This document contains information regarding the Grade 12 Consumer Studies Clothing Chapter, which have been written meticulously according to the updated IEB SAGs for Consumer Studies for 2022/2023 etc. These summaries include the analysis of fashion trends for young adults, the influence of socio...
Fashion
› A style of clothing that a specific group of people accepts and wears in a specific
place at a specific time.
Fashion terminology:
Silhouette:
› The outline of your body or a garment, which you can see from a distance, even
before you notice the detail of the style.
› E.g., the cylinder, triangle or bell.
Fashion trend:
› The general direction that a fashion style takes
Contemporary fashion:
› Styles that are accepted and worn by many people, they are mass produced and
then sold in stores at fair, affordable prices.
Haute couture/high fashion:
› New, unique and exclusive styles that are created by fashion designers.
› Usually very expensive due to the limited number made – affordable to rich and few
fashion leaders. Only successful if they are accepted by fashion leaders and the
public
Fashion fad:
› Fashion that is rapidly accepted and worn by a relatively small group of consumers.
› Suddenly become popular but disappear again just as quickly.
› Reasons for short life span: poor design, too extravagant or too extreme.
› E.g., Platform shoes
,Classic style:
› Timeless fashions that remain in fashion because of their simplicity
› Always considered elegant and usually of good quality
E.g., denim jeans, straight leg trousers, white button-down shirt, tailored suits, etc.
Mass fashion:
› Fashion that is produced and distributed in large quantities and intended to appeal
to the largest range of consumers.
Fast fashion:
› When the production processes are speeded up so that new trends can reach the
market as quickly as possible.
› Fast fashion allows consumers access to the latest fashions quickly and
inexpensively.
› this kind of fashion has also been referred to as 'throw away' fashion. Items would
be worn for a short time, are not necessarily well made and quality is not good.
› The tradition of introducing new fashion lines at the start of a season has been
challenged.
The fashion cycle
› The life cycle of a fashion trend, from the moment it is introduced through to the
time it has become obsolete.
, 1. Introduction/innovation
› Fashion designers and fashion houses introduce a new fashion to the market for the
first time. It is shown on catwalks during international fashion shows.
› Famous personalities are photographed wearing the trend.
› The fashion is now accepted or rejected by fashion leaders.
› It is very expensive and produced in small quantities.
› It is not yet available in stores, only in exclusive boutiques and directly from the
designer.
2. Rise
› More people accept the fashion and buy it.
› Its popularity increases.
› Fashion items are produced on a larger scale, resulting in lower prices.
› Clothing stores advertise the fashion in magazines, newspapers, and in their window
displays.
3. Peak
› The fashion reaches the height of its popularity, and many people wear it.
› Mass production takes place, and it is available in most stores at affordable prices.
4. Decline
› People become bored with the fashion and are on the lookout for something new.
› Fewer people wear it, and the fashion becomes less popular.
› To get rid of stocks, stores mark them down as sales items
› A new fashion is now introduced.
5. Obsolescence/end
› Garments go out of fashion and few people are still wearing them.
› They are sold at very low prices on sales.
› The old fashion dies out and disappears. New – established
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