Fashion in simple terms is a popular practice, or style, especially in footwear, makeup, clothing, body or furniture. In the field of clothing, it is a distinctive and habitual trend in the way a person dresses. The customer’s decision to use a product is affected by their behavior. The way a population uses or responds to products such as clothes is as well based on their behavior (Fletcher 1). Men’s fashion style have inspired, and is influenced by global culture. Men’s sportswear fashion in the early twenty-first century has been influenced and stylized by sports principles and construction works. This details the men’s style of clothing and fashion based on subcultures.
The central voice in men’s fashion in history has been the wealthy white men with influence in the society and distinct power. Besides this, there is an array of men’s fashion and a diverse type of male consumers popular throughout time. They are cultural artifacts, deep rooted in the history and current sets of economic and social factors, therefore, reflecting both the cultural and social concerns. There are clothes that are related to childhood and are considered reasonably fit for them to wear. This also happens to older people, where certain forms of dress such as caps and kerchiefs, quite a dress, sober, and the long robe, traditionally were deemed appropriate for older men based on collective cultural ideas (Solomon 108).
The development of customer culture in clothing and fashion have extended access of people to express their identity asserted by the young people. Clothes offer a field in which cultural constitu...
tion of men’s age can be explored. Mostly with regard to age, changes occur in relation to individuals demand for specific products and services as boys matures from being a dependent child to responsible citizens. At a given major age, sub cultural grouping of the population may be thought of as a different subculture, for example, teen’s influences purchases in approximately all product categories. They select the stores to spend their money.
Teens are obsessed with their appearance and are open to new products. They segment themselves into groups based on their psycho graphics. The popular subcultures include generation Y market that is saturated by 13-20 years old grownups who are aware of market hype (Solomon 453). The generation Y spends its time, mostly on the internet and viewing television than in reading newspapers. This group does not trust where their parents go to do their shopping. The other generation is generation X market made up of individuals ranging between 25-40 years old. This group concentrates much on at work and leisure balance and are distrustful of the marketing and prefer products based on their practical use (Solomon 457).
Baby Boomer is the last group with individuals with a high level of education and are health conscious. They are less materialistic thus do not make much purchase. They buy expensive clothes and other personal luxury goods using credit cards keeping up with fashion. Fashion goes beyond aesthetic value, it is an expressive tool that designers used to deliver their messages about the society.
Men’s fashion has changed over time where in the 1800s,
men used to wear frock coats, pocket watches, top hats, and carried walking sticks with them. In the late the 1890s and early the 1900s men wore stiffed collared sack coats that were long and lean. In the 1930s American men wore clothes to project their image. This time they dressed to conform to certain codes of conduct and etiquette. In the 1950s, the age of conformity, young men who returned from the military were curious to fit in the establishment of ‘part of the club’ wearing rep tie, oxford shirt, boxy sack suit, and loafers.
Early 1970s menswear was characterized with tie dye shirts, bell bottom jeans, headbands and bracelets. Popularization of casual chic look come in 1990s where men started piercing their bodies and adopted tattoos, wore oversized hoodies, T-shirts, trainers, and distressed jeans. In the new millennium, young menswear was highly influenced by hip-hop culture with European tailoring slim fit for the older gents (McRobbie 2). The internet made it easier for men to share and learn others style enthusiasts opinion. 2010s marked the online shopping that has been widely accepted from all over the world. The internet has allowed people from every corner of the world an access to more brands than ever.
Many fashionistas currently understood the propensity for the changes in clothing colors, designs and tastes in relation to the recent phenomenon of humankind history. This is because the different kind of clothes men wears with different occasions differ. There are the professional clothes like suits that are meant for the working class, casual wear meant for a home or leisure time, as well as pajamas worn during sleep time. Scholars have analyzed fashion as a modernization or western consumer culture that gained impetus back in the eighteenth century going hand in hand with the onset of the industrial revolution. Thus, fashion is a cultural construction that depends socially on the interplay between political, economic and ideological forces.
Fashion subcultures are groups formed considering certain features of appearance, costume and adornment to make them different and easily defined and identified as a subset of culture. They create their own distinctive by placing themselves in opposition to oppose the accepted and the prevailing fashion of the period. The subculture groups are either forward-lookers who are radical, or reactionary and conservative in the dominant dressing mode. The members may dispute the importance of fashion, their identity and perhaps an idea of style, even where the subcultures depend on fashion thus influencing the buying behavior (Solomon 476).
Lastly, men’s fashion and identity in terms of subgroup analysis, is seen as a marker of group boundary that gives stability to identity and belonging. The focus on culture, transgression, street styles and counter-cultural modes. In the case of age and identity, there are two classic master identities in the sense of ethnicity and class. Clothes are one way in which social differences are concrete and visible.
- Fletcher, Kate. Sustainable fashion and textiles: design journeys. Routledge, 2013.
- McRobbie, Angela. In the culture society: Art, fashion and popular music. Routledge, 2013.
- Solomon, Michael R. Consumer Behavior Buying, Having, and Being: Buying, Having, and
- Prentice Hall, 2016.
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