Cutting Personal Consumption

One aspect that can be learned from past periods of economic downfall is; will cutting consumption help or hinder the economy? Cutting consumption has a direct effect on the fashion market. Personal consumption includes clothing, accessories, jewelry and all products put out by the fashion industry. When personal consumption goes down so to do retail stocks. The “passivity toward America’s decline” (Janeway.) in Professor Paul Kennedy’s book The Rise and Fall of the Great Powers brought about much criticism. His reply is that “we could always cut consumption” (Janeway). One must wonder how a blanket statement like that can be said without further explanation.
Americans are affected by the economy. To keep the standards of living the same the economy must remain on an upswing, but as we all know what goes up must come down. When the standard of living is threatened increase in savings is a form of self-preservation. When stock prices go down the owners begin to “feel less wealthy, giving them an incentive to cut back on personal consumption” (1987). Saving more means spending less on luxury items; a perfect example is higher class fashions. Reasons for trading the more expensive items in for cheaper price tags all lead back to a falling economy. The harsh reality is that times can go bad and a downturn can be harder on some more than others. The people in such a position cannot turn to savings to help ease their minds but must cut consumption to survive; buying only the necessities and the bare minimum at that. In today’s failing economy and numerous retail stores closing how much damage will cutting consumption cause to the fashion industry?
Works Cited
Janeway, Elliot. “Business Forum: The Slumping Economy; It’s a Bad Time To Cut
Consumption.” The New York Times 15 May 1988.
“Still More Wow! in the Dow.” The New York Times 17 August 1987.

-Stephanie Mastrangelo

Hello MAC Kitty

Yes it is true; MAC Cosmetics will be releasing a line of Hello Kitty makeup. The line is due out in February and brings a lot of questions to mind. Recently one of my classmates presented information involving a line of Barbie clothes for grown women. Now, MAC is reaching to another famed children’s line for inspiration. Are consumers giving off the impression that childhood memories are what they want to retreat into during these hard times? Or are retailers finding a new approach to selling by targeting the inner child of their customers? On the extreme hand is MAC targeting younger girls? The goal of this new line could be to incite the spending of pre-teens who have been saving their weekly allowance. A grown-up line that appeals to younger girls can result in too much eye shadow and too much blush; like when a child gets into her mother’s makeup. The other result can be twelve year olds looking eighteen. So, what is the goal of the new MAC line? Since the line brings questioning of the target market over two major consumer groups (young teens and twenty year olds) is MAC’s goal just to sell? Covering a larger age range could up the company’s profits but does bring in the issue of business ethics. How far are companies willing to go to stay afloat?

The Age Issue

The November 13 issue of Women’s Wear Daily has Amy Wicks speculating Madonna to be the next face of Louis Vuitton. Although the company has declined to comment one must wonder; Madonna really? Exactly what is Louis Vuitton’s target age range? On the one hand Madonna gives hope to all the aging women in show business who have found themselves undesirable once reaching a certain age. The women who are fired for too aged a look or are tortured with Botox to avoid wrinkles. If Madonna becomes the next face of Louis Vuitton instead of a twenty-year old model will this be the first step to changing the business? Or, will Madonna set-back any progress made so far because she looks so much younger. Will she up the ante for women to look even further from their age? I cannot answer any of these questions and no one knows for sure if Madonna will be Louis next face but the topic has got me thinking. I wonder if discrimination against older women will ever change or will grandmothers began to look more like aunts?
~Stephanie Mastrangelo

