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Lecture 2

MAT 247 Lecture Notes - Lecture 2: Zeitgeist

Merchandising, Apparel and Textiles
Course Code
MAT 247

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MAT 247 Chapter 2
Fashion: is a complex process that cannot be explained by a single theory
The Fashion Cycle
1. Fashion Innovators
2. Fashion Leaders (Early Adopters)
3. Fashion Followers (Late Adopters)
Fad: has a short & energetic life
- Appears on the fashion scene quickly
- Easily forgotten
A Fashion Trend: begins when fashion innovators wear a new article of clothing or devise a new
way of wearing an existing piece
Classic: rarely changes drastically
- A few stylish details might be altered
- The overall concept remains recognizable from season to season
Ex: blue blazers, white cotton blouse, little black dress
Hailto’s Cultural “yste: All cultures decide whether or not to be a part of the fashion
Zeitgeist: “pirit of the ties
- Fashion is a material reflection of the times
- Nystrom (1928)
o 5 areas that comprise the Zeitgeist:
dominating events
dominating ideals
dominating social groups
dominating attitudes
dominating technology
o by examining these areas, one can see how they influence and affect fashion
The New Look: Zeitgeist in 1947
- The New Look by Christian Dior is an example of the zeitgeist
- It combines economics, business, history, aesthetics, and the general attitude of the
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