Michelle,+Allison

How have clothes changed in the last twenty years? How have brands in the United States (Hollister, American Eagle, Abercrombie and Fitch, Pac Sun, Forever 21, Urban Outfitters, Roxy, Babyphat, Aeropostale and H&M) and Korea (H&M, ZARA, GAP, UNIQLO, Victoria's Secret, NEXT, Polo Ralph Lauren, Shimamura, ESPIRT, Abercombie and Fitch) evolved within the last twenty years?

**Hypothesis**

We believe that if we compare the top ten brands (present day) and compare that to the clothes they made twenty years ago the clothing will become more suggestive and revealing. **Objective**

Our main objective is to find out the how the clothing has changed. We will also compare the changes that were made in the United States and the changes that were made in Korea.

**Method**

We will research the top ten brands of clothing for teenagers and observe any differences or trends between those of twenty years ago and the present day. We will do this by finding the top ten brands of present day and compare the clothes they make now to what they made twenty years ago. After we find the top ten brands of present day we will try find out how much they have sold to make sure the list is accurate, if it is from a couple years ago. We then will see if we can get ads from the company from twenty years ago and present day and compare how the clothing has changed.

**Potential Errors**

The top ten list that we find may not be correct, and the research that we find may have errors, or if two brands have sold around the same amount. If there is no way to contact the company then we cannot really use that brand.

**Scholarly Literature Summary**

Michelle Bae 1. Dress and gender: making and meaning in cultural contexts  by Ruth Barnes  [|__http://books.google.co.kr/books?hl=en&lr=&id=nXNqTlwhtl0C&oi=fnd&pg=PR7&dq=changes+of+attitudes+toward+dress+codes&ots=dudfHamaOu&sig=J8UktOpCglVhfVJ4fTH68RUMYxs&redir_esc=y#v=onepage&q&f=false__]  The essays published in this volume examines how “textiles or skins as dress may be fundamentally protective, but they also have social meaning.” It is found out that dress indicates certain meanings. It shows that an “individual belongs to a certain group,” and also the “social position of the person in the society.” “Gender identification” is said to be one of the most important parts of the construction of dress. The paper overall emphasizes the anthropolgical and sociocultural aspects of dress by presenting a sociocultural definition of dress and a classification system for types of dress that are compatible with this definition.

2. Dress and Human Behavior: A Review and Critique by Kim K. P. Johnson, Jeong-Ju Yoo, Minjeong Kim, Sharron J. Lennon <span style="background-color: #ffffff; color: #1155cc; font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; font-size: 13px; vertical-align: baseline;"> [|__http://ctr.sagepub.com/content/26/1/3.abstract__] <span style="background-color: #ffffff; color: #000000; font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; font-size: 13px; text-decoration: none; vertical-align: baseline;"> The article presents an analysis of many existing researches to determine the types of dress manipulations. It mainly focuses on how much the dress of an individual affects other’s behavior toward the individual. The most frequent concepts presented in these existing published researches were found out to be “dress,” “status,” and “attractiveness.”

3. The culture of fashion: a new history of fasionable dress by Christopher Breward <span style="background-color: #ffffff; color: #1155cc; font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; font-size: 13px; vertical-align: baseline;"> [|__http://books.google.co.kr/books?hl=en&lr=&id=MpEwlPqTwnAC&oi=fnd&pg=PR6&dq=changes+of+attitudes+toward+dress+codes&ots=8GXn4hC0sp&sig=Sdqfad7BlruXLlB3A0LOINiNTW0&redir_esc=y#v=onepage&q=changes%20of%20attitudes%20toward%20dress%20codes&f=false__] <span style="background-color: #ffffff; color: #000000; font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; font-size: 13px; text-decoration: none; vertical-align: baseline;"> This paper presents the cultural significance of fashion, from its emergence in the mid-fourteenth century to its final explosion in the mid-twentieth century. Fashion was presented as a symbol of status and wealth during the Renaissnace, and the seventeenth century places the concept of sartorial display in the context of cultural conflict and moral uncertainty. The eighteenth century and nineteenth century deal with the emergence of revitalised production and consumption systems. The chapters also cover the implications of new technology in clothing production for attitudes towards gender and class.The twentieth-century is presented with the unlimited and unquantifiable diversification.

