5/7/2018 Fashion History : Mass Market.

– Namanpal Singh – Medium

Namanpal Singh Follow

Sep 25, 2017 · 5 min read

Fashion History : Mass Market.

WHAT IS MASS MARKET ?

It refers to :-

• The market for goods that are produced in large quantities.

• Ready to wear garments in mass.

• Cheap material of fabrics creatively used to produce a ordable

fashion.

• Uses simple production techniques therefore to sell at cheaper

rates.

• Consists of fashion available for both — brands and street.

Mass market is not possible without mass production and thus the
sewing machines emerged.

The manufacturing of Sewing Machine was a very gradual inventive

step that spanned over an exorbitant amount of time.

By the year 1900 over 20 million sewing machines a year were being
produced from factories all over the world.

No single invention was as eagerly accepted by people in all parts of the

planet as the humble sewing machine.

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5/7/2018 Fashion History : Mass Market. – Namanpal Singh – Medium

Mass Production in Fashion Industry

The Mass Production of clothing began roughly in the mid –nineteenth
century,When some manufacturers began to produce garments that did
not require tting , but fashion did not become an established industry
in the institution sense of the world until the 20th century.

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5/7/2018 Fashion History : Mass Market. – Namanpal Singh – Medium

The rapid shift of custom-made readymade clothes during the

industrial revolution was stimulated by the growth of the middle class
& a large increase in foreign labour, mostly jewish & Italian Immigrints
who bought their tailoring skills from Europe.

The industry grew exponentially by 1915,apparel was the third largest

in America after steel & oil . In the late eighteens & early ninteens large
mills & factories produced fabric & garments including overcoats ,
peticoats , shirts , trousers , gloves , hats & footwear.

In the late nineteen century the department store introduced the idea
of consolidating large amount of mass produced goods for public
consumption.

MEN’S WEAR
1900S: TALL, LONG & LEAN

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5/7/2018 Fashion History : Mass Market. – Namanpal Singh – Medium

As we moved into the 1900s men’s clothing was predominantly

utilitarian and rather unimaginative. The long, lean, and athletic
silhouette of the late 1890s persisted, and tall, sti collars characterize
the period. Three-piece suits consisting of a sack coat with matching
waistcoat and trousers were worn, as were matching coat and waistcoat
with contrasting trousers, or matching coat and trousers with
contrasting waistcoat. Sounds familiar, right? Trousers were shorter

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5/7/2018 Fashion History : Mass Market. – Namanpal Singh – Medium

than before, often had “turn-ups” or “cu s“, and were creased front and
back using the newly-invented trouser press.

The period between 1901 and 1910 was known as the Edwardian era
after Queen Victoria’s successor, King Edward VII. It was considered a
time of great change. Early 1900’s fashion was dictated by time of day
and followed a general rule of morning coats till noon, lounge suits
until 6 o’ clock, then evening clothes depending on the speci c
occasion.

WOMENS WEAR
1900–1910

•Skirts elongated at the back to form a train.

•Skirts silhouette slim at the hip

•Fullness of the skirt con ned to below the knee

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•Decorations with long and short tucks, hem ru es , buttons and lace
insertion.

•Evening dresses were o shoulder with or without sleeves

1910–1920

• Hobble skirt & lampshade skirt were trending.

• Edwardians took interest in asymmetric draping techniques.

• For daywear suits were fashionable.

• First world war provoked skirt hems to ankle.

• Bodice lean towards higher waist.

• Other popular were bat-wing sleeves, over-drapes and ying panel

skirts.

BRANDS of 1900’s

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5/7/2018 Fashion History : Mass Market. – Namanpal Singh – Medium

SELFRIDGES

• Founder- Harry Gordon Selfridge

• Started — Selfridges & Co. is a chain of high end department stores

in United Kingdom, operated by Selfridges Retail Limited.

• The agship store on London’s Oxford Street is the second largest

shop in UK which opened on 15th March 1909

• Selfridges was one of the rst shops in Britain to introduce

window dressing as a way of enticing customers into the store, in
the second half of the Victorian era.

• Selfridges were blamed for the increased levels of shoplifting.

Current status,One Group,Four Businesses 33 Stores , Annual sales

totalling over 2 billion pounds . Over 10,000 Team Members

ANDERSON AND SHEPPARD

• Founder- Anderson and Sheppard

• Started — 1906

• It is Savile Row bespoke clothing rm established in 1906.

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5/7/2018 Fashion History : Mass Market. – Namanpal Singh – Medium

• The uid style of the legendary cutter Frederick Scholte was from
the start the distinguishing feature of the house style. Scholte was
the Duke of Windsor’s Cutter and trained Per Anderson.

• A high small armhole with a generous upper sleeve permits the

jacket to remain close to the neck while freeing the arm to move
with comfort.

• Anderson & Sheppard kept Prince Charles in double breasted suits

for years.

KIDS WEAR 1900–1910

Colours- Pale, ranging from browns to whites

Material used- Flannel, linen, wool, silk, muslin and cotton, the cotton,
muslin and linen were often starched heavily but it was very
uncomfortable for children because it restricts their motion. Clothing
was held together with buttons.

Wool-formal clothing.
Elastic-more exibility.

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5/7/2018 Fashion History : Mass Market. – Namanpal Singh – Medium

Girls fashion- Mimicked their mothers, decorated with lace frills and
ru es. Under the dress, long black socks covered any exposed skin. On
some patterns a deep “V” appeared on the front and back, showing
some of the blouse underneath.

Boys fashion- Boys wore tunics and Russian blouses, in which motion
was possible. They also wore knee shorts or knickers, until reaching
their high socks. Younger boys had romper suits, one-piece garments
which were designed for play. For formals, suits with Eton collars.

This project was worked on by me with my peers —

Namanpal Singh Shruti Joshi vaishali parihar Sejal Goyal Aakanksha

Agnihotri Lagan Randhawa Shruti Khandelwal Sarthak Jain Mishel
Maknojia

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