Asgment.sir Ismail.

FACULTY OF INFORMATION STUDIES MARA UNIVERSITY OF TECHNOLOGY Diploma of Information Management (IS110) Fundamental of Information Study (IMD 102) FASHION by Fatin Farhana binti Mas’ud (2009868362) Prepared for: Muhamad Ismail bin Pahmi Submit by:

2nd September 2009 How information agency help me complete my ‘fashion’ assignment.

Library act as an information agency. The term of library is from latin word ‘liber’ or ‘libri’ which mean book or writing. Library provides some services such as books and databases. Online database is to get references such as journals, bibliographies, articles, and site pages. Internet also function as an information agency and it does give big help to those in needs in information. All we need is just type what we need and the information will appear in the right time and right place. Depends on what we are searching for. Online database system such as emeraldinsight and proquest has subscribed all types of journals, bibliographies and articles. It lighten searching for info. Database is a set of records that are all constructed in the same way and are connected by relationship links. A database can be in paper format, but usually thought of these days as being machine-readable. Some database contain actual facts, or text on various subject. The disadvantage of database is sometimes we cannot find what we are searching for. I get my information much from online database. The disadvantage is information overload is occurred. The trouble I got when doing this assignment is when I am using online database and website, i got to get connected with internet, and now I am using a laptop without a broadband so it is kind difficult to get wireless connection although I went to library to get wireless easier. Moreover, the information I got from online database system is many so I got to choose rightly. I

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can choose journals, articles, books and even bibliography in online database system. Fashion.

What is fashion? According to Cynthia Nellis(2009), fashion is an art form. To others, it is almost a religion. For most people, fashion is a method of utilizing clothes, accessories and hair to show and hide something about ourself. Fashion is also used to express ourself , as extension of our personality. Fashion is an image. Fashion can be clothes, accessories, shoes, hair, makeup, even cell phone. World’s fashion centers are in Paris, New York and Milan. They are considered the major hubs for designers and manufacturers of fashion apparel and accessories. In fact, they are countries with updated fashion. Fashion is a term commonly used to describe a style of clothing worn by most of people of a country. A fashion usually remains popular for about 1-3 years and then is replaced by yet another fashion. Even though there are a lot of changes in fashion, most people do not easily except the changes. Clothing style may be introduced as a fashion, but its use becomes a custom after being handed down from generation to generation. A fashion that comes and goes is called a Fad. During the mid-1800's, a mass production of clothing was made fashionable and available to more people for lower prices. This encouraged more people to wear more stylish clothes which is why we are wearing what we are today.

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Clothing is made out of all types of material such as cotton, rayon, spandex, and polyester, and they are just a few used. Some clothing may even be made of 2 or more different types, this is known as “Blending." Clothing can be decorated or designed with all types of images and colors. The designs can either be embroidered onto the fabric, woven on to the fabric, silk screened, or ironed onto the fabric to create a desired look. Some images that have been used to enhance an article of clothing range from a simple design on front of a T shirt to a famous printing that has been woven into fabric creating a colorful piece of art that one can wear. Teenagers and fashion. Teenagers loves fashion and value fashion more than other group of ages. The teenage years represent the transition period into adulthood. Teens start to develop their independence and unique opinions about life's issues. The fashion trend has changed quite a bit from the days when Indians set up tents in the United States of America. When it comes to shopping, teens like to choose their own clothes and fashions at this time of their life. Sometimes teens and parents agree which clothes to purchase, sometimes they disagree. Nowadays as we can see most of fashionable clothes are mostly valued by teenagers. Adults and other group of age does not really values fashion as teenagers does. This statement is supported according to teenagers value fashion perhaps more than any other age group (Koester and May, 1985)

