMC, Pg no.:- 5
The human race universally wears articles of clothing also known as dress,
garments or attire on the body in order to protect it against the adverse climate
conditions. People wear clothing for functional as well as social meanings.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
distinguish social classes sexes, occupation, marital status and ethnic or religious
affiliation.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 6
The importance of style and fashion in today's society is much underrated. The
way that you look and dress is the first impression that people have of you. In
order to give people a good first impression, you need to be dressed in a way that
fits your style and does not look sloppy or messy, but one that does compliment
you..
Fashion and style let people know if you are serious or not. The way that you
dress on a job interview tells employers if you might make a good employee The
importance of style and fashion in today's society is very important so always
make sure you look your best whenever you go because you never know who is
watching. You could end up reaping many rewards if you invest in yourself
because you will look great and feel better about yourself. Put your best clothes
on and put your best foot forward.
Fashion is one of the most important factors in terms of social interaction and
status. People would often judge other people according to their clothing. From
social gatherings to status groups, fashion is often the main theme in such
gatherings. In the case of social institutions, clothes also define people. For
example, students would not be able to go to class if they are not sporting the
right attire. Bars and social clubs also have a policy in attires. If a person is
sporting a type of fashion which is not allowed in the establishment, then that
person would not be able to enter. In the workplace, offices also require their
employees to wear the proper attire if they are going to work or if they would
have a meeting. Since sporting the right attire is important, most people do not
have the choice in clothes.
There are also other institutions that prohibit the use of casual clothing, for
example, in terms of the hospital setting. Nurses, health coordinators and doctors
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 7
need to wear the proper attire before they can work. Hospitals are all about
hygiene and cleanliness. If there would be an operation, doctors need to wear
sanitized scrub suits and gloves before having a surgery. Lawyers also need to
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
wear suits and formal attires so that they would be distinguished when they
would enter court. We can define the profession and status of a person through
his clothing. Psychologists would also use the attire of a person in their diagnosis.
People who are wearing inappropriate or dirty clothes may be defined as a person
who has a problem. Hygiene and attires would be a great defining factor in terms
of assessing a person and his background.
Imagine a world without the laws on clothes. People can just enter hospitals
pretending to be doctors or nurses because everyone is wearing casual outfits.
We would not be able to distinguish the profession and status of a person since
everybody is sporting the same outfit. Cleanliness in the hospital would be
removed because doctors can just enter and do any operation without changing
their clothes. That is why fashion is important in our society. Fashion sets
standards in professionalism and hygiene. Because of fashion, there is a decline in
sexual harassment in schools and in the workplace. Men are not tempted to
harass their colleagues because their co-workers are sporting the right outfit.
Fashion has set the social boundaries in the community. People would look
distinguished and clean if they are sporting the right outfit. Children would look
neat and tidy if they are wearing the prescribed attire when going to school.
Through fashion and the use of the right outfit, we have improved the society.
That is why people should always have some formal type of clothing so that they
can be accepted by the society. Having the right attire when going to work would
not only increase professionalism in the office but it would also improve the aura
inside the workplace.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-8
Just like a painting, or a song, fashion also plays a main role in the fusion of
different cultures and influences. Eastern and Western cultures engage in an
important part in the Fashion trends of today. These two are fused in the fashion
industry in many ways, the British borrowing from the Russians, India from the
French, Japan and Germany, and the list continues.
Since 1890, fashion expresses tremendous influences from the Eastern culture in
the western dress resulting from the artists and designers renowned interest in
Art Nouveau. The 1905 war between Japan and Russia and the Chinese revolution
in 1911 were fundamental for their inspiration at the moment, as well as today.
Some of the most common characteristics are V-necklines, straight seams,
hourglass silhouettes, full sleeves toward the end, sleeves sewn to bodice and
contrasting wide waistband, to name some.
In any store or designer line, you can find eastern inspired clothing like
embroidered tunics, beaded necklines on dresses and shirts, jeweled handbags in
Sari fabrics, reminiscing different characteristics from the East. Pashminas, for
example, are now an every day basic item for most women to wear either on a
date to the movies or to a fancy formal gala.
