Dress is a product involving multi-sensory imagery

Dress is a product involving multi-sensory imagery (Eicher, 1995). As such, dress is capable of stimulating more than one sense. Although sight is considered the primary sense in face-to-face interaction, dress can elicit reactions from all five senses. Fabric textures stimulate the sense of touch, lipstick stimulates the sense of taste, fragrances stimulate the sense of smell, and some jewellery and fabrics (e.g. rustle of taffeta) stimulate the sense of hearing (Eicher and Sumberg, 1995). Dress provides a multisensory experience consisting of sensory information available through sight, touch, kinesthetics, smell, hearing and taste (Fiore and Kimle, 1997). Sensory information such as colour, fabric, pattern, shape and texture influences how fashion styles are perceived. Interpretation of sensory information is dependent on aesthetic rules (e.g. International Journal of Consumer Studies ISSN 1470-6423 International Journal of Consumer Studies 31 (2007) 589–596 © The Authors. Journal compilation © 2007 Blackwell Publishing Ltd 589 principles of design such as balance, scale and unity) as well as social and cultural rules (Kaiser, 1997). Codes consist of a system of rules relating to one subject. An aesthetic code consists of design rules embodied in the elements and principles of design as well as social and cultural rules regarding dress. An aesthetic code enables dress to communicate meaning (Kaiser, 1997). Social and cultural customs provide the means to interpret some sensory information conveyed by dress. Cultural differences may be influenced by the subjective nature of some design principles (e.g. harmony) (Davis, 1996). Understanding the meanings associated with dress is a complex process because meanings stem from the blend of aesthetic codes with social and cultural customs. Individuals manipulate aesthetic codes and the attached symbolisms, within social and cultural contexts, as they engage in the process of appearance management (Kaiser et al., 1995). The fashion process involves change in cultural forms such as dress (Eicher and Sumberg, 1995). ‘Fashion change is intricately linked to changing ideas about aesthetic rules’ (Kaiser, 1997, p. 231). Aesthetic codes are culturally derived and change with fashion despite the design principles (i.e. balance, emphasis, proportion) basic to their nature. The fashion process evolves in stages prompted first by the introduction of new styles or variations of existing styles. Fashion designers manipulate aesthetic codes as they create new styles; a meticulous adherence to aesthetic rules is not adequate to create successful styles. yanzic0525. 
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