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Global marketers are drawn to teenagers. According to Peter Zollo of Teen Research Unlimited (MMR, 2000), there are several reasons for this. First, teenagers have significant discretionary spending power and thus are influential trendsetters. Second, they are impressionable in that their brand loyalties are in the process of formation. Third, they spend family money and influence their parents’ purchasing behaviors. Fourth, the sheer size of the global teenage population makes them hard to ignore. Teenagers tends to spend money on fashion as the environments grow. Age and Fashion. Age has been identified as an important dimension in the fashion clothing field (O'Cass, 2001). Some studies indicated that differences in fashion clothing attachment and usage are said to exist because of age (O'Cass, 2000). The assumption is that younger people place more emphasis on their appearance than older people (O'Cass, 2009), since they are starting to have a more active social live and need to show their look to friends. The literature supports the notion that there are significant differences in consumers' age as regards their perception of fashion website attributes and fashion consumption. Images on fashion In fashion, it have not only clothes, but have trends such as spectacles, watches, bangles, make ups, and even socks. Adolescents and teenagers take care of their images by taking varies type of clothes. Nowadays, women is more likely to be seen on fashion wears rather than men. Even if, in the fashion history, men have played a significant role as fashion creators, fashion consumption has 5

generally been associated with women. In most societies, women are more expected than men to be concerned with beauty, appearance and fashion (Kaiser, 1990). Women appreciate beauty and appearance than men. As a result, taking care of their image is becoming a kind of second nature or a “natural duty” for most females. Men, on the other hand, were rather regarded suspiciously if they seemed to attach too much importance to their looks or to fashion in general. (Kaiser, 1990). O'Cass (2004) recommended that the issue of antecedents of fashion involvement could be extended to include personal values, personality traits and consequences, such as information search and time spent shopping. Regarding this last variable, the study supposes that the time spent shopping is greater for people buying fashion clothing than for people buying conventional clothing. Theoretically, strong pleasure feelings related to possessions in fashion clothing makes people spend more time buying things, because normal clothing does not demand the degree of expertise with brands and styles and requires less cognitive endeavour. This same argument is also used by McKinney (2004). In these circumstances, since the cognitive effort required in buying fashion clothing could be greater, consumers could spend more time shopping for clothing.

Buying Brands

Consumers buy mainstream brands in a habitual shopping mode. This allows them to spend minimal time at point of purchase. Thus, a strong brand 6

name can substantially reduce the risk of introducing a new product by building on consumers' familiarity with and knowledge of an established brand. A further benefit of brand extension is that companies can create new market segments without the expense of launching a brand. This can decrease the costs of gaining distribution and/or increase the efficiency of promotional expenditures (Bhat and Reddy, 2001). Therefore, brands affect the choices for consumer to pick and choose the ways of fashion. A brand name can, like advertising, become a potential complement in consumption that raises consumers' willingness to pay (Smith and Park, 1992). Because consumers are becoming more selective, retailers are well advised to meet not only the different needs of diverse customers, but also the needs of the same customer in different contexts by offering the set of products or brands that seem to be linked to a specific lifestyle in consumers' minds. Brand recognition emerged clearly among all the age groups, notably for the sportswear manufacturers (Adidas, Nike and Reebok). The collages showed clear evidence of the recognition of brand names and logos; and the children used symbols such as the three stripes from Adidas, and the “swoosh” from Nike to represent the brands in their collages. The young consumers’ perceptions of brand imagery of sweatshirts was also clearly represented in the collages, as illustrated by the discussion of Nike above. In their collages children (particularly the boys) made strong associations between sportsmen and different sportswear brands. A variety of sporting themes were evident in both the Adidas and Reebok collages although the range of sports was narrower than for the Nike collages. This confirms Mowen’s view of the role of celebrity endorsers in product promotion. 7