The element of women wearing pants, men wearing caftans have even translated
to comfort while being considered chic forms of relax-at-home fashion. Attire
wrapped around the body like kimonos and robes, rich color fabrics, even pagoda
sleeves are eastern trends incorporated in western fashion.
Season to season, we see fashion face some radical changes, but the east and
west mixture is inescapable, resulting always in a beautiful, artistic and also
commercial masterpiece representing a multicultural society of designers and
consumers.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 9
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 10
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-12
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
With stories which cater to Indian household, serials have become an integral
part of life of several women and with hundreds of serials on air, the affect of it
on the society is immense. With such a huge approach to the common mass, one
cannot deny the affect of the serials on the fashion sense of the society.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-12
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
3.Cultural Misleading –
4.Loud Jewellery –
Loud jewellery are back in trend, thanks to the affect of daily soap
on the Indian fashion. Elaborate jewellery with intricate work and stone setting is
what everyone has to offer.
Daily soaps are ruling the Indian fashion sense and fashion industry. It is not only
affecting Indians in India but also Indians abroad and also the western crowd.
Infact Indian jewellery and bright clothing has gained immense popularity in
Germany.
The communication links brought about by the Hindi daily soap is immense. Hindi
daily soaps have gained attention all across the globe because of easy access to the
Hindi channels. Even if the country is facing financial crisis, it will have capital to
Star Plus is the mostly watched channel. This is because Star Plus is one of
the oldest channels and people are acquainted with it for a long time.2 Most of the
popular shows watched by the students are also from the Star Plus like “Kasauti
Zindagi Ki”, “Kumkum”, “Bidaai”, “Kaahin To Hoga” and “Kis Desh Mein Hai
Mera Dil”. The students prefer to watch these serials because the themes of these
serials- love, friendship and fashion appeal them. On the contrary, the themes of
“Balika Vadhu” and “Jai Shri Krishna” do not appeal the students because these
Most of the Hindi daily soaps are produced by Ekta Kapoor of Balaji
Telefilms. In every serial, Ekta makes woman as a protagonist and antagonist. The
reason might be that she wants to satire the existing male dominated society and
give the message about women empowerment. Moreover, we found that antagonist
2
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-
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School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
and protagonist are given different look via clothing and accessories. This has
affected the sale rate of sarees and salwar kameez. From the interview of the i
found that light colored sarees and salwar kameez are in high demand. This might
be because the customers want to create a positive image like that of the
protagonist.
Furthermore,i found that one serial offers variety of style. For instance, in
“Kasauti Zindagi Ki,” the characters wear dresses ranging from traditional saree to
modern skirts and t-shirts. The designer uses this strategy to show the difference in
daily soaps focus more on the costumes and style as compared to designers of the
prefer jewelry because wearing traditional and old ornaments might make them
look mature. However, shopkeepers said that the number of married women in
clothing shop is increasing nowadays. The reason might be that the married women
After analyzing I found that Hindi daily soaps have brought a revolution in
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-15
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
the dressing style of common people. Due to publicity of the same design people
are encouraged to purchase it. In one way it helps binding people, but on the other
Do you remember the time when Aishwarya Rai was pulled into controversy for
her western dress in the Cannes? It was the time when Indian fashion was the
follower of the western fashion, trying to blend in the both to produce something
creative. Western wears like one shoulder dress etc got migrated into Indian.
Someone who did not know how to carry a western fashion was an outcast. Vidya
Balan came into trouble for her fashion sense with her movie 'Hey Baby' and
competing with her for the title of worst dressed was Rani Mukherjee, for Tara
Rum Pum.
Indian Fashion made a comeback. From being a follower, Indian wears now is
being followed in the western culture. Vidya Balan has decided to stick to
Kanchipurm sarees, teamed with long jhumkas and traditional neck pieces,
Aishwarya Rai Bachchan, Deepika Padukone, Kareena Kapoor has shed the
western wears to dress in Anarkali style suits. All dressed in designer Indian wears
with traditional jewellery and Indian make up.
