Chapter 1 / The Meaning of Clothing and Fashion
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and attitudes of their customers. Then they
can produce and stock the items that will be
preferred, and ultimately bought, by specifi c
groups of consumers.
Conformity Versus
Individuality
Pressure from other people has a great
infl uence on how people dress. Conformity
means obeying or agreeing with some given
standard or authority. Early in life, children learn
from parents and teachers about what they are
expected to wear. Peer group pressure is also
a major force that contributes to conformity.
By conforming to a dress code, a safe feeling
of belonging is achieved through approval.
However, too much conformity can mean a loss
of personal individuality.
Individuality is self-expression. It is the
quality that distinguishes one person from
another, or makes each person unique. When
people choose clothing styles and colors that
are different from those of their friends, they are
communicating their individuality, 1-13. They are
rejecting peer pressure and conformity.
Most people balance the infl uences of
conformity and individuality in their clothing. They
want to express themselves as individuals but
also want to be part of a group. Their clothing
choices depend on their moods, different
settings and situations, and age and maturity.
Preteens may value conformity. During the
late teens, they may prefer to express their
individuality. In adulthood people worry less
about either extreme. They settle into their own
comfortable patterns of dressing that fi t their job
and lifestyle.
Personality Traits
Personality can be defi ned as the total
characteristics that distinguish an individual,
especially his or her behavioral and emotional
tendencies. Personality traits are often indicated
by the way people dress. For instance,
studies have shown that people who like lots
of decoration in their apparel tend to be very
sociable. People who prefer comfortable clothes
tend to have self-control, and to be confi dent,
outgoing, and secure, 1-14. Those who prefer
economy, rather than spending lots of money on
their wardrobes, are usually responsible, alert,
effi cient, and precise.
Needs Versus Wants
Needs and wants are other factors that
infl uence people’s clothing choices.
A need is something a person must have for
existence or survival. It is necessary for his or her
basic protection, modesty, comfort, or livelihood.
For instance, a person who lives in a cold climate
needs a heavy coat to stay warm. If he or she
has a suitable coat that is out of style, he or
she doesn’t really need a new one. The old one
can keep him or her warm. However, he or she
probably wants a new one!
Aleksey Oleynikov / Shutterstock.com
1-13 Individuality is shown in original
combinations of garments and accessories,
worn in different ways from the usual peer
group.