When a celebrity endorses a product in an advertisement, associations are formed so that the culturally derived meanings may be transferred to the product (Mowen, 2009). The collages demonstrated clear links, for instance, between the boys support of their local football teams in the Premier League and the First Division respectively and certain football stars. Other stars, such as athletes and tennis players, also appeared in the collages associated with sportswear brands. The association with prominent sportsmen was an important attribute which the children used in classifying and evaluating the different brands. Again images of speed and endurance emerged clearly in the brand associations for Adidas and Reebok. In contrast the collages for the high street stores were not dominated by sports. There was brand recognition for the sweaters from the high street stores and for the T-shirt from the supermarket. However, the brand imagery was not always as pronounced nor as clear cut for these store brands as for the sportswear brands. The brand imagery was linked to other themes such as children’s images and characters for example the teletubbies, which elicited mixed feelings from the participants. In some cases, the imagery associated with the store brands was quite negative. For instance one young boy respondent described a store product as “pants”, and then went on to look in the magazines for a picture of a pair of men’s pants, which he cut out and stuck in the group collage.There was also evidence of more indirect associations between the product brands and children’s

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perceptions. Some children used colours to represent their image of the brands, for instance white was associated with Nike; and red with Adidas.

References

Afonso, Valter Viera. (2009 march 15) Key in fashion in emerald database system. An extended theoretical model of fashion clothing involvement. 13(2) 179200. Beaudoin, Pierre. (2009 july 20) Key in fashion in emerald database system. Fashion innovativeness, fashion diffusion and brand sensitivity among adolescents. 7(1) 1361- 2026. Bruce, Magaret. (2009, July 24) Key in fashion marketing in database management system. Buyer Behavior for Fast Fashion. 10(3), 329-344. Browne, Kaldenberg. (2009 july 27),Key in consumer fashion in emerald database system. Conceptualizing self-monitoring: links to materialism and product involvement.14(1). 31-44. Bhat, S., Reddy, S.K. (2009 july 18), Key in fashion in emerald database system.Symbolic and functional positioning of brands.15(1).32-43. Joergens, Catrin. (2009, June 29) Key in fashion in emerald database management system. Ethical Fashion: myth or future trend?. 10(3), 360-371. Kaiser (2009 june 22), Key in fashion in emerald management system. Construction of an ST theory of fashion: part 1, ambivalence and change. 13(3). 172-83. Koester, A.W., May, J.K. (2009 july 21), Key in fashion in emerald database system. Profiles of adolescents' clothing practices: purchase, daily selection and care, 20(77) 97-113. MMR (2009 july 21), Key in fashion in emerald database system. Mass market retailers woo growing teen market. 17(15).41. 9

Mowen, J., Spears, N. (2009). Key in buying in emerald database system. Understanding compulsive buying among college students: a hierarchical approach.8(4).407-30. O'Cass,(2009 july 21), Key in fashion in emerald management database system. Consumer self-monitoring, materialism and involvement in fashion clothing. 9(1). 46-60. O'Cass,. (2009 july 23), Key in fashion in emerald database system. Fashion clothing consumption: antecedents and consequences of fashion clothing involvement, 38(7),869-82. Cynthia Nellis, “ Fashion Matters, crazy clothes” 12 August 2009.. Parker,R. Stephen. (2009,July 28). Key fashion in database management system. Fashion consciousness of Chinese, Japanese and American Teenagers.8(2), 176-186. Rooney. (2009). Key in brands in emerald database system. Branding: atrend for today and tomorrow.4 (4). 48 – 55. Smith, D., Park, C. (2009 july 17). Key in fashion brands in emerald database system.The effects of brand extensions on market share and advertising efficiencyl. 29(3).263-313. The Effects of Brand Extensions on Market Share and Advertising Efficiency.8 august 2009. . Wigley, Stephen. (2009 july 19). Key in retailer in database management system. The operational of international fashion success. 11(2).

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Azuma, Nobukaza. (2009 august 3) Key in fashion in database management system. Fashion In The Globalized World and the role of Virtual network in intrinstic fshion design. 7(4).

What is Fashion”. 28 August.28,2009. Ka Ming Law. (2009, July 16) Key in fashion changes in emerald database management system. Fashion Changes and Fashion Consumption, the chaotic perspective. 8(4), 362-374. D. Belleau, Bonnie. (2009 June 23 ) Key in fashion products in emerald database management system. Fashion leaders’ and followers’ attitudes towards exotic leather apparel products. 5(2).

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