fashion as branding ppt
TRANSCRIPT
Fashion as Branding by Nikki Vergakes
It’s all about the LOOK
PR Marketing
Branding
Women In Clothes
a conversation among hundreds of women of all nationalities—famous, anonymous, religious, secular, married, single, young, old—
on the subject of clothing, and how the garments we put on every day define and shape our lives.”
- Barnes and Noble
by Sheila Heti, Heidi Julavits, Leanne Shapton
“Style” Defined by Art Historian Alexander Nagel
(Women in Clothes)
Style comes from the word stylus.
Body in the clothessensibility
Survey Questions Answered with Parts from my Diary -
Sheila HetlHow do you shop?
It looks goodDo you have style in any areas of your life
apart from fashion?I want a relationship that feels like a block of steel - love that feels
like the thinnest man’s undershirt.
What is your process for getting dressed in the morning?I don’t want to look like Audrey Hepburn
What do you consider beautiful?I could build up my aesthetic from looking at a tree.
“ A few years ago… I started living with a man who cares a lot about
dressing and clothes…. I began to see that dressing what like everything else:those who dress well do because they spend
some time thinking about it… It’s hard to overlook personal style as a way
to speak to the world.”- Sheila Hetl
Pictures of their mothers before they had them:“I admire her glamour, poise, beauty”
“happy, stylish, carefree”
“A woman selling vegetables at a market stall once complimented me on my wool shirt…I took it as a good sign that
I should wear this shirt when I want to impress someone.”
“[Best-dressed girls are] not the ones whose clothes we coveted the most, but the ones who
have a consistent style, a steady palette, knew the silhouettes that worked best for them.”
Nonverbal Communication
Clothing is a form on nonverbal communication, controlled by the “I” that controls self expression, and the “me” that likes having control over their own
choices, such as what we wear.
example: Muslim Veils
- Reece, D. (1996). Covering and Communication: The Symbolism of Dress among Muslim Women.
Howard Journal Of Communications, 7(1), 35-52.
Where’s the Connection?
Survey -Self-perception,fashion, sense and fashion habit questions- Google Docs- open-ended multiplechoice, likert scale
Interviews- fashion bloggers- similar questions- email- two
Population/ Sample
87 participants
totalanyone who does or does not
identify as a fashionable person.
non-probabilityconvenience
volunteer
Limitations
Spreadsheet calculations
Survey dishonesty
69% of participants said they considered themselves to be fashionable.
Those who identified themselves as fashionable agree that they feel a connection between their personality and fashion sense.Even those who are “unfashionable” feels one.
Those who are think they’re fashionable seem to be more independent and confident.
71 % of survey participants do not hold compliments on clothes to a high standard
61% of those people who consider themselves fashionable disagree that their self-perception is based off of what others think of them, but 50% of those whoare “unfashionable disagree.
Clothing As A Social Construct
Stereotyped Clothing
“That’s so you”
Personality Words
Future Research
Does the clothes makes the identity or does the identity
make the clothes?Smart Consumers
Connection to PR/ Conclusion
✦ All about the image✦ Business people nowadays must be hyperaware of the look
✦ To get hired✦ The look of their clients
✦ Fashion has a connection to personality✦ Fashion is a social construct