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Part 1 / Basic Fashion and Business Concepts
are used to draw attention to the wearer. They are
often worn by rock groups on stage. Sometimes
teenagers wear versions of avant-garde clothing
or hairstyles to show their individuality.
A fad is a temporary, passing fashion. In
clothing, it is an unusual garment, accessory,
or look that has great appeal to many people
for a short period of time. It has a sudden burst
of popularity and is imitated by many to fl ood
the market. Soon after it reaches its height
of popularity, its extreme design causes its
acceptance to wane and it dies out quickly.
Fads provide a feeling of adventure for
the wearers, as well as a sense of belonging
to a group. They are often popular only with
a specifi c group of consumers, such as high
school or college students. A fad accompanied
by a display of emotion or crowd excitement can
become a craze or a mania. Stores have a hard
time keeping such items in stock because people
are so eager to buy them. Eventually, most fads
fade away. However, if a faddish item is well-
designed and meets a clothing need, it may
become a style.
A classic style or design is one that
continues to be popular over an extended period
of time, even though fashions change. It is almost
always acceptable, however, minor changes may
give it a more updated look. The suit in 1-26 is a
classic style. Classics were originally sought-after
fashion items, and their general appeal has kept
them popular. They are considered to be fashion
basics by retailers. Consumers make “investment
purchases” of classics because these garments
can be worn year after year.
Classic garments are characterized by
simple, stylish lines that prevent them from
being easily dated. They are quite practical,
and universally appealing. Some examples of
classic garments are button-down shirts, blazers,
shirtwaist dresses, and loafer shoes. These
styles have been acceptable for many decades,
but reappear periodically as fashions. Blue jeans
are now also considered to be classics, 1-27.
A fashion look refers to a total
accessorized outfi t. One person’s fashion look
at a particular time might be well-coordinated
with a dress, hose, shoes, jewelry, and purse.
Another person’s fashion look might be a ripped
pair of jeans, oversized shirt with tails hanging
to the knees, colorful print vest, and sandals.
Different fashion looks are often identifi ed with
a celebrity or certain groups of people, or result
from the infl uences of cultural or world events.
Apparel and home furnishing lines, such as
Laura Ashley and Ralph Lauren, have developed
distinctive fashion looks, 1-28. Some fashion
looks are more widely adopted by consumers
than other fashion looks.
Taste, in fashion, refers to the prevailing
opinion of what is attractive and appropriate
for a given person and occasion. Good taste,
therefore, means sensitivity not only to what
is artistically pleasing, but also to what is
appropriate for a certain situation and a specifi c
Hart Schaffner & Marx/Hartmarx Corporation
1-26 Men’s classic dark suits never go
out of acceptance even though fashion
updating may slightly change the width of
the lapels or fullness of the trousers.