DRESS Melbourne

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Month: March, 2012

Week 4 Fashion101



What does Wenders reveal about fashion in Notebook on cities and clothes?

Below is some thought Wenders reveals in Notebook on cities and clothes. Unfortunately YouTube does not have part 4 however some interesting points were still raised. To watch more please visit:http://www.youtube.com/watch?v=wZA3a_XLCCs

  • European fashion has only been in Japan for a decade
  • Proportions ae important in fashion. This was demonstrated in Yamamoto fitting his clothes on to European models
  • Yamamoto’s method is first to touch and feel the material then he creates the form, however he ponders what other designers do and which would generally come first
  • Fashion is here and the now, however Yamamoto is practising within both his past and present
  • Black is Yamamoto’s preferred colour. Why do you need colour when you have texture and form. Everything can suit black
  • Every designer has their own language

One paragraph summarizing Kawamura’s approach to understanding fashion

Kawamura’s reveals a number of key aspects regarding fashion. When unpacking fashion it is first pivotal to differentiate between fashion and clothes. He states they are  “Separate concepts although they are used frequently used interchangeably” however “Fashion has little to do with clothing” as “Clothing is a material production while fashion is a symbolic production”.

Furthermore Kawamura explains that clothing is what we need to function as an individual where as fashions function is merely a ‘status function’ which is crafted through the institutions and later acknowledged as fashion depending on who wears it.

However Kawamura’s main description is that Fashion is an eco system comprising of a wide range of factors and people “whose collective actions construct the fashion system” and clothes are simply the “raw material” which aid in the construction of fashion.


List three or four key aspects that Kawamura sees as contributing to Yamamoto’s position as a “sartorial revolutionary”

1. ‘Reinterpretation of standard techniques’ Pg.54

2. Presents a new form of beauty where the clothes are not sexually overt rather reflect the style of the kimono where body contours are not accentuated. This was demonstrated in the 1980’s where Yamamoto introduced “large loose-fitting garments, such as asymmetrically constructed jackets…”

3. Creation of often gender neutral garments. This was enhanced through the use of black which shocked the fashion world as “black was not considered appropriate for high fashion”


Street Fashion

Street fashion is the new runway. I think consumers and individuals are refreshed at how now style and ‘fashion’ can be easily attainable. I think the concept of fashion is a virus also is relevant in this domain as now we are cutting out the influences higher up in the rankings and simply looking towards our peers. This is also helping to shape and create our own distinct style in Melbourne.

Snob Fashion Source

This is one of my favorite blogs to browse. Free text this blog curates a range of ‘fashionable’ images perfect for a touch of inspiration. Further adding to the appeal  the creator of Snob Fashion Source was a classmate from school so the demographic of style relates to me and others in and around my area of Melbourne.

Read more @ http://snobfashionsource.blogspot.com.au/

Online 1: Store: 0

I saw this article in the Age today, literally just after i got home from purchasing a coat from my local shopping center. It further highlights how the retail and fashion world is changing. Even though I did not buy my new coat offline I did search ASOS prior to making my purchase however this purchase was considered over about two weeks, and I waited until it came onto special. Furthermore it highlights they way we shop can be fashionable not just what we buy.

Read more @ http://www.theage.com.au/lifestyle/fashion/winter-shopping-spree-a-hit-online-and-offshore-20120322-1vmzr.html

Well Spent

Hi, my name is Brad, and I write Well Spent.

Formerly called Commerce with a Conscience, Well Spent is dedicated to covering honestly crafted products that look good and don’t cost an arm and a leg.

Honestly crafted can mean many things. It can mean manufactured in first world conditions. It can mean made using sustainable materials. Or, it can simply mean built to last a lifetime. The items featured here run the gamut. Some are organic, some are made in the US, some are so high-quality that they’ll never need replacing (there are even a few to which all three traits apply).

All of the information that appears on this site has been gathered by me, with cooperation from the brands represented. I do not have the means to conduct any third-party inspections of my own, so I can only vouch for the information’s veracity insofar as it is what I have been told.

I want to do everything I can to make this site as intuitive and user-friendly as possible, and am always eager for feedback (my contact info is below). If I’m doing my job right, Well Spent will help to prove, once and for all, that you need not sacrifice your style for your ethics.

Thanks for stopping by,
Brad Bennett
Founder / Editor
brad[at]well-spent[dot]com wellspent.blog[at]gmail.com


The New Consumer

I visited the New Consumer fashion industry forum as part of the Loral Melbourne Fashion festival to gain an up to date insight into the modern consumer. There were a number of key speakers who each had differing views on the area of the new consumer. Below are a number of key points, images and a bio on each of the speakers.

 Adam Ferrier 


Adam Ferrier is a consumer psychologist and founding partner of Naked Communications one of Australia’s most awarded agencies.  He features on the ABC radio, The Gruen Transfer and writes for The Australian.

