FASHION and PRODUCT DESIGN

What rules govern changes in fashion – - in
women’s apparel, as the classic case, and in a!l
other iiu!ustries?
• What are t-he imp!ieations of these rules for
.styling policy and fasliion leadership?
• lias the treni! tovvart! architectural nudity and
low, ramhJing homes reachet! the end of the
•roat!?

• Is the emphasis on “lunctiona!” furniture and
“streani!int’(.!” home appliances on the wane-
• Will automobile styling revert to higher ears
antl greater interior eorntort?
Tlie history of succeeding styies observes a
few unaltera!:)le rules whieb, even if they do not
always appear to be firmly grasped iiy vice presidents
in charge of styling or by consumer researebers,
are applicable to all industries. No
matter whether tbe problem is selling ears, arebilectural
plans, pedigreed tlogs, or tlresses, the
motives wbieh prod eonsumers into continual
revision of tbeir tastes are essentiaiiv the same
from commotlity to commodity.
l)cs|)ite aii the eurrent studies of consumer
motivatitin, however, yVmeriean management so
I’ar has generaiiy failed to gras|i tbe signifieanee
of The basic rules of style, or to realize tbe
bcnelits to be obtained by applying tbem. Not
AUTHOR’S NOIE: A substantial part of the- rt.sciirch
cc.ntributina to this study was made under a fellowship
-•ranted by The Ford Foundation. I wish to express my
appreciation to Lois Wallace for valuabtc researeb assist-
126
ent)Ugh attention has been paid to the under-
Iving seerets of the women’s apparel trade, the
purest and oldest form of fashion expression,
or to the possibilities of studying fashion as an
intlepentlent beiiaviorai pbcntmienon ratbcv than
as an adjunct to some other specialized area ol
stutly such as consumer psychoiogv\ economic
tiemantl. or industriai tlesign.
Part of tbe explanation for these oversights
mav iic in a certain prov ineiaiism on tbe part
of market researchers, inciuding sociai scientists.
Whiie tbey have displayetl a pronounectl aiul
gr-owing tendency to ad\ ise product planners,
designers, advertisers, and marketing executives
in general as to the impressions they should or
should not try to ereate in partieular instances,
all too frequenllv tbe researchers have hased
their atlvice soleb on inferences drawn I’rom tinraw
data obtainet! h\’ c|uestionnaires anti bv interviews,
with little knowledge of tiie soeial dynamics
of taste to guide tiicm. Whether out of
niaseuline disdain or befuddlement in tiic lace
of a su!)ject which smacks of womanh \anity.
only a few sociologists and psychoiogists lia\c
joined a much larger numher of men of letters,
museum curatt>rs. and the like, in exploring tbe
basie theory of fasbion.
As migiit be expected in tbc case of a game
of appearances, so subtie is tbc realm of fashion.

make it what it is, that it demands the most
singlc-mintied attention from any person who
would understand it. It is a vvoriti that is always
creating misleading impressions, as if deliberately
trying to trap the unwary t)r confuse
tbose who laek the jiatience to unravel its threads
hy painstaking examination. Yet it wili surrender
its mysteries to patient inquiry no iess readiiy
than any otiier suhjeet of human behavior.
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