Monthly Archives: January 2012

Seeking Uniqueness through Haute Couture and Brand names

This articles investigates how individuals search for their own unique identity through clothing, specifically brand name clothing and ‘haute couture’ in order to differentiate themselves and their ‘style’ from the rest of society. Research has found that brand judgements have the strongest and most significant effect on purchase intentions when there is a brand name, and depending on the consumer’s need for uniqueness. Also, findings suggest that people who search for a certain level of uniqueness tend to adopt new products and brands quicker than the rest and that are always up to the ‘haute couture’ fashion industry. There are 3 types of behaviors found to satisfy the need for uniqueness, as explained in the article. Also, when individuals purchase a specific brand, they seek to associate themselves socially with that brand and other individuals who purchase the same brand.



Fashion Predictions


This video is an episode segment of a British “cinemagazine” (a semi-news broadcast, meant to showcase the “novel” and “strange”) which aired from 1930 – 1941. This episode aired in 1930 and focuses on fashion trends of the new millenium. The fact that the newsreel sees potential in this topic to attract viewers is telling of the fashion industry’s power. Even during an era of conflict and economic downturn, the topic of fashion remains of interest. One might question why this is so and how the reciprocal relationship between the media and consumer perpetuates the strength of the fashion industry.  Also of note is the notion that change is inevitable – the fashion industry, even in the 1930s, had positioned itself as an evolving structure.

Guys do it too!

Men at Work: Using dress to Communicate Identities

This study was developed to investigate men’s use of fashion in constructing a work identity. Findings revealed that males feeling incomplete in their work identity use symbolism associated with certain types of fashion to portray the image of being a member of their professional community. Incompleteness may stem from feeling incompetent or uncomfortable in a new job position (whether this new position is the result of being newly hired, transitioning from school to work or transitioning within one organization).Additionally, men use fashion as a method of portraying an identity with the expecatation that their dress will result in specific work-related outcomes and/or achievements (for example, getting promoted). The study is interesting in that it focuses on men and how they employ fashion, rather than the majority of studies which relate to women and their dress.


Welcome to our blog!

Fashion is a broad topic. Depending on how one defines “fashion”, the term could refer to things such as clothing, hair, make-up, decorating styles, accessories, brands, modelling and/or trends. To cover all these exclusive topics in sufficient depth would be overwhelming. Our group, Alannah F., Sabrina L., Shannon D., Jillian B., Richard L. and Pete T. will instead focus on clothing. Subtopics will include how clothing items are marketed, changes in clothing styles, and the interaction between the clothing industry and society.