FASHION BASICS

INTRODUCTION TO FASHION AS A CONCEPT

FASHION ETYMOLOGY AND CLASSIFICATION
INTRODUCTION TO
FASHION AS A
CONCEPT
• SOCIO-PSYCHOLOGICAL ASSOCIATION

• PERSONAL PERCEPTION OF FASHION

• FASHION AS A SYSTEM

• FASHION AS A CULTURAL SYMBOL

• CONCEPT OF LUXURY
 SOCIO-PSYCHOLOGICAL ASSOCIATION
Fashion has been identified as fulfilling a vast range of
physiological, psychological and our social needs. Individuals
prefer different kind of clothes, make up, hairstyle,
accessories, lifestyle etc. to fulfil all these needs.
Highlighting a brief of all those factors which affect clothing
preferences and will proceed by focusing in detail about
various view points on the basis of the following
sociopsychological factors namely –
a) Cosmopolitanism; b) Self-Esteem; c) Mood; d) Body-
consciousness and Appearance.
All the factors whether physiological, psychological and social
are multi-dimensional in nature and interdependent. It was
also found that the new emerging psychological factor in
fashion preference is cosmopolitan attitude of individuals and
it is closely related to self-esteem.
Mood was found as a great influencing factor in fashion
preference of individuals and vice versa. In conclusion, no
single factor can be solely responsible for fashion preference
but yes each factor has its own importance and has different
impact on a person of a particular age-group and sex. 3
 FACTORS AFFECTING CLOTHING PREFERENCES
Clothes provide satisfaction to human beings by fulfilling their all kinds of needs. Famous fashion
designer Michael Kors said that “Clothes are like a good meal, good movie, and good pieces of music.”
This statement clearly explains that clothes are deeply connected with us both physically and
psychologically but the connection is greater psychologically.
Man is a gregarious animal so we cannot leave social needs which also have equal role as
physiological and sociological needs. “Clothes mean nothing until someone lives in them.”
Another famous quote by the fashion designer Marc Jacobs further explaining the magnitude of
clothes i.e. clothes are the second skin of human beings with which we all are psychologically
connected.
Clothes are not just considered as a basic need now days, as it was considered during early days of
human conception. Clothes were, clothes are and clothes will be worn for various reasons and
motivating factors. According to theory of clothing, we started wearing clothes because of four
reasons- modesty; immodesty; protection; and adornment

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FACTORS INFLUENCING
CLOTHING PREFERENCES
There are various factors which affect clothing preferences.
Motivating factors which influence clothing preferences can be majorly classified on the
basis of three human needs namely: Physiological, Psychological and Environmental. Thus,
on the basis of these needs, motivating factors can be classified into three categories
namely physiological, psychological and environmental.

These have further various factors which affects clothing preferences. All these factors are
inter-related and multi-dimensional in nature as no single dimension is solely responsible
for clothing preference of any individual at a given time.

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 FACTORS INFLUENCING CLOTHING
PREFERENCES

Physiological Psychological Environmental

DEMOGRAPHIC: WEATHER:
Age, Gender, Skin Age, Gender, Region Region (Country or AVAILABILITY
color, Body shape & Mood, Self-esteem, Self- SOCIAL:
(Country/ Place), Place), Protection
size, Physical self concept, Appearance Religion, Cultural
perception Social acceptance, Education, values
consciousness, Appearance Profession, Economic status,
(Adomment, importance, Body satisfaction Lifestyle, Physical activity, Peer
Modesty, on -dissatisfaction , Body pressure, Image formation, Media,
Immodesty)
consciousness, Body image, Cosmopolitanism, Personality
Personality Dimensions, Dimensions,.
Personal satisfaction,
Happiness, Comfort, Identify,
Orientation towards clothing

