FASHION MARKETING AND

MERCHANDISING

BASIC FASHION AND BUSINESS CONCEPTS

Chapter 1The Meaning of Clothing and

Fashion

FASHION REVIEW1. Clothing provides protection to the human body from four

main categories. Name these and give one example of each.

WeatherEnvironmental dangersOccupational hazardsEnemies

Weathercoatsgloveslong underwearwide-brimmed hatswindbreakerswater-repellent jackets

Environmental dangersshoesspace suitssterile glovesface masks

Occupational hazards

hard hatssafety gogglesprotective helmetsglovespadsspecial shoes and boots

Enemiesbody shieldssuits of armorarmy helmetscamouflaged fabricbulletproof vestsreflective vests/jackets

FASHION REVIEW2. How does adornment fulfill psychological needs?

Attractive decoration of the body provides a psychological feeling of well-being.

FASHION REVIEW3. How does identification fulfill psychological needs?

When people dress like others of a group, clothing fulfills the need to belong.

FASHION REVIEW4. Why are dress codes often used by schools and businesses?

Besides achieving group identity, the clothes help the group members maintain a certain discipline of behavior.

FASHION REVIEW5. What molds a society’s standards of decency toward how

people cover their bodies?

The culture and social system

FASHION REVIEW6. Give three examples of clothing items or features that give

people higher status in our society?

Fur coatsExpensive jewelryDesigner labelsService sripesSchool letter

FASHION REVIEW7. Explain how a person’s values and attitudes affect the

selection of certain clothes.

They are the basis of a person’s decisions, lifestyles, code of ethics, and feelings or reactions.

FASHION REVIEW8. Explain how conformity versus individuality affects the

selection of certain clothes.

Peer group pressure encourages people to conform and to gain a feeling of belonging. On the other hand, people also communicate their individuality by using self-expression in their clothing.

FASHION REVIEW9. Explain how personality traits affect the selection of certain

clothes.

Personality traits affect the amount of decoration, comfort, economy, and other factors in peoples’ clothing choices.

FASHION REVIEW10. Give an example of a clothing need versus a clothing want.

Student response

FASHION REVIEW11. In what ways is fashion an art? In what ways is fashion a

science?

As an art, fashion thrives on creative, innovative, forward-thinking ideas. As a science, fashion uses chemistry and technology to design, mass-produce, distribute, and sell fashion goods.

FASHION REVIEW12. Explain the statement, “for individuals, fashion is both

highly personal and very public.”

Personal fashion choices are a result of individual responses, yet can be constantly seen outwardly by others.

FASHION REVIEW13. Explain why clothing tends to look “perkier” during

prosperous times.

Styles are often brighter and more adventurous in good times, since people are willing to try new, different fashions.

FASHION REVIEW14. Why are some styles said to be “homogenized”?

They are produced in such large quantities and accepted by such a mass of people that they all seem to be alike.

FASHION REVIEW15. Describe a current fashion.

Student response.

FASHION REVIEW16. Explain why avant-garde clothes are not considered to be

fashions of the times.

They are too unconventional and startling to be considered fashions.

FASHION REVIEW17. Give three examples of classic garments.

Student response.

FASHION REVIEW18. What does “good taste” in fashion mean?

Good taste in fashion is often considered to be a well-designed outfit with fashion acceptance worn by someone on whom it looks appropriate.

ASSIGNMENT # 11. Add the 24 Chapter 1 fashion terms to quizlet.2. Heading: Fashion Marketing Chapter 1 The Meaning of

Clothing and Fashion3. Twenty-four terms plus definitions.4. Print a copy of terms for a daily grade.5. Take a pre-test; all multiple choice questions; all 24 terms;

daily grade.

ASSIGNMENT # 2Prepare a timeline/chart of fashion throughout the decades starting with the

“Roarin’ 20’s.”Decade Visual Socio-Economic Fashion

Factors/Influences Trends1920193019401950196019701980199020002010

ASSIGNMENT #3

Chapter Test