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Part 1 / Basic Fashion and Business Concepts
A want is a person’s desire for something
that gives him or her satisfaction. The item would
be wonderful to have, but the person can get
along without it.
Many people fi nd it hard to distinguish
between needs and wants. When someone
craves something, obtaining that item seems to
be a need in that person’s mind rather than a
want. Also, there are varying degrees of need.
The most basic needs give people protection
from the environment. Others are determined
by personal values, culture, lifestyle, resources,
peer group, and standard of living. A college
graduate who is beginning a new career may
need a business suit for the job, even though
he or she could live without it. In another case,
a certain uniform or clothing may be needed
to participate in a sport or activity because
the player or participant would not be able to
function in that activity without it. Do you think
the outfi ts in 1-15 are needs or wants for the
people wearing them?
As you can see, the way people dress is a
combination of many factors in their lives. To be
successful in the fashion business, it is important
to understand the reasons why consumers make
specifi c decisions about the apparel they buy and
wear. Fashion marketers try to satisfy consumer
needs and wants, and entice consumers into
buying what they sell.
Ongoing Fashion
Perspectives
Some subtleties of fashion have always
existed, but are not often discussed. They include
the fact that fashion is considered to be both an
art and a science. Another fact is that fashion
is both highly personal and very public. Also,
fashion is infl uenced by economic, political, and
other events.
Fashion as Art and
Science
Fashion is both an art and a science at the
same time. As an art, fashion encompasses
ongoing creativity in its products. Unlike many
other businesses where conformity is always
the norm, fashion thrives on innovative, forward-
thinking ideas. The most successful fashion
constructer / Shutterstock.com
1-14 This woman is indicating her secure
self-confi dence with the comfortable
ensemble she is wearing.
1-15 The garments these people are
wearing allow them to do exercises properly.
However, they could also exercise in regular
shorts and T-shirts.