What Influences the Fashion Trends?
Introduction
Every generation has their own style; something that sets them apart from the previous generations. So why does our generation choose to wear the clothing that they do? Of course we don't want to dress like our parents, but there are other factors involved in developing the style of a generation.
Marketing, advertising, and the media all try to influence the way our generation dresses. Their reasons are mainly profit based. We also make our clothing choices based on the Functionality of the garment. Consumers of our generation often look at the comfort, durability, and adaptability of a piece before purchasing. History has had a great influence on the look of most clothing worn today. Clothes reminiscent of the past are often known as "retro" which has become one of the signature styles of Generation Y. Clothing also helps us to express ourselves. Youth often choose clothing to reflect their unique personality. These factors are explained further below.
Branded as Consumers
Marketing is a very influential factor. Generation Y is the most targeted group of people today. The fashion trends of the day are pushed onto kids through the media. Through television, magazines, movies, and teen idols, today's youth are told what to wear to be "cool".
As Generation Y, we are 63 million members strong and spend more than a billion dollars annually (Marketsource). With such spending power it is easy to see why companies choose us as their target market. We have grown up in a "'consumption culture" are "taught that (we) will be satisfied if we purchase products to fill our wants and desires" (Youth in the Third Millennium). Perhaps this need to buy things is only a progression ...
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The Battle of Saratoga was the turning point of The American Revolutionary War. On June 1777, British and Hessian army departed from St. Johns to Fort Ticonderoga at the south end of the lake. The army of 7,000 had separated and started a long march to war. On October 17, 1777, 5,895 Brit and Hessian troops had surrendered. General Burgoyne had lost 86% of his force. The defeat of the British army, the Americans gained great confidence and strongly believed they could win more battles in the near future.
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Jenß, Heike. Dressed in History: Retro Styles and the Construction of Authenticity in Youth Culture. Fashion Theory: The Journal of Dress, Body & Culture 8.4 (2004): 387-403. Academic Search Premier. EBSCO. Web. 16 Feb. 2011.
The Battle of Saratoga had strong ramifications for the rest of the American Revolutionary War. American forces had completely defended against a massive British offensive, meaning that America’s struggle for their independence
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Tavani, Herman T. "Chapter 4 :Professional Codes of Ethics and Codes of Conduct." Ethics and Technology: Controversies, Questions, and Strategies for Ethical Computing. Hoboken, NJ: Wiley, 2010. Print.
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