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 So it can be said that, a cosmopolitan
COSMOPOLITANISM individual’s lifestyle is influenced by different
cultures, they are more sensitive towards other
cultures and willing to adapt. Awareness
through mass media, foreign trips and
availability of international brands has exposed
people to different cultures. In short,
globalization has lead to multi-nationalism and
multi-internationalism. One’s cosmopolitan
attitude can be seen easily visible through its
clothing practices/preference. Maximum
findings are from India which showed that
Indians appreciate western clothing. They like to
wear and actually wear western clothes in their
Cosmopolitans are defined as daily life. But, when it comes to acceptance of
individuals who adapt and interact with majorly old or middle age adults are rigid to
people of different cultures, imbibe their roots and culture which is clearly visible in
diverse cultural values and favour their attire especially during special occasions
associating with multiple cultures. like marriages and youth is bounded to some
extent to their culture and roots. The same
behavior can be seen when it comes to food but
not for other products like gadgets.
The trend is changing now and Indians are
accepting and wearing different culture clothes
especially influenced from western culture but
with an addition of Indian touch (appreciating
own cultural roots).

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FASHION AND SELF PERCEPTION
You know that old saying, “A picture is worth a thousand words”? This
may be the best way to understand the influential role that clothing
plays in communication.

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 You know that old saying, “A picture is worth a thousand words”? This may be the best way to
understand the influential role that clothing plays in communication. When a person has no spoken
word to go by, they often form impressions of others based on visual cues, such as that person’s
clothing. Clothing is a nonverbal tool and an expressive one at that. Clothing style and height are known
as “static” cues, while facial expression, posture and body movement are known as “dynamic” cues. A
big part of self-esteem is actually how you see yourself, whether it’s true or not.

The way you feel about yourself is called self-concept; the way you see yourself is called self-image.
Your self-concept is an assessment of your psychological self; your self-image is an assessment of your
physical self. However, our self-concepts and/or self-images frequently determine the clothes that we
choose to wear. At the same time, the clothes we wear may influence the way we feel about ourselves.
Our behavior changes as frequently as do our roles in life and the clothing we choose to fit those roles.
Clothing also reflects our different moods and emotions. Our favorite garments are comfortable-
psychologically as well as physically. The teen years are partly spent discovering one’s own identity and
individuality. This is a time when individuals enjoy experimenting with different types of clothing,
hairstyles, accessories and makeup. Through trial and error, you accept or reject styles, colors and ideas.
This experimentation plays a really important role in the decisions you make about yourself and in
developing your identity and individuality.

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 Self-perceptions such as sociability, emotional stability, dominance and work
competency vary based on whether a person had a positive or negative feeling about their
own dress. When a person indicates high clothing satisfaction, they have higher levels of
sociability than those who experienced low satisfaction. Person who is confident with their
clothing tends to have positive emotions.

For example, in relation to clothing satisfaction, someone comfortable in their attire

may exude confidence, while one dissatisfied with their dress may experience self-doubt or
anxiety. Dressing smart is also important for your confidence and sense of self-
empowerment. But your style does more than just send messages, to your mind or to
others.
Individuals not only use clothes to define and communicate their social identity to
others (Feinberg, Mataro & Burroughs, 1992), they also use it as a symbol of their
connection to others. So, while a perceiver’s characteristics and behaviors may affect the
way that person forms impressions of others, their social groupings can also affect the way
that person sees themselves and the way they choose to dress.
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 Designer outfits and trendy apparels always work to your advantage. Even if you do not have
that body language that sends off powerful vibes, a stylish formal attire that makes you appear
debonair will do the work. That’s when you’re exuding a style statement. When you put on stylish
outfits, you’re not just making a statement but are also dressing up for a predefined image. The
entrepreneur, the gym lover, the party animal, or the laid back dude from downtown! It is an
essential element of our self-creation that ties naturally with how we look and feel about ourselves.
The idea behind official wear in the workplace is primarily a matter of perception. How you
dress will affect how your clients, employees, and even how your colleagues look at you. You have to
dress the part if you want to feel powerful. The perception other people have of you, without a
doubt, raises or lowers your self-esteem.
Another crucial reason why fashionable clothing directly relates to our mood, personality, and
self-esteem is the quality every clothing item carries. Clothes entail classes; they have personalities
too! Each design element, the colors, the fabric, and the shape define a particular aspect and
perception. All these create a specific standard that relates to our personal fashion sense and style
statement. For example, when you wear a black silk dress, it exudes sophistication, elegance, and
power. Also, the fabric specifically indicates qualities like opulence and luxury.
When you buy something that matches your fashion statement, it tends to give off natural vibes
of confidence, high self-esteem, and a positive personal image of you.
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FASHION AS A SYSTEM

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 The fashion industry forms part of a larger social and cultural phenomenon known as the “fashion system,”
a concept that embraces not only the business of fashion but also the art and craft of fashion, and not only
production but also consumption.