<span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">Allison Richards <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">1. Ralph Lauren <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">By: M.B. Whitaker <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">Published: May 2009 <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">This article is about the life of Ralph Lauren.When he was little he cared about fashion and always dressed more fashionable than the others. He was a famous fashion designer in the 1990s, his clothing line was called Polo Ralph Lauren and is still around today. Polo Ralph Lauren mostly has to deal with sports, that's what he made his clothes for.It tells about his life where he grew up, and what influenced his him to make his clothing as he did. He got his influence from vintage America and British aristocracy. Some themes in his clothing were equestrian, yachting, cowboy, safari, and many others.

<span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">2.Marc Jacobs <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">By: Amy Widmayer <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">Published: May 2009 <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">This article is about the life of Marc Jacobs, who was another famous fashion designer in the 1990s. His father died when he was seven and his mother remarried several times, and therefore Marc went to live with his grandmother. He was so popular because he understood how the perception of fashion's past and the definition of beauty and glamour change with the passage of time. The designs of his clothing mirrored major changes in modern pop culture. His work was very popular in 1992, until he came out with something that all of New York liked, but the press did not, therefore getting him fired from his job. He came back in 1994 and was very popular once again.

<span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">3.Calvin Klein <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">By: Beth Dincuff Charleston <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">Published: May 2009 <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif;">This article is about the life of Calvin Klein, he was another famous designer in the 1990s. He designed coats and suits but as time went on he designed American sportswear, evening wear and jeans, fragrance and underwear. His style is said to be simple, clean, minimalist and modern. In the 1990s he drew inspiration from two painters Donald Judd and Ellsworth Kelley. You can see this inspiration in Klein's 1994 fall line and in the dress that he made in the spring in 1998. His clothes were mostly close fitting with no excessive details.

**Results** Michelle: <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">After the prevalent formal businesslike '80s, the casual style became very popular in the 1990s. Before mass media rapidly developed, fashion styles greatly differed in different areas. Thus, particular styles would be popular for long periods. After the technological developments, fashion around the world became increasingly similar. This was shown in our secondary analysis. The top ten brands of both the US and Korea were fairly similar. The fashion in the 1990s did not have a distinct characteristic like the 1970s and the 1980s in which elaborate and flashy styles were popular. Some of the series of different trends considered to be the 1990 fashion trends are the rap or hip-hop fashion, the neon color clothing fashion, the grunge fashion, and the glittering fashion. The Grunge was about loose and cropped clothing. It was a response to the power dressing and elitism of the '80s. Through the secondary analysis, it was found that the most popular brands had the most changes within the last twenty years. This showed that the key for its popularity is the constant provision of new and diverse styles. For instance, seventy percent of ZARA's product line changes every two weeks. The reason behind its popularity seems to be the constant new changes in the colors, designs, and styles that keep up with the most recent trends. The top two brands, H&M and ZARA, provides fast fashion clothing collections, in which allow the mainstream consumer to take advantage of current clothing styles at a lower price. Allison: The results that I found, were that clothes have not really changed in the last twenty years, but the clothes that have become popular within the last twenty years have changed. The types of clothing made in the 1990s are the same as the clothes that are made now, just the clothes that were popular then are not as popular now. In the 1990s jeans were higher waisted, and now jeans are low-rise. In the 1990s the clothes that were more popular were shorts such as Bermuda shorts that were a lot longer than the shorts that were popular now.


 * Hollister commercial: [] **


 * American Eagle commercial: [] **


 * Presentation **


 * Paper **[[file:Research Project.docx]]