The Great Fanny Pack Mystery

Recently, I stumbled upon an old Seinfeld episode. I watched as George entered wearing a bright blue fanny pack. (The male-friendship break-up episode, for any of you Seinfeld fans). The scene prompted me to ask; will fanny packs ever be in? or Will fanny packs ever be worn without the stigma of eww?
The next thought that came to mind was Sex & the City. Carrie returns from L.A. in a purple shirt, pant and fanny pack. Samantha as well has been seen on the show in a gold fanny pack. However, I have never seen a following. Even from such a popular, fashion inspiring show such as Sex & the City.
What is it about the fanny pack that makes us turn our heads away? Introduced to the mainstream in the 1980s the fanny pack saw short-lived fame. A convenient answer to dragging around a purse, especially during travel, the fanny pack is rather handy. How many pickpockets are actually going to reach around front to try and take money? So, what is it about fanny packs that prevent everyone from wearing one?
A reasonable answer could be the size. Small but not miniscule, yet compared to the duffle bags most women carry around; who can fit anything into a fanny pack? I do not know if anyone has but making a larger fanny pack will most likely not go over too well. No one wants a large, heavy bag hanging around the waist.
The fact that the bag does hang around the waist could be the answer. A shoulder bag can be uncomfortable but switches easily from one arm to the other. A fanny pack, on the other hand is around the waist and that is all. The bag just sort of hangs there like an extra roll of fat no one wants.
Whatever the reason fanny packs are not the way to say “Hi, I’m a fashion guru.” If fanny packs ever do come back will they become a staple or simply burn-out the same as before.
~Stephanie

Real or Fake

I came upon a small jewelry quiz in The New York Times Style Magazine in which one has to tell the difference between real and fake jewelry. I tried the quiz but did not do very well. As I looked at the answers I was surprised to discover the prices of the fake jewelry reached hundreds of dollars. The prices range from $450 to $2,975. The last time I bought costume jewelry I spent $10 and got one bracelet and one necklace.
After getting over my shock I looked closer at who produced the expensive costume jewelry. True, the jewelry came from Tom Binns, vintage Schiaparelli and Balenciaga but I always thought fake implies cheap. Pricey costume jewelry such as that cost a lot for the simple reason that one is buying name not quality.
Why bother spending almost $3,000 on a fake necklace when real stones can be purchased for less. In the 1930s after the stock market crashed costume jewelry became increasingly popular. When clothes are harder to afford or take a back seat to other priorities accessories become important; affordable accessories. In today’s plummeting market consumers are more likely to buy accessories to add variety. At prices like those listed in the magazine the majority of the public will not spend such an extravagant amount of money. Such a fact makes me wonder; how out of touch have designers become with the regular consumer?
~Stephanie

Works Cited
Ball, Joanne Dubbs, Dororthy Hebl Torem. The Art of Fashion Accessories.
Pennsylvania, Schiffer Publishing Ltd., 1993.
Tonchi, Stefano. The New York Times Style Magazine. Fall 2008.

What happens to fashion sense on Halloween?

On Friday like many other college students in the D.C. area I ventured into Georgetown to take part in a Halloween bar crawl. Of course what I met were more police officers than I can count and sidewalks so jammed one could not help but move at the pace of a snail. Still, the entire event is a lot of fun for the simple fact that I had never been before.
The good part about being stuck so close to others is the view. The vision of all those people dressed in an array of costumes is quit a sight to behold. Some costumes were pretty basic such as jeans and t-shirt with a “scary” mask. However, other costumes were a bit more eccentric; the girl dressed in a mattress covering with a red stain and little white tail comes to mind and should bring something unique and yet disgusting to yours.
Still other girls decided to take a less creative approach. I am of course referring to (how should I put this delicately) the slut costumes. Yes much of M Street was infested with the smallest amount of clothing possible. I remember seeing artist renderings of what Mayans wore in history books. Now with the popularity of a once sane actor’s movie dealing with the same subject I saw these outfits on M Street. Unfortunately for my eyes, the two girls were not wearing anything but jewels on their breasts and a flap over their behinds and fronts.
Last night has made me wonder what are these women are like outside of costume. On Halloween people dress up to become something they are not, right? Are all of the women that allow their breasts and parts between their legs to hang out on October 31, librarians on other days? Do they spend their normal life suffocating in turtle necks, heavy pants and closed shoes? Allowing their secret desires to be unleashed on a night where people’s masks are actually visible. On the other hand the women who leave nothing to the imagination on Halloween; are they the ones who do not need to buy costumes but add unusual jewelry to their regular clothes? Do they see Halloween as just another night to show more skin than necessary in order to get attention? My fascination with this topic comes down to a simple question; where does a person’s fashion sense go on All Hallows ‘Eve?
~Stephanie

PROSTI-TOTS?

