Fashion has raised a great deal of contention, resistance and criticism over the years. The media provides the society with a display of images that range from the real to the perceived. Large mass marketing clothing companies and influential fashion houses determine the direction of fashion, influence the opinion of the public and put up production and distribution structures worldwide. Fashion continues to exist in the public domain amid feelings of strong links with pride, misuse and craziness. This situation can be conveniently attributed to a myriad of factors ranging from psychological problems to feeling of spite on reality television. However, it can also be associated to positive attributes such as self-expression and self-realization. Many people living in the contemporary world recognize the vital role played by fashion in the society. They are becoming continuously cautious about fashion trends in their daily lives.
Basically, all aspects or dimensions of life are influenced to a great extent by what the society views as classy, fashionable or trendy. Social structure portrayed by how people respond to fashion trends. According to Elizabeth L. Cline in her book titled, ‘Over-dressed’, the desire of people to keep up with fashion trends exposes them to the risk of exploitation by fast-fashion retailers. Many fashion-sensitive people no longer seem to be concerned about the quality of the clothes that they wear. This is because such people only buy clothes to sustain them at least until the next trend is introduced into the market. The extravagance caused by purchasing low-priced trendy clothing is clear, but the concealed costs are even more infuriating.
In her book, Cline elucidates on how globalization in the garment industry made it possible for individuals to purchase cheap fashion but often with a hidden social costs for human rights and the environment. For instance, for Bangladesh, the competitive advantage is simply the low cost of labor requirement. Fashion is a symbol of the social structure that exists in the society. It is an indication of social caste, differences in generations, different tastes and preferences among the various members of the society.
Fashion is a depiction of the presence of social caste in the society. Fashion lines have always exposed social class differences within the society. Designers often come up with fashion lines that target particular segments of the society. Fashion lines meant for the affluent are often made with high quality material that appeals to such members of the society. Individuals wearing clothing made from quality fabric often obtain recognition as wealthy individuals within the society. Such kind of recognition is often linked to social status and economic power.
According to Cline’s book, the need to look fashionable is driving many people to disregard the quality aspect of the clothing that they buy because they want to look modern and trendy. As a result, large firms in the fashion industry are engaging in the act of producing clothes in large quantities but at extremely cheap prices. Several buyers are attracted by the cheap prices offered and fail to realize the differences in quality. As a result, both the rich and poor sections of the society are able to look fashionable but with real differences in the quality of fabric used in making the garments.
The society is comprised of people of different ages. This leads to the existence of different generations within the same society. Fashion is an instrumental tool in the identification of different age groups within the society. At any particular point in time, there may be the existence of different fashion choices for different segments of the market. For instance, a clothing line that may be fashionable for young people may not be necessarily appealing to the older sections of the society. The older generations of the society seem to exhibit fashion trends that last for long durations while the young people seem to change their tastes and preferences at a relatively higher frequency. The old generations portray a more lasting affiliation to their fashion trends than the young sections of the society, which show a continuous desire to wear ‘something new’.
Consequently, the young people are considered to be very experimental and dynamic in their approach towards fashion. This explains Cline’s argument for the mass production of cheap clothes by mass production firms in the fashion industry. The young people comprise the largest percentage in the total population of most nations. They allow profit-oriented firms to ‘cash in’ on their experimental behavior by periodically providing for their fashion needs at low prices. This segment of the market seems to be more concerned about appearance rather than the quality of the fabric used. This is in sharp contrast with the older sections of the population.
Cline’s book reveals that different sections of the society attach different levels of connection with their garments. For instance, some people purchase high value clothing that gives them a sense of identity. Such individuals attach a high sentimental value to their clothes and may not be very much swayed by the rapid changes in the fashion industry. However, Cline identifies a special group of people that seem to be unconcerned about creating a connection with what they wear and are simply swayed by emerging trends in the fashion industry. This is a group of persons that lack a sense of belonging and self-realization. The media often acts as a crucial tool in helping mass marketing companies sell newly introduced fashion trends. As a result, those who do not observe certain predetermined tastes and preferences in fashion find themselves buying the new products at the enticing low prices. This leads to an accumulation of unused or underused clothes because of the rapidly changing fashion trends.
In summation, fashion acts as a good depiction of the difference in social structure. Fashion is described as a particular aspect of transformation that is influenced by cultural practices, prevailing economic conditions and several players, not simply designers. Cline’s book is a true reflection of how large companies in the fashion industry are taking advantage of perceived ‘trendiness or modernity’ in fashion to make huge profits. Several people that are swayed by this situation seem to lack a sense of identity. Such people simply decide to purchase some clothing because it is considered to be fashionable. They do not seem to care whether or not they feel comfortable or look good in the new fashion. This leads to excessive wastefulness. Therefore, it is essential that individuals assess fashion trends before deciding on whether or not to adopt it. Nonetheless, examining the different fashion trends is a good basis for identifying the differences in the social structure of people.
