Recession changed fashionRecession changed fashion High cost of the Vietnam War First oil crises...
Transcript of Recession changed fashionRecession changed fashion High cost of the Vietnam War First oil crises...
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Recession changed fashion
High cost of the Vietnam War
First oil crises
High inflation and unemployment by the
mid 1970s
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Dress for Success for Women
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Brooks Brothers for Women
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The 1980s
The Reagan Years—public emphasis on
wealth and glamour
TV and MTV as fashion influences
Designers and labels
Outsourcing of garment production
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New American Opulence— Nancy Reagan and Galanos
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Nolan Miller—Dynasty designer
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Power Shoulders
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American Designers—Calvin Klein
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Norma Kamali—off beat casual
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Ralph Lauren—the Preppie look goes high fashion
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Ordinary People in the 1980s
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Japanese influence—Issey Miyake
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The Nineties
The end of fashion? No longer a
dominant silhouette
All casual all the time
Outsourcing of the fashion industry
New concern for how clothing is made
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The End of Fashion
Influential 1999 book
by Teri Agins, fashion
writer for the Wall
Street Journal
She sees fundamental
shifts in the clothing
industry and in
people’s approach to
clothing
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Slower responses to style changes
Many working women have developed a
kind “uniform,” like men.
They are not interested in rapid style
swings.
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Where is the Dominant Silhouette?
Anna Sui Bill Blass
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Changes in the fashion industry
Technological innovation
Increased offshore production
Increased advertising budgets for big
brands
Rise of “big box” stores like Walmart
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Increase in clothing imports
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Offshore Production
New step in the competitive garment
industry—sending work overseas
Different methods—
Designing and cutting here, sewing abroad
Designing here, all other work done abroad
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The T-shirt Conquers Alls
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Niche Markets
Older women—Pueblo Traders Teens—Hot Topic
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Fashion in the New Century
Victory of the bargain
Eco fashion
Forever young?
What are you wearing?
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Bargain outlets
Forever 21 H & M
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Designers at low price stores
Norma Kamali at Walmart Rodarte at Target
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Eco fashion
New concern for materials from which
clothing is made
Organic fibers
Recycled materials
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Organic cotton ads
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Recycled polyester—mass production
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New clothes from old clothes
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Big trends—youthful clothing
Beginning in the 1920s, youth became an
ideal for fashion
This was not consistent, but returned in the
1960s
Certainly a central element of fashion today
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Forever Young?
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End of American manufacturing?
In 1900, the United States was at the
center of ready-to-wear clothing
Today, a small percentage of our clothes
are made here
Is this a reversible trend? Should we care?
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Nanette Lepore—designed and constructed in New York
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What are you wearing?
American consumers have a lot of power
What is important to you as you buy and
wear clothes?
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Contact me
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View my blog at:
www.americanagefashion.com
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