Last Spring my youngest brother headed off to his senior prom. He was dressed in formal wear, which is expected when one is going to a prom. The girls, however did not seem to understand that. One girl in particular was wearing such a short dress that I have never been more grateful that underwear was invented. I cannot help but wonder why; why do teenage girls insist on dressing like sluts?
Let’s face it, it is harder to decipher between a 13 year old and a 22 year old than ever before. So, is fashion to blame? Do designers deliberately market older clothes to young girls? Or, do young girls buy clothes meant for older women? I must say the answer will take more research than I have time for. But, I must admit that some junior sections in certain stores are filled with, well to be honest street-walker clothes.
I remember as a young teen I would sneak off to the clubs wearing some-what revealing clothes, but just enough that most was left to the imagination. Are teen girls today afraid that guys will not bother using their imagination? Clothes speak for us when there is no time to verbally define us. Today’s teens look up to women whose claim to fame is a sex tape. It makes me physically ill that women who have fought (and are still fighting) for equality now have to deal with a generation of girls that look like they belong on a corner with the rest of the prostitutes.
Do not take what I am saying wrong, I am all for self-expression and dressing how one feels. However, I think there is a line that gets crossed when a 12 year old prosti-tot looks like 28 year old whore.
To think of the amount of people that live in America and than to think of the amount that want to be famous is counting a large part of the population. The problem is that no one wants to work for it. It’s easier to be famous for being a whore than for being intelligent or talented. Fame is no longer earned but stumbled into.
It makes me really sad that the society we live in prevents young girls from seeing truly famous women in mainstream society. Those “feminist” that fought for intellectual freedom now have their prodigies put to the side as the males idea of a perfect slut has come into the lime light.
Does anyone else see something wrong with that? What should we do? Have stores card customers when they buy revealing clothes to make sure they are the correct age? That’s a ridiculous option but what else is there? It’s pretty obvious that parents do not seem to care the impression their teens clothing gives to the rest of the world. The parents that do care tend to have inventive teens who wear one thing out of the house and carry their real outfit in their bag. The teen girls that wear them care more about the attention they are getting from guys than the backlash such a reputation will have.
The truth is that sex sells, but I have always considered that selling the sex appeal of a minor will only bring creepers.
~Stephanie~

Questions on Menswear

Will menswear ever be decorative while still looking masculine? Have we seen the extent that men’s clothing can go? T-shirts, gym shorts, jeans, khakis and suits let’s face it menswear is a constant repetition of basics. The formal attire never seems to break any barriers even if the colors are unusual. Usually, when a famous man wears a suit to an awards show (for example) the clothes appear to be duplicates of one another. That is not to say that certain designers do not add their own personal touches, but the structure of any suit or tuxedo is basically the same thing. Those who dare to wear a bolder color other than black, white and the occasional gray will most likely be seen in the what-not-to-wear pages of the next day’s magazines.
All things considered could one dare to say that when it comes to fashion women actually have more freedom? Let’s compare in the department of evening wear. Men, as previously stated, do not have many choices. On the other hand the varieties of dresses that can be seen on the red carpet are numerous to say the least. Women have choices in cut, color, length, what parts of the body get covered and what gets shown. In the world of fashion have women exceeded equality? If so, should we try to help our counterparts reach the same ends?
~Stephanie Mastrangelo~