The rising demand of Indian wears abroad specially in the US and Germany proves
that Indian fashion has made a comeback. The people in foreign wear Indian
dresses and the Indian jewellery in parties.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-16
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Indian Costumes
People in India wore mostly cotton clothing. India was the first place where cotton
was grown, even as early as 2500 BC in the Harappan period.
By the Aryan period, women wore one very long piece of cloth called a sari, that
they wrapped around themselves in different ways. The word “sari” comes from a
Sanskrit word that just means cloth. Saris are first mentioned in the Vedas, about
600 BC. Rich women wore saris made of silk, but most women wore cotton
ones.There were many different ways of draping saris – to dress up women wore
them like skirts with a top part thrown over their shoulder or worn over their
heads as a veil. Working women often pulled their sari up between their legs to
make a sort of pants. Women who were fighting with the army tucked in the top
part of the sari in the back, to free up their arms for fighting. Most saris were five
or six yards long, although some saris were nine yards. Younger women generally
wore brightly colored saris, but widows and other women in mourning wore only
white ones.
How to put on a sariMen also wore one long piece of cloth called the dhoti, which
was generally white. They wrapped the dhoti (DOE-tee) around their legs to make
sort of pants like the working women. Dhotis though were shorter so they didn’t
have the part that covered the chest and shoulders. Men also often wore long
cotton cloths wrapped around their heads as turbans.
With the Islamic invasions around 1000 AD, Persian fashions in clothing entered
India and became popular especially in the north, though they never replaced the
sari or the dhoti. Both women and men began to sometimes wear trousers with
long tunics over them down to their knees. The trousers are called churidar.
Women generally wore churidar with a long veil or scarf over it. Indian women
who could afford it generally wore a lot of silver or gold jewelry, especially
earrings and nose-rings. Sometimes they also put a spot of red on their foreheads
called a bindi (BINN-dee) as a decoration.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-17
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Dhoti
Dhoti kurta is the traditional Indian clothing of men. Unlike other dresses, it is an
unstitched piece of cloth usually 5 yards long that is tied around the waist and
legs. The knot is tied at the waist. Dhoti is known by different names at different
places such as Laacha in Punjabi, dhuti in Bangla.
Kurta
Kurta is a term used to refer to a long loose shirt, the length of which falls below
or may be just above the knees of the wearer. In the olden times, it was primarily
worn by men, but today, it has become a unisex dress that both men and women
can wear.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-18
Indian Sari
Sari is one of the most wonderful dresses worn by Indian women. Infact, when
one thinks of a typical Indian woman, the first thing that strikes the mind is a
woman clad in sari, who is wearing the solah shringar including bindi, chudi, kajal
etc.
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Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-19
Turban
In India, one can spot many men wearing turban. Well, turban is tied not for the
sake of fashion, but because it has a lot of significance in the lives of Indians. The
hair turban is a headdress that basically consists of a long piece of unstitched
cloth, which is wrapped around the head.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-20
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-21
People of the Sutra age appear to have worn garments made of cotton, wool, flax,
hemp,animal skin, silk, and bark; the last two kinds were probably used
exclusively at religious rites and sacrifices. Ksauma and Kauseya are the words
used to denote clothes made of linen and silk respectively. An upper garment and
a lower one were usual. On certain occasions, the turban (usnisa) was also used.
Adhivdsa is the term used to denote an upper garment. Prdvarana is also found to
indicate a wrapper or an outer cover. Both weaving and sewing appear to have
been in vogue. Kumba-kurlra appears to have been gold ornaments attached to
the head-dress; some however, take it to mean a hair-net. Blankets of wool
(Kambala) and of the hair of mountain goats (Kutapa) were used also used. As far
as ornaments are concerned, both males and females of the Sutra age appear to
have worn them. Apart from earring and other stuffs of gold and silver, niska or
necklace worn round the neck, made mostly of gold and sometimes also of silver;
it appears to have been used by both men and women. Rukma, made of gold or
silver, seems to have been a encircling ornament, with 21 studs sewn in a strap of
deer-skin and strung on a three-fold hempen cord, worn round the neck.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-23
were obviously in trend. Shaving the head and beard was necessary on certain
occasions, for example Srauta sacrifices and at the end of the period of mourning.
