1. Fashion Merchandising
CHAPTER 1 NOTES
•Why do we wear clothing?
•Why do people select different clothes?
Fashion
Marketing

2. Why do people wear clothing?
Clothing has always satisfied one or more of the
following needs:
SOCIAL NEEDS:
PHYSICAL NEEDS
PSYCHOLOGICAL
PSYCHOLOGICAL NEEDS NEEDS:
SOCIAL NEEDS PHYSICAL NEEDS:
Fashion
Marketing

3. Physical Needs
(Provides Protection/Physical Safeguards)
• Protection from weather.
• Protection from environmental dangers.
• Protection from occupational hazzards.
• Protection from enemies.
Fashion
Marketing

4. Psychological Needs
Affects a person’s mental attitude or morale in a
positive manner. (Adornment or Identification)
ADORNMENT
Attractive Decoration
– Psychologists believe this to be essential to human life.
– It allows people artistic expression – showing creativity.
– Attracts favorable attention and can contribute to feelings
of self-esteem.
– Can be how we put outfits together as well as jewelry
and makeup.
– Culture (a society’s set of social norms) determines the
type of adornment people use – one culture may be
different from another. Fashion
Marketing

5. Psychological Needs
Affects a person’s mental attitude or morale in a
positive manner. (Adornment or Identification)
IDENTIFICATION
The process of establishing or describing
who someone is or what he or she does.
– Uniforms
– Dress Codes
– Class Rings
– Caps & Gowns
– Traditional Outfits for Special Occasions
– Logos/Emblems
Fashion
Marketing

6. Social Needs
Modesty & Status
MODESTY
• Covering the body according to the code of
decency
• Dictating the proper way to cover the body to
eliminate embarrassment or shame.
Fashion
Marketing

7. Social Needs
Modesty & Status
STATUS
• A person’s rank in comparison to others.
• Good/High status is usually associated with
recognition, prestige, and social acceptance.
• Sometimes people use clothing to gain a higher
rank in society, along with social acceptance and
peer approval.
Fashion
Marketing

8. Why do people
wear certain clothes?
• Values and Attitudes
• Conformity vs. Individuality
• Personality Traits
• Needs vs. Wants
Fashion
Marketing

9. Fashion Perspectives
FROM THE TEXT, ANSWER THE FOLLOWING:
1. Describe how fashion is both and art and a
science.
2. Describe public and private viewpoints of
fashion.
3. Describe economic, political, and other
influences on fashion.
Fashion
Marketing

10. Fashion Perspectives
FROM THE TEXT, ANSWER THE FOLLOWING:
1. Describe how fashion is both and art and a
science.
2. Describe public and private viewpoints of
fashion.
3. Describe economic, political, and other
influences on fashion.
Fashion
Marketing