The fashion designer is an important factor, but so also is the individual consumer who chooses, buys, and wears
clothes, as well as the language and imagery that contribute to how consumers think about fashion. The fashion
system involves all the factors that are involved in the entire process of fashion change. Some factors are intrinsic to
fashion, which involves variation for the sake of novelty (e.g., when hemlines have been low for a while). Other
factors are external (e.g., major historical events such as wars, revolutions, economic booms or busts, and the
feminist movement). Individual trendsetters (e.g., Madonna and Diana, princess of Wales) also play a role, as do
changes in lifestyle (e.g., new sports, as when skateboarding was introduced in the 1960s) and music (e.g., rock and
roll, hip-hop). Fashion is a complex social phenomenon, involving sometimes conflicting motives, such as creating
an individual identity and being part of a group, emulating fashion leaders and rebelling against conformity. The
fashion industry thrives by being diverse and flexible enough to gratify any consumer’s desire to embrace or even
to reject fashionability, however that term might be defined.
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FASHION AS A CULTURAL SYMBOL

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 A CULTURAL SYMBOL
Clothing as a cultural and social identity which is understood to be a part of symbol that can explain a person's
identity. This has been felt by humans since ancient times and developed along with the development of human culture
and civilization. From this point of view, we can learn things related to clothing. Every country or region has different
characteristics as an identity that is manifested in the form of traditional or distinctive clothing, customs, folk songs, and
language. This can be used as a characteristic of every country or region that generally aims to be easily recognized by
the wider community. One of the identities of a region is the form of clothing or clothing used. The need to know the
characteristics of other regional or country cultures is very important in adding insight as well as citizens can recognize
the culture or identity of other regions or countries so as not to be blind in insight and not favour selfishness to
recognize the identity of other regions or countries. So many regions and countries have different characteristics.
Possibly there are similarities that originate from where they came from like if a country once united and then divorced
to establish its own country, this can create equality.
In the process of modernization it can hardly be limited in scope and problem, from social, economic, cultural and so
on. The clothes worn by someone have hidden meanings and messages, even clothes no longer only function as
protectors but also to show their social status in society. If you look at the traditions and customs of different regions,
you can also know that clothing and its use is growing, namely clothing that is used for everyday activities and clothing
that is worn on certain events, complete with veiled messages on the clothing.

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 The ability of humans to develop equipment and how to control technology is possible because of the
symbolic power that is not possessed by other creatures. By using symbols that are given meaning, humans can
convey their thoughts and knowledge. Clothing is one of the cultural expressions. Therefore, when someone is
dressed, we can judge a culture that is in him or clothing is a form of intercultural communication because
clothing reflects a culture. Dress ethics is also interpreted as a reflection of ourselves in interpreting the meaning
of ourselves in dress that is polite and good, if we wear polite clothing means we have good ethics, if we wear
clothes that are not good, it means that we are stamped with bad ethic, let us go high-end clothing ethics that are
polite and kind. Apart from functioning as protective clothing, it is also a form of communication, as stated by
Adler and Rodman (1999) that clothing can be used to display economic status, education, social status, moral
status, athletic ability, funds know interest, belief systems (politics , philosophy and religion, and level of
satisfaction. Clothing that is as a support for our daily appearance will provide an assessment for those who see it.