Women sometimes used to keep two locks of hair.
The different kinds of fabric, used for making garments, according to Panini
included Kauseya meaning silk cloth, woollen cloth and cotton cloth. Some of the
garments were antarlya, pravara and Brhatika. Antarlya appears to denote cloth directly
covering the body. Pravara seems to have been a wrapper. Brhatika was, perhaps, an upper garment
thrown over the shoulders, and hanging down to the knees. Several kinds of blankets appear to be
referred to by Panini and Patanjali. Beautifying the body with ornaments and various kinds of decoration
in the Paniniyan age includes aids like Darpana (mirror), anjana (collyrium), mala (garland), gandha
(perfume), danda (stick), asi (sword), updnah (shoes), the last three appear to have been used by males.
Several references are found about the costumes of ancient India in the greatest
epics Ramayana and Mahabharata. In Ram numerous references to clothes
especially glittering robes have been found. The grown-ups appear to have worn
two pieces of garments, one lower and the other upper; the former called vastra
and the later uttariya. Women also used an uttariya and an adhovastra. The
words sucl (needle) and tunnavdya (tailor) also occur in this epic thus symbolising
that sewn clothes were in use, and sartorial service was in demand. Kancukas or
jackets and usnlsas or turbans appear to have been put on mainly by attendants
and soldiers. A kind of head-dress appears to have been put on by Raksasa
women. It has been also found that wooden or leather sandals were mainly used
by men.
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Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-23
age appear to have been particular about hair-dressing. It is believed that horn of
a buffalo was in use for blowing or wearing a horn on the head; even today
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-24
people of some aboriginal tribes are found with horns on their heads. Not much
information about the garments of women is found in Mahabharata. At the time
of marriage, brides appear to have worn silk cloth usually of red colour. Women
appear to have used ornaments like necklace, ear-ring, jewels, niska (gold coin),
conch-made things, bracelet, etc. Flowers and garlands were widely used in the
epic age.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-25
Some fashions are classic, meaning that they stand the test of time and
may never “go out of style”. However, other clothing items are just “fads”,
meaning that they are only in style for a short season and then no one
seems to want to wear those certain clothing items any more.
Sometimes the popularity of a particular outfit or accessory depends upon
the tastes of a particular group of people. For instance, one “clique” (tight-
knit circle of friends) during the 1980s may have been into wearing ripped
jeans with a leather jacket while others preferred to dress in casual slacks
and a button-down shirt.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-26
adults of this time. In the 1920s teens wore outfits such as the schoolgirl cadet
style outfit which consisted of a gathered skirt with a hemline just below the
knee. This skirt was usually accompanied by the wearing of a V-necked bottom-
down jersey knit cardigan, white collared shirt, and tie. On the head was worn a
beret. Other teen girls and/or older children often wore cardigan sweaters, cotton
frocks, and canvas shoes. Sometimes they wore sandals with their outfits. In the
1930s teens and/or young women would dress to imitate movie stars as much as
possible. In the 1940s during World War II natural materials for clothing were
scarce. Children’s and or teen clothes were made with the same fabric as adult
fashions were (rayon and viscose). During this time, clothes were mended when
worn and when new clothes were needed drapes, sheets, pillow cases, and other
household materials were used to make new clothes. During the 1950s, new teen
fashions began to develop, especially between 1955 and 1960. In fact, this was
the period of time when teens began to purchase their own clothing, which was
one of the reasons why they became such an influence on fashion that was made
during this time. Teen’s girls in the mid to late 1950s wore clothing items such as
an oversized sweater, buttoned cardigan, and/or a simple long tweed skirt.
Around their necks they sometimes wore a string of beads along with it. In the
1950s, groups of teen girls also sometimes wore baseball jackets and loose jeans
rolled up. Most adult woman would where such an outfit (i.e. these girls’
mothers).
In the 1960s mini-skirts and mini-dresses became very popular. During the late
1960s long flowing “hippie” dresses were sometimes worn by teens or young
women. These styles along with jeans and T-shirts and psychedelic clothing were
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
also very popular with youth, especially those at least 18. This trend continued on
throughout the 1970s, which also included the wearing of bell-bottoms. The
1970s was considered to be all about individual expression. In the 1980s overalls,
sweat suits, Spandex sportswear, cotton jersey dress, and baseball shirts were
often worn by teens. Additionally, parachute pants, jeans (straight-legged or
narrow-cut), sneakers, and denim shirts or jackets.1990s teen styles have many
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-27
more variations than in decades before. As in the 1970s, fashion from this time on
became more about individual expression for teens rather than following a trend.
As a result, numerous sub-groups, often called “cliques” resulted. From the 1990s
to the present day (2007) one group of teens may wear the usual jeans and T-shirt
outfit. Bell and flare-bottom pants are probably the items of clothing worn by the
largest group of teens. Other groups, such as punks, wear ripped jeans, spiked or
colored hair, and body piercing. Speaking of body piercing, this practice has gone
way beyond the traditional pierced ear. Navals, eyebrows, noses, and even
private areas of the body are worn by teens.
In the present day, teen fashion has also become quite risqué, although fashion
professionals frown upon certain trends. Midriff shirts that rise too high above
the “belly button”, shirts that show too much on the top portion of the body, and
opened-fly jeans are frown upon in many learning institutions.
and shorts was a big hit in the 1950s. This outfit was most likely worn as a
swimsuit. Middle-aged boys in the 1920s wore items such as a gray or
brown woolen suit jacket with matching vest and trousers. From this time
throughout the 1930s different styles of knickers (knee pants) were worn
by boys as well. Sometimes knickers were worn with knee-high print socks
(as appears in one photo) and shoes. Older boys wore wool slacks and
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pgno.:-28
necked jacquard patterned sweaters in the 1950s. Also in the 1950s, boys wore
navy denim jeans with a checked cotton button-down, collared shirt.
In the 1960s, outfits for school and sports became more casual. One of the simple
signature outfits of this decade is the black and white washable Welsh wool dress.
In later years, these dresses were then made from man-made materials. Gingham
skirts were displayed in an Issue of Vogue during this decade as well, which
means these dresses were most likely worn quite a bit. Bridesmaids’ dresses in
the 1960s were long and designed with a raised waist. For the boys n the year
1964 boys often wore a wool blazer and grey marl shorts. During this time, both
boys and girls wore short white socks while young followed by knee-length socks
when older. These socks were often held up by garter belts. Toddlers in the 1960s
were often seen in pinafore rompers. These were often worn over a blouse or
jersey. From 1965 to 1970, outfits such as the machine-washable sleep suit were
worn by babies, and this outfit was considered to be one of the most useful
clothing items up to this time period.
For the small boy during the late 1960s and early 1970s, a tweed coat with long
trousers-similar to the 1950s boys outfits-is worn with a stiffened woolen hat.
Girls during this time dressed much like the women of the time, in high-waist
dresses and matching ribbed tights. Sometimes young boys during the latter
portion of the 1960s also dressed like little men. For example, they dressed in a
drip-dry shirt, bow tie, and waistcoat or a tweed coat and long trousers (for
winter). In the 1970s, girls wore a variety of different kind of outfits similar to
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what women wore, such as Indian print shirts. They also wore print silky outfits of
a matching shirt and flared pants. The 1980s is the start of another evolution in
children’s fashion. Girls during this decade wore outfits such as the unisex
polycotton brushed leisure suit. Small boys during this decade wore outfits such
as a suit with a bright blue top that has red sleeves with logo on chest, along with
pants to match.
Other children’s outfits worn during this time include girls’ dresses in blue and
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-29
white, with vest-shaped top and gathered short skirt. This was often worn with
accessories such as heart-shaped sunglasses, canvas sandals, and hair tied up with
bright stretchy bands. 1990s school and summer fashions were made for children
to be able to move and play in. A signature boys’ outfit of this time is the blue
jeans overall outfit, and the girls’ signature outfit is the jean dress with a white
trim and pink shirt underneath.
Clothes from the 1990s for children share a similar vein as to the ones in the
present day. The most important aspect of making clothing for children today is
to make sure the outfits are safe to wear and that they fit well.
