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Part One Clothes and Fashion
Why People Select
Certain Clothes
You have just read that people wear clothes
to fulfi ll certain physical, psychological, and social
needs. Additional factors that infl uence people’s
clothing choices are related to the mental image
people have of themselves. Some of the most
important factors are people’s values and
attitudes, their tendencies toward conformity
or individuality, and their personalities.
Fashion is a mirror of the times. It refl ects the
culture at a given time. Historic clothing has
revealed many details about the lifestyles of those
from various past cultures. Clothes tell others
a lot about who people are and how they lived.
If only one current publication could be
left from today for people to read in hundreds
of years, some experts suggest it should be a
fashion magazine. Many believe it would tell
more than the volumes written by philosophers,
novelists, prophets, and scholars.
Values and Attitudes
Values are the ideals and beliefs important
to individuals. They are the underlying
motivations for a person’s actions. They are
the basis of a person’s decisions, lifestyle, and
personal code of ethics. Attitudes are formed from
values. They are an individual’s feelings about,
or reactions to, other people, things, or ideas.
Values and attitudes are learned over a
lifetime. They are infl uenced by cultural customs
and traditions. Economic and social conditions
of the time also affect them. Values and attitudes
can be passed from one generation to another.
Family members, friends, and the community
are important in forming them.
Some people select comfortable clothing
because they value their own comfort, 1-13.
Others always choose bargains because they
value economy. Some people value easy care.
Others must have the latest fashions in clothes,
or expensive items, because they value prestige
and want to be noticed. People who are in the
businesses of making or selling clothing items
try to identify the values and attitudes of their
customers. Then they can provide the items
that will be preferred, and ultimately bought,
by that group of consumers.
What people do with their money shows
their personal values. Some like to spend money
on many clothes and accessories. Others have
few clothes, preferring to spend their money
on concerts, movies, ski trips, or other forms of
recreation. Still others save their money for a
car or other large purchases in the future.
Advertising can infl uence people’s values,
attitudes, and purchase decisions. Television
commercials try to create a stronger desire for
particular products. Fashion ads in newspapers
and magazines play to desires for economy,
status, easy care, adventure, and comfort.
Shopping malls attract many customers who
value convenience.
David’s Bridal
1-12
A gown with decorative beading, such as this one,
gives much more status than a plain long dress made of
inexpensive fabric.