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Grade 12 / matric consumer studies - Clothing
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Consumer Studies – Clothing:Fashion and fashion cycles:
The concept of fashion:
Fashion is the style accepted by a specific group of people at a given time
and place.
Fashion influences all aspects of our lives – the way we live, what we wear, what
we eat, how we talk, what we look at and what we listen too.
The language of fashion: Style is the specific characteristics that make one
product or item different from another product of the same type.
o Necklines – V-neck, round neck and draped neckline.
o Jackets – Tailored jackets and safari jackets.
o Knitted garments – Boleros and pullovers are styles of knitted garments.
The relationship between style and fashion: A style only becomes a fashion when
it is accepted by a large group of consumers. A style only remains in fashion for
as long as it is accepted. Everyone very seldom accepts a style.
Classic styles: Continuously accepted because they are timeless and always
considered tasteful. Usually they have simple lines and almost everyone looks
good wearing these clothes. Little black dress, tailored suits, button down shirts,
T-shirts and jeans.
Fads: Any style that catches on among a large group of people for a short period
of time, then it disappears. They come and go and don’t have a lasting impact on
future fashion trends. Teenagers accept fads more than older people. Often short
lived because they are outrageous, extravagant, badly designed and excessive.
Fashion trends: The direction in which fashion moves are called fashion trends.
Fashion is always changing. It often focuses on young adults and teenagers.
Trends can have long-term influences on the fashion market. SA follows
international trends. Changes can be subtle and drastic.
Influences that determine contemporary fashion:
Contemporary fashion is the styles that many people accept and wear:
These are manufactured in large quantities and sold at moderate to low prices.
The blurring of gender boundaries has a marked effect on contemporary fashion:
A few decades ago men’s clothing was distinctly different to women’s clothing.
When women started to wear masculine clothing these distinctions started to
disappear. Unisex garments are jeans, jackets, tracksuits and T-shirts.
Fashion designers keep their eye on cultural and social events: They get their
inspiration from – royal weddings, popular TV, celebrities and style from the
past. They also draw on cultural influences – Afrocentric trend that features
animal and ethnic prints and beading.
Economic influence fashion changes: Consumer incomes play a huge role. An
increase in income stimulates purchasing of clothes. When inflation is high and
everything is expensive consumers buy fewer fashion items.
Fashion cycles, fads, classic and standard trends:
Fashion cycle is the path that fashion takes. The cycle comes and goes in waves.
Classic styles last for a long time, fads appear and disappear quickly. Each cycle has five
phases:
1. Introduction: Fashion in introduced – new item into the market. Fashion
leaders accept or reject the style. Usually expensive.
2. Rise: The fashion gains popularity as more and more people accept it. More and
more people buy it.
, 3. Peak: Fashion reaches the height of its popularity. Everyone wears or uses this
item. Time of this depends on marketing and branding.
4. Decline: Boredom sets in and fashion declines as fewer and fewer people wear,
buy or use the items, until no one does. Sales drop.
5. Obsolescence: Fashion disappears and becomes obsolete. By this time a new
trend has established itself. Items are sold at discount prices and stock is being
disposed of. Fashion fades away.
Fashion revivals, changes and trends:
Fashion revivals: Retrospective fashions:
A fashion revival is when designers turn to history for inspiration. They design garments
that resemble clothing from a previous era. Styles never come back in exactly the same
for, they are adapted to suit present needs and lifestyles. It has become fashionable to
wear vintage clothing. People do this as a form of recycling or reusing garments (going
green). Usually money is saved. Excellent buys may be found at thrift shops, flea markets
and garage sales. Don’t forget your parents and grandparents cupboards.
Contemporary fashion trends for young adults:
Young adults, especially girls are the most sensitive group to fashion and fashion
changes. They watch fashion closely and are critical of styles and trends. To avoid fashion
slip-ups you should follow these simple rules: Stay up to date with fashion do’s and
don’ts. Read fashion articles in magazines or on the Internet. Make sure you feel and look
good in an outfit. Dress appropriately for the occasion or situation. Don’t follow fads
closely. Don’t be sloppy. Sagging garments aren’t attractive.
Why fashion changes:
Consumers get bored and are always on the lookout for something new. Creating fashion
creates jobs and stimulates the economy. Technology and the development of new
textiles have had a big influence on fashion changes. Stretch fabrics brought about style
changes and the fit of clothes – they made body-hugging garments comfortable and
allowed body movement. Biotechnology and nanotechnology opened high ranges of
fabrics with special characteristics for specific purposes (sportswear). Nanotechnology
is tiny particles are built into fabrics to make them change colour and control the
wearers temperature and there performance enhancement of textiles. The future
research should be targeted on developing improved dirt, crease and shrink resistance
properties in fabrics, temperature adaptable clothing and odour-less undergarments.
The role of appearance in the world of work:
Clothing and appearance send a message:
Your clothes communicate information about yourself – What you wear, how it fits, they
way your move, facial expressions and gestures. To convey the right message you need to
know who you are and what you feel. What will prospective employers and co-workers
think of you when they see you. We are judged by our appearance even before we speak.
We need to protect your professional, competent image regardless of your level of
employment or career path.
Creating a professional appearance: Make sure your clothes fit properly and
comfortably. Keep you with current fashion. Dress according to your age. Be consistent –
don’t look well groomed one day and then poorly dressed the next day. Clothes must be
clean and well maintained. Keep jewelry to a minimum. Colours convey messages in the
work place – Navy blue gives a sense of reliability, Grey is conservative, Black is smart,
and Red conveys assertiveness. Nails must be clean and manicured. Hand hair must be
neat. Shoes should be neat and comfortable. Cover piercings and tattoos.
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