By Bonnie English
This re-creation of a bestselling textbook is designed for college kids, students, and an individual attracted to twentieth century model historical past. Accessibly written and good illustrated, the ebook outlines the social and cultural background of style thematically, and includes a wide selection of worldwide case reviews on key designers, kinds, hobbies and occasions. the recent version has been revised and increased: there are new sections on eco-fashion, style and the museum, significant adjustments within the model industry within the twenty first century (including the effect of latest media and retailing networks), new applied sciences, type w. Read more...
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Extra resources for A cultural history of fashion in the 20th and 21st centuries : from catwalk to sidewalk
These marketing strategies underpinned advertising imagery and became a dominant feature of the avant-garde art movements of Cubism and Dadaism in the first three decades of the twentieth century. The rise of the fashion industry in the late nineteenth and early twentieth centuries foreshadowed a development towards greater ‘democratization’ of fashion. These changes were accelerated by cheaper production of goods for a mass-market; more appealing and more ‘lifelike’ visual display modes, which tempted the middle class consumer; more enticing merchandising methods, which attracted a wider consumer audience; and the growth of more accessible distribution centres, which offered numerous attractions for all members of the family.
Discussing the ways in which technological development and new marketing strategies facilitated the new social mobility, early studies by fashion historians such as Ewing (1986) and Miller (1981) characteristically observe how improved production systems, wider distribution markets and incentive advertising schemes would systematically cater to a large national market. Beverley Lemire (1991) also points out that the availability of cheap, yet fashionable, ready-made attire initiated by the bourgeoisie was responsible for the bridging of this social gap.
These firms promoted a more rational persuasive technique, commonly cited as the American ‘hard sell’ approach. By incorporating a ‘press insert’ in the advertisement, information was combined ‘with persuasive reasoning’. This ‘salesmanship in print’ was often ‘backed up by ostensibly scientific data and testimonials from prominent social figures’, and sold the beneficial properties rather than the functional aspects of the product. The ‘intentional blurring of the “real” reading material and editorializing for consumer products’ was achieved by using similar page formatting and typographical print for both news articles and advertising sections within the publication (de Grazia, 1991: 241).