FSN 223 Lecture Notes - Robin Givhan, Grant Mccracken

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Published on 18 Apr 2013
School
Ryerson University
Department
Fashion
Course
FSN 223
Professor
Week 10
Concepts
Fashion and Popular Culture
Todays Agenda
- Fashion Culture Debate
- Pressure of Fashion Design
- Power of Stylists
- Rethinking fashion blogging
Grant McCracken- Meaning Transfer
1. Culturally Constituted world
2. Consumer goods
3. Individual consumer
Roles of the fashion system
- this is gathering culture and either transfer information from society to the goods, more of
a reflection in this case
- OR to invent new cultural meaning (fashion acting as a channel)
- Fashion can reflect and invent culture
- Bloggers and designers have the control to invent culture
- Robin givhan says that fashion reflects reality
Pressure of Fashion Design
- a garment is the precondition for the fashion industry to exsist
- dual pressure between label look
- there is a creative pressure as well
- there is balancing now with the future with the before
- there is also balance that with whatever is done has to be sold
- there is an increase in business pressure
- how do you transform the object into a mood
The non stop fashion cycle
1. conceptual idea of theme
2. design collection
3. select fabric
4. make samples
5. outsource manufacturing
6. obtain exposure and marketing
7. retail
8. evaluate success and earnings
9. begin planning for next season
Stylists yield a lot of power in the industry
- they look off after everything and involved in every step
Three roles of the stylists
1. they choreograph the presentation
2. enhance desirability and attraction
3. engage in all aspects of project
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Document Summary

Grant mccracken- meaning transfer: culturally constituted world, consumer goods, individual consumer. Roles of the fashion system this is gathering culture and either transfer information from society to the goods, more of a reflection in this case. Or to invent new cultural meaning (fashion acting as a channel) Bloggers and designers have the control to invent culture. Robin givhan says that fashion reflects reality. A garment is the precondition for the fashion industry to exsist. The non stop fashion cycle: conceptual idea of theme, design collection, select fabric, make samples, outsource manufacturing, obtain exposure and marketing, retail, evaluate success and earnings, begin planning for next season. Stylists yield a lot of power in the industry. They look off after everything and involved in every step. Three roles of the stylists: they choreograph the presentation, enhance desirability and attraction, engage in all aspects of project.

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