Fashion: A Very Short Introduction: Chapter 4, pp. 67-70

Vocabulary:

1.  an effect (noun) = a result based on an action
2.  to affect someone or something (verb) = to have a direct influence on someone or something that results in a kind of modification

3. p. 67 :  in keeping with its environment = expression that means something is done in a similar style

4. green tiling =
5.   patchy plaster work = spotted walls
6.  ripped out fittings on the rough walls = fittings are tubes that carry water, rough means not neat nor clean

7.  cabinets =
8.  drawers = cassette
9.  battered seats = vecchie e rovinate sedie
10.  clothes hung on rails = where clothing was hung, as if on a long, metal pipe or tube

p. 68
1.  a wide choice of egads = a large variety of  products
2.chimed with the nature of guerrilla stores:  was in tune with, very similar to that style
3.  word of mouth = passa parola

p. 69

1. be akin to = be similar to
2.  a shrewd marketing device = a very clever and intelligent promotional decision

p. 70
1. kindred souls = people who have the same taste or interests


Comprehension Questions:

1. p. 67  What is a 'guerilla store'?  Why do you think Comme des Garçons decided to use this type of store set up?

2. p. 67 In what ways do you think the shopping experience has been enhanced today?  How might it be enhanced in the future?  (You may use your favorite store as an example.)

3.  p. 68  How is the subculture important to your field of study?

4.  pp. 68-69  What was the resulting effect of the Comme des Garçons guerilla store?

5. p. 69  How did the Comme des Garçons attention to packaging affect other clothing stores?


Over to You:

1.  What are the current trends in branding and marketing in your sector?  Are they anything like the Comme des Garçons' efforts?