Socio-cultural changes that occur in society, such as changes from traditional society to modern, it turns out
that not all people can accept it, but there are some people who cannot accept it. Communities that cannot
accept change usually still have a traditional and thick mind-set, so they are not easily influenced by new things,
especially those related to beliefs or belief systems that have been believed for generations. Traditional
communities tend to be more difficult to accept foreign cultures that enter their environment, but there are also
people who easily accept foreign cultures in their lives. This is due to the element of foreign culture that usually
brings great convenience and benefits to their lives, or elements of culture that easily adjust to the state of the
people who receive these elements.

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 The different clothing between one region and another, due to human culture in each region tends to be different,
which is influenced by the surrounding environment. The difference in clothing in each region is because each region has
customs, habits, ways of life that can be different from one another, and different socio-cultural environments.

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FASHION : CONCEPT OF LUXURY

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Any potential luxury brand should be evaluated by the constitutive characteristics of luxury, which are described in
detail in one of the following chapters. These explanations are summarized by the following principles:

•Price: The brand offers products which belong to the most expensive products of their category.

•Quality: The brand offers everlasting top-of-the-line products, which won't be disposed of even after long utilization or
defect, but rather repaired and which often even gain in value over time.

•Aesthetics: The brand behaves like a chic and vain dandy, who would never leave the house in less than perfect
style. Whenever and wherever the brand is seen, it embodies a world of beauty and elegance.

•Rarity: In contrast to mass-market brands, the brand needs to limit its production and tries not to disclose its (high)
sales numbers. The brand plays hard to get and is not available at all times or places.

•Extraordinariness: The brand has a mind and style of its own and its products offer a "kick" and surprise with the
"expected unexpected."
•Symbolism: The brand stands for "the best from the best for the best"; its charisma fills the room, and regardless of
whether it is of a conspicuous or understated nature, deep inside, it is swollen with pride.

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 When you go to fashion shows like the ones which took place yesterday, to see two big names, Dior and Lanvin,
you stop and think about what luxury is. What is luxury? Quality and not price? Yes, maybe, but it's not enough.
Luxury involves a much wider concept. If you misunderstand it with richness referring to expensive items only,
then you have an old idea of luxury. Plus, luxury is not necessarily elegance.

Luxury is not easy to define. The high-quality and creative ready-to-wear is identified as a luxury symbol. And it is,
of course, from a business and brand placement point of view, addressed to a high consumer range.

I think this term has been changing its exclusive "richness symbol" meaning in time. As a matter of fact today we
can meet people who wear any kind of luxury symbol without "looking" luxury. They only look rich. Because today
luxury involves exclusiveness, nearly uniqueness, and not because it is addressed to few people, because it's
special instead.
Craftsmanship is luxury. A product is luxe when it is handmade, tailored for few. Luxury meaning exclusiveness. Are
status symbols luxury? Yes, sometimes. Not necessarily. Yesterday at the end of Dior's fashion show, when all
tailors came on stage, you could really get the feeling that luxury still exists, related to tailoring skills. Providing
industrial products in this case.

In long Napoleon-inspired coats, as well as some lace-embroidered evening dresses with trims and facings, you
could find that luxury. Meaning research, experimentations. The collection was a combination of '70s, '700 and
grunge: light pastel-hued mini-dresses or chartreuse, coats, jackets and blazers and slightly flared pants, or shorts,
or Napoleon-inspired to the knee. Wide-brimmed slightly falling felt hats in different colours. Nonchalant and easy
look.
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 Luxury products are often also perceived as rare, and selectivity is to be understood not only at
the product level but also from the perspective of the customer, who feels he belongs to a small circle
of elected representatives: “the happy few”. Some luxury products are adapted to clients’ personal
needs, and no one else will have access to the same. Custom-made products enhance the sense of
exclusivity that a luxury product can offer.
These attributes must be managed concurrently and require a consistent and coherent approach to
create and maintain a luxury fashion brand positioning. Excellent quality along with high prices is one
of the most cited luxury features and identifies the presence of unique and precious raw materials or
manufacturing processes characterized by great professionalism and rare craftsmanship.
Reliability and perceived durability lead the consumer to an attitude of trust so that there is no fear of
defects. Upon extremizing the concept, we can say that a luxury product is associated with an image of
perfection and eternity.

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