Honors Capstone Project
Date of Submission
Communication and Rhetorical Studies
Visual and Performing Arts
Capstone Prize Winner
Won Capstone Funding
Rhetoric and Composition
The fashion industry is a 1.2 trillion dollar global market, with more than 250 billion dollars spent each year in the United States alone. With over 4 million individuals employed in the United States it takes a village to distribute, sell, and communicate apparel across the world. A large portion of the fashion industry functions with the help of sales associates. Businesses would not be able to function without design, manufacturing, distribution, marketing, advertising, communication, buying, planning, and consulting. In a global market where communication, social media, and image are quickly changing, the retail environment is promoting functionality of fashion throughout the world. The notion of fashion as communication is constantly evolving as the customers needs and wants continue to develop and expectations grow increasingly higher. The definition of fashion is a “popular trend, especially in styles of dress and ornament or manners of behavior” (Merriam Webster). Individuals communicate messages through their clothing choices. In fact, Women’s Wear Daily writes, “Fashion is most often used as a synonym for the current style in clothing, however sociologists and other scholars who write about fashion are likely…to [share] that fashion has two elements”. These messages can convey a religion, the socio-economic group the individual belongs too, a profession, and even a sports team in which they support. This project will be focusing and answering the question: “In what ways do individuals communicate through fashion?” The fashion industry is more influential than ever before. As a result, messages can be uncovered and judgments are often made based on a fashion decision.
Robbins, Jodi, "Fashion, Communication, and Consumerism" (2017). Honors Capstone Projects - All. 1023.
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