More than a hundred years ago, businesses started the idea of branding products
so that people would find it easier to know the difference between premium
manufactured products and the products which are cheaper and less known.
Traditionally, the USA is recognized for their high quality brand name products
which enable them to have the power to charge higher prices. People worldwide
know just what they are receiving when they buy from the US.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:30
Does branding a product work with internet sales? Branding a web site is more
essential than the branding of separate products. Studies reveal that online
buyers look more for sites that they can trust and sell what they want at lower
prices than the actual brands that are for sale. Therefore, web sites which sell
products need to take extra time to advertise their website more than the
product itself.
The purpose of most advertising methods is to learn about what customers are
searching for and make it available to them. In conventional retail stores, superior
qualities branded products are very important. At the same time, people who buy
products on the internet are looking for better than ever quality web sites.
Most of the customers are obsessed with brand name products. They prefer
buying only branded products be it for their food, clothing or any other item. Why
are branded products so popular with the consumers? This is because the
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Clothing is just not to cover the body at present, it is the part of the fashion.
Everyone wants to be perfect in outlook and so they prefer the finest clothes. The
clothing industry also changed a lot and there are lot of brands, fashion houses
and fashion magazines where interesting articles and new trends are being
introduced each week. Therefore people have become more attentive in the
brand name clothing than the traditional clothes. It is because they are looking for
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-31
the style and the personalities that will make them look better. In the office,
home or in parties most people wear different sets of clothes only to highlight
themselves. This kind of self consciousness is the key point, that will make the
fashion houses and their brand name clothes popular all around the world.
Hugo Boss
Jil Sander
Just Cavalli
Moschino
Prada
Salvatore Ferragamo
Ted Baker London
Theory
Trussardi
Versace
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4th Semester- MAMC, Pg no.:-32
Armani
Burberry
Costume
National
Dolce & Gabbana
Evisu
GF Ferre
Grifoni
Just Cavalli
Moschino
Paul Gaultier
Roberto
Cavalli
Salvatore
Ferragamo
Trussardi
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Valentino
Evisu
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-33
Fashion Forecasting
Fashion forecasting is the prime issue underlying the issue of trends. It is not an
occupational guessing game because very substantial amounts of money of the
fashion industry are at stake. It Is a vital activity where experienced fashion
analysts scrutinize past buying patterns signs for current market dynamics and
project these into the future. There are forecast agencies that collect facts
pertaining to consumer buying patterns, activities and occasions for which clothes
are needed, their priorities, reading habits etc. this is done through liaison with
stores, retailers and wholesalers fashion professionals also rely on information
sources such as design, colour and video Services, newsletters, books, magazines
and websites. In order to gear up for the season to come, the fibre and textile
producers must start new developments almost two years in advance, clothing
and accessory manufacturers must have their products ready well in time months
before the consumers' wearing season. Without well-judged projections of
designs, colours and fabrics by the forecasters, the producers would not be able
to sell in large quantities of unsold to be disposed through discount sales, the
importance of the forecaster in trend analysis becomes invaluable.
Forecasting is of 2 types :-
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
Long term forecasting (over 2 years ahead) is used by executives for corporate
planning purposes. It is also used for marketing managers to position products in
the marketplace in relationship to competition.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-34
For companies that need to do a design assignment whether it's creating a new
product or pretty much anything else regarding design, it is a great help to gather
information outside the company. In the end everyone will benefit of each others
core competencies.
To cope with the ever-changing world, the marketing segmentation and targeting
techniques are rapidly evolving from traditional, static, demographic-based
criteria towards dynamic, mood, lifestyle and psycho graphic influences. Fashion
forecasting is the prediction of mood, behavior and buying habits of the
consumer. It is no longer a question of identifying your customers by age,
geography or income, but looking into how and why they buy, based on their
mood, beliefs and the occasion.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-35
consumer, and between the various segments in the supply side chain.
b) Consumer research
Manufacturers and retailers may ask consumers directly about their buying
preferences. Consumer reactions are compiled and tabulated to find preferences
for certain garments or accessories, colors or sizes and so on ,or products to fit
specific consumer tastes.Surveys, by telephone or mail are conducted by
publication and market research companies for manufacturers and retailers.