Key points include:

  • People are the same technology is changing
  • To succeed in business is to change behaviour. People will only change behaviour if there is motivation and ease.
  • Advertising is desire and permission. For example the creamy footage of an ice cream is the design and the 98% fat free is the permission
  • All things must be easy for the consumer otherwise they will not bother
  • To change a behaviour you need to frame and target the exact behaviour you want to change
  • Actions, feeling thought method of behaviour change inefficient as there is a us and them mentality
  • Awareness doesn’t lead to action – KONY 2012
  • Benjamin Franklin effect, do gain a relationship with the consumer get them to do you a favour. The act of them doing you a favour is them investing something in your brand. They will also have a bond.
  • Example Art series hotel “Steal Bansky” & Witchery Man campaign
  • Switch also an example. Has friends of the company who promote and advertise through blogging which in return they ‘friends’ get 25% off all products all the time

Lorna Hall 


Lorna is a senior retail analyst at WGSN, a global trend analysis company that monitors cultural indicators, consumer moods,behaviors and attitudes. 

  • There is a changed consumer. The retailer is at the back of the pack with the consumer “at the front holding an ipad.
  • Moving digital more so than ever before. Apple made a hybrid product. Currently 19% of Adults have a tablet device will be 30% at the years end.
  • “Etailing”
  • Consumers are researched up. Women are shopping like men. They do their research before then even enter a store to purchase.
  • Consumers ‘Edit’ then want the retailer to further ‘edit’ for us
  • Pinterest is social media ‘editing’ where by the consumer see what their network thinks before making a purchase
  • Inventory Magazine , ‘edits’ for the customer
  • Consumers are sick of the clutter – must edit down. Can be seen all over Europe (except ASOS) however their magazine is a form of editing down
  • H&M current campaign is 10 key items = example of editing down
  • Australians are saving more, they are making only considered purchases. The 10 key items is a way of validating the purchase by saying these items are versatile and you will get your moneys worth
  • Zara – no more 4 way racks again a example of editing down
  • Think before purchase
  • Fashion Diet Sanne Jansens
  • New Balance 30 year celebration
  • Importance of provenance
  • Honest By (As seen already on my blog)
  • “Retail Nomads” changing designations, any place any time, what is the purpose of a store? The rise of the pop up shop over the last 10 years
  • Example – Tesco Home plus retail store on a wall in a subway
  • Products now come to you
  • Magazines buy off the pag
  • Business loung shopping facilities , no products just couches and Ipad in London
  • Stores will become less permanent, we will see a move to flagship and pop up opportunity. The locations and way these store will run will be crucial

Howard Parry-Husband

Howard Parry-Husband works in marketing research specializing in brand positioning and is a founder of Pollinate and Soup, expert communication companies. Pollinate works to create societal change to influence peoples behavioral change. Howard is dedicated to developing successful solutions for society. 

  • If you asked the average consumer what’s wring with Australian fashion retail they would most likely say nothing
  • Fashion is differentiation / imitation
  • 60% prefer to buy cheap items that are of poor quality
  • They type of consumption has not made consumers happy. There is a level of guilt about where the clothes came from whilst also the financial burden of keeping up with the trends
  • Sustainable doesnt work well in marketing
  • The more you understand about sustainabilty the less you buy green
  • People are tied of cheap choice, unsatisfying
  • Legacy items don’t exist anymore
  • Brands need to engage users through values

A favorite quote from the day:

People don’t change. Society does.

Honest BY.

Great fashion brad. 100% transparent. Is this a sign of things to come? http://www.honestby.com/

Pin Interest.

Follow my pinnings @ http://pinterest.com/charlottehannah/

Such a great tool to document my ‘LIKES’ and personal style through social media.

So fashion?


I had an interesting time whilst living and studying in China. One problem I didn’t for see was that I would have huge difficulties purchasing shoes for my apparently very large foot.  I also never quiet understood plastic shoes until I experienced tropical downpour and two pairs of expensive leather flats ruined. To rectify the situation I purchased the yellow plastic flats as pictured.

Very pleased with my purchase I walked home to my apartment. I could feel the piercing stares. Upon arrival home my friend Coco was horrified at what I was wearing and begun to laugh. Turns out my particle shoes also had significant socioeconomic and cultural meaning behind them. Only the poor farmers wear these shoes she exclaimed. So I assumed when the locals saw a foreigner in them it would have been quite a sight.

Cake fashion?

I baked a marble cake over the weekend and was surprised about the response to this modest marble cake, flocked with extra fluffy frosting. Of all the images I’ve posted of travels around the world, my social life or other goings on and i receive the most ‘likes’ of a picture of a cake. Proof fashion can really be ‘a piece of cake’.