Chapter 1Five Recent Trends in North America

Unit 1 Lecture 3

1. Casual Living Earlier this

century Hats and gloves

(women), suit and tie (men) regular wardrobe

Dinner – skirts, jacket, tie necessary

1 Casual Living continued Now

More societal emphasis on leisure, sports, exercise

Fabric technology allows for more comfortable clothes (spandex, Velcro, etc.)

2 Rapid Communication Similar fashions in all countries due to TV,

internet, etc.

3. Multiple Shopping Options

Malls – strip malls (plazas), indoor, box On-line shopping

4. Consumer Power

More choices = more power If consumers aren’t getting what they

want (price, selection, service, quality) they can go somewhere else

Designers don’t dictate fashion anymore, they draw inspiration from what people are already wearing

5. Global Market Clothing design, fabric design, fabric

production, and manufacturing process usually all happen in different countries

In the 1940s and 1950s, Paris was high fashion, and New York was ready-to-wear

Now, fashion capitals include London, Rome, Milan, Tokyo, Germany, Spain, Scandinavia, Hong Kong and even Canada!

Fashion Capitals