These surveys include questions about income, life-style, fashion preference and
shopping habits. Customers are usually selected by the market research firm to
meet with manufacturers or retailers. In-store informal interview can help
researchers obtain information by simply asking customers what they would like
to buy, what styles they like that are currently available and what merchandise
they want, but cannot find. Because of their close contact with their customers,
owners of small stores can often do this most effectively.The apparel supply chain
has one purpose, i.e. to provide an appealing and desirable product to satisfy
customer needs, wants or aspirations. When successful, the connection results in
a sale, because this connection is the purpose of the process. Every forecast
begins with the customer, by observing the customer's adjustments to the
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
marketplace and in the unexpected ways the customer adjusts the marketplace to
his lifestyle and preferences. onsumer research figures are important in decisions
about product development, brand marketing and retailing.
c) Colour Forecasting
Stimulating sales is the driving force behind color forecasting. Color grabs the
customers' attention, makes an emotional connection and leads them to the
product. Even when the basic product stays the same, changing the color gives a
sense of something new. Color consultants help companies decide on the right
color story to sell the product. Some consultants specialize in advising on color.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-36
d) Textile Development
Fabrics range from slick surfaces like leather and futuristic plastic to softer
surfaces like cashmere, from flat weaves to heavy textures like boucle and from
the solid structure of flannel to the web-like open structure of crochet. Clothing
has been called "the second skin" in recognition of its intimate connection with
a person's physical and psychological comfort (Horn, 1975). So it is not
surprising that news about which fabrics are "in" or "out" plays such a
prominent role in forecasting fashion. Newness in fabrics comes from the
introduction of new fibers, the manipulation of yarn and fabric structures,
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore
The fashion shows: The word here is its widest possible interpretation to refer
to the range of organised textile and fashion garment trade shows, operating
over the 16 months preceding season. Trade shows, whether yarn, fabric or
product have a basic function, which is to sell products.
Visitors vary according to the nature of the show. A yarn show will attract a
range of people including fabric manufacturers, some retail buyers and
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-38
designers. The fabric show performs a more balanced role with great emphasis
on then sales of the fabric, but with more retail designers and buyers attending,
as the product on the show has a greater relevance to garment design. Garment
design shows are much more diverse, ranging from the products trade shows
through to the high profile Ready -to-wear Designer shows like London Fashion
week and then the exclusive Couture shows.
Continuing this sequence, specialist product trade shows are held after the
fabric shows. These shows are segmented according to broad sector like men's
wear or women's wear, and by specialist product categories, like sports wear or
lingerie. These shows are a good indicator of color, fabric, styling and new
products.
f) Sales Forecasting
g) Cultural Indicators
In the apparel field, companies need an early warning system so that specific
product categories can be fine-tuned to trends within a market segment. While
timing is important, an agile and responsive company will be able to capitalize
on trends whenever they are spotted; sometimes just as a glimmer far in the
future and sometimes as a phenomenon in the building stage. Waning trends
are another signal. When some avocation, interest or lifestyle loses cultural
power, it is a good time to survey the information landscape for the next big
thing.
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-38
development that combines the evolved views of textiles and product trade
show, forecasters, designers buyers and ready to wear shows. Like collage, the
final picture emerges after various layers have come together. Even though
these shows have an impact on some last minute high street fashion buys, their
major impact is mainly on reflecting the final views on trends close to the
season. Crucially, the media coverage of the shows is another important
dimension in the trend development process, as it highlights fashion trends that
fashion editors believe will be strong for the forth coming season. Such
'authoritative' coverage of the media, focusing attention on aspects of fashion,
including the 'must-have' looks, colors and products influences the consumers'
acceptance of hot trends for a season.
For apparel executives, hitting the target requires a balancing act between
anticipation of future developments and improvisation in the face of change.
The marketplace locks into one pattern, holds it briefly and then cascades into a
new configuration with the slightest jar to the equilibrium. In the marketplace,
those shifts may correlate with:
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Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-39
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-40
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