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Clothing: Consumer Behaviour
Paper Code:
HCT144I
Credits:
4
Contact Hours:
60.00
Max. Marks:
100.00
Objective:
- The course aims to elaborate role of fashion and clothing in communication of cultural practices which enables to understand the functions of a garment and to explore meaning of fashion and clothing for designer, wearer or onlooker.
12.00
Unit I:
Fashion, Clothing, Communication and Culture
- Definitions of fashion, style, clothing and dress
- Fashion art and design
- Fashion, clothing and communication
- Fashion, clothing and culture
Dress and Aesthetics:
- Dress as Non-verbal communication- Meaning of communication; structure of dress communication system; elements of dress signs; identity, post modernity and the global marketplace
12.00
Unit II:
Fashion Theory
- Functions of fashion and clothing
- Material functions (Protection, modesty and concealment, immodesty and attraction)
- Cultural functions (Communication, individualistic expression, social worth or status,
- Definition of social role, economic worth or status, political symbol, religious and social
- Ritual, recreation etc.)
- Recent investigations of fashion process
12.00
Unit III:
Conformity and Individuality:
- Meaning of Conformity, non-conformity and individuality
- Clothing symbolism- Symbolic interaction theory, clothing cues related to personality, sex, age and situation
- Cyclical nature of fashion- conformity, pressure towards conformity
- Deviation from the norm- Fashion innovation, Fashion leadership
- Diffusion of Fashion- Fashion and trade publication, Apparel manufacturers, Fashion consultants, central buying offices, retail buyer
12.00
Unit IV:
Current Developments, Issues and Trends in Fashion and Clothing Behavior Researches
- Dress influencing impression of others
- Effect of dress on others’ behavior
- Dress affecting our self- perception, self-esteem and behavior
- Appearance and social stratification
- Factors affecting consumer purchase behaviour
12.00
Unit V:
Virtual Dressing
- Dress and body through virtual view and virtual fit.
- Dress and perception of virtual 3D self-images: comfort with body scanning
- Imaginary self in virtual world
- Creating and using virtual dresses
Essential Readings:
- Barnard, M. (2008). Fashion as communication (Reprinted ed.). Routledge. https://doi.org/10.4324/9780203938684
- Kaiser, S. B. (1996). The social psychology of dress: Symbolic appearances in context. Fairchild Books.
- Workman, J. E., & Freeburg, B. W. (2009). Dress and society. Fairchild Books.
Academic Year:
