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 affordable 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.

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 fitting , but fashion did not become an established industry in the institution sense of the world until the 20th century.

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

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, stiff 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 than before, often had “turn-ups” or “cuffs“, 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 specific occasion.

WOMENS WEAR

1900–1910

•Skirts elongated at the back to form a train.

•Skirts silhouette slim at the hip

•Fullness of the skirt confined to below the knee

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

•Evening dresses were off 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 flying panel skirts.

BRANDS of 1900’s

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 flagship store on London’s Oxford Street is the second largest shop in UK which opened on 15th March 1909
• Selfridges was one of the first 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 firm established in 1906.

• The fluid 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 flexibility.

Girls fashion- Mimicked their mothers, decorated with lace frills and ruffles. 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