[Marketing Management] clothing terminology

Qi Xiangyang, Ph.D., professor, famous fashion critic, clothing brand expert and modern clothing historian, invited doctoral tutor of Birmingham College of Art and Design, director of Art and Design Department of Donghua University School of Clothing and Art Design, consultant of Fashion Times Committee members.

The 13th International Art Design Association held in 1983 described the broad application areas of artistic design, including clothing. This shows that in our time, fashion design is an art design. As far as fashion art is concerned, it exists in the following six forms and has its own characteristics.

Art costumes can be furnished and appreciated as part of pure works of art or works of art. Its greatest feature is that it has relatively stripped the concept of daily wear of clothing, which makes the person as an aesthetic subject and the art as an aesthetic object. Appropriate aesthetic distances were created between garments and garments were viewed as non-utilitarian as an independent beauty. They include the museum's collection and display of costumes, costumes and clothing as a pure artistic carrier.

Some garments are anti-popular. To be exact, it is not the purpose of creating and embodying the fashion. It is only an expression of artistic pursuit. At this time, the clothing is only the carrier of the state of the art. The form fully reflects its own emotions and its imagination and cognition of the objective world.

Haute Couture Haute Couture is not only a product of art and design, but also draws on many techniques of arts and crafts. It is the closest to art and the most artistic apparel category in all life wear clothing.

Haute Couture is an outstanding representative of high-end custom clothing. In other countries, there are also high-level custom clothing like Paris Haute Couture, such as High Fashion in New York and Alta Mode in Rome. In China, there is currently no meaningful high-fashion brand, which is related to the Chinese people's clothing habits and literacy, and Marc Zhang's works are the closest to the essence of French haute couture. Although there has always been a lot of rhetoric about whether or not high fashion is necessary in the era of ready-to-wear, it still serves as a think tank for costume art.

Advanced ready-to-wear garments can also have artistic ingredients. In the early 1960s, standardized garments were notoriously sleazy, and by the 1970s the French “La Chambre Syndicale du Prêt-à-Porter des Couturies et des Créateurs de Mode” was established. The concept of Haute ready-to-wear is finally perfected and recognized by the society. Its emergence and development have broken the traditional concept of appreciation and enjoyment of the clothing art for a few people, and it has become the true fashion indicator in today's society. Since the 70s of the last century, almost all high-end fashions have been equipped with high-end clothing product lines or second-tier brands, and have become the main economic sources of high fashion brands; numerous high-end clothing brands have emerged.

Ready-to-wear garments are used as standardized and mass-produced garments for industrial use. They face a large number of social citizens. Compared with high-fashion and high-end garments, it is based on garment technology design and combines art design to varying degrees. Therefore, the art content is the lowest, and the artistic level of different brands is not equal. Some ordinary garments do not even have artistic elements to speak of.

Due to the increasingly fierce competition in the ordinary clothing market, some large-scale ordinary clothing brands have begun to use art and design to increase the added value of their products. Some brands are even as artistic as high-grade clothing. Examples of its success include Swedish H&M and Spanish brand Zara.

Functional clothing Functional clothing is basically designed for functional requirements. This type of clothing includes work clothes with scientific and technical functions that have protective effects under special circumstances, such as fire protection clothing, antivirus clothing, radiation protection clothing, space suits, diving suits, polar clothes, etc.; and various kinds of social normative functions. Industry uniforms such as school uniforms, **, ** and so on. However, it is undeniable that science and art often go hand in hand, and the appearance and structure of successful technological functional apparel can still arouse the beauty of similar arts. The existence of non-commodity clothing The non-commodity clothing may be the beast of the primitive people. Leather or mother's own hand-sewn clothes for the baby may also be a dowry for ethnic minorities. These products, which have no commercial value but contain social value, are often more capable of embodying the artistry. It is the original embodiment of the artistic essence of clothing because it integrates emotions rather than material interests. Clothing, especially clothing as a commodity, no matter what the form of existence, art has become the desire of modern clothing. The clothing with the artistic name is always more attractive than the clothing called the goods.

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