Eco-friendly Reaching New Levels

Eco-friendly Reaching New Levels Oct. 3, 2008

Fall of 2008 is sure to have an impact on the “Green Movement” because of all the extra attention. Designers, fashion show coordinators and fashion businesses are beginning to be more aware of environmentally beneficial practices. So, how long will it take for the public and big business to fully embrace eco-friendly business methods?
A consumer needs to spend a lot of time doing research to decipher which companies have eco-friendly merchandise. The amount of people willing to put that much effort in before even entering a store remains small. This is why it is up to the companies. Businesses must begin to take more action towards eco-friendly methods to provide better products for the consumer.
Mercedes-Benz is taking steps in New York to bring more attention to the issue at hand. The coordinators have decided to make a point of “the standard in green fashion, sustainable production and eco-friendly design”. October 12 through the 16, fashion week in New York will also welcome eco-friendly designers whose products are made under environmentally sound conditions. The “Green Movement” is sure to be bring more exposure through this event.
One company returning to the runway is Eco-Ganik. The company has based their entire fashion line on “organic, sustainable, recycled and eco-friendly fabrics and yarns” (Mallone). Based out of L.A., the company offers relaxed sportswear for women who want to be environmentally sound without losing their style. Design director, Hoda Mallone believes that if they “can offer a beautiful garment at a comparable price, why not choose eco-friendly” (Mallone). The equivalent prices range from $70 shirts to $200 jackets. To reaffirm their policy the garments are made out of organic cotton, twill, denim, and fleece. Eco-Ganik is through and through an eco-friendly company.
Why not Go Green? Prices can be matched, production cost do not spin out of control and the consumer wants it; so why not? Let’s face it, the world is not in the best condition and awareness levels are beginning to rise. So, why not beat the trend and provide eco-friendly garments before the desire is too big to provide for.

~Stephanie Mastrangelo~


Works Cited

Mallone, Hoda. "A New Chapter: EcoGanik's New Creative Director Hoda Mallone Brings Modern Chich to Organic Fashion." Eco-Ganik. 26 Sept. 2008 www.ecoganik.com.

"Mercedes-Benz Fashion Week at Smashbox Studios Keeping it Green." IMG Press Room. 24 Sept. 2008.26 Sept. 2008 http://www.imgworld.com/press_room/fullstory.sps?itype=13708&inewsid=6619097&icategoryid=12531.

Naughton, Julie, Pete Born, and Andrea Nagel. "Macy's New Universe: Beautiful Planet." Women's Wear Daily. 19 Sept. 2008.22 Sept. 2008 http://wwd.com.

Tucker, Ross. "Retailers, Vendors Talk Green." Women's Wear Daily. 23 Sept. 2008.24 Sept. 2008 http://wwd.com.

Are the 80’s Back?

Looking back now, most of us would agree that the fashions of the 80’s were over-the-top. The shoulder pads were ridiculously big, the colors bolder than one may want and the cut of the “power suits” were intimidating. Now, in the year 2008 are we seeing a modern version of the clothes we once scorned? Another economic crisis has seemingly thrown the fashion market into frenzy of modernized clothes from yesteryear. As I flip through the pages of Vogue, Time, and all the other fashion magazines out there I am reminded of the fashions of the 80’s. The connecting piece is the idea of surface manipulation. The clothes of twenty years ago were made to draw attention. So, far I see that the clothes for spring of 2009 are being made for the same purpose. Terri John, Banana Republic, and MaxMara are only a few names in the long list of designers that have welcomed back ruffles, pleats, and anything else that makes clothing appear three-dimensional. After reaching this conclusion I have begun to wonder how long it will last? We all know that fashion moves in a cycle; trends come in and go out and are recycled again. So, how long can we anticipate the excitement that once existed for the clothes of two decades ago to last in this modern era? Today is a time when everything is faster and consumer’s desire change that moves as quickly as they do. If there is one market that can keep up with the evolving mind of the consumer it is fashion. At the core of fashion is the ever evolving cycle.
~Stephanie Mastrangelo~