Skip to Main Content
 

Global Search Box

 
 
 
 

Files

File List


osu1174323221.pdf (39.24 MB)

ETD Abstract Container

Abstract Header

“These Aren’t the Same Pants Your Grandfather Wore!” The evolution of branding cargo pants in 21st century mass fashion

Hancock, Joseph Henry, II
http://rave.ohiolink.edu/etdc/view?acc_num=osu1174323221

Abstract Details

2007, Doctor of Philosophy, Ohio State University, Textiles and Clothing.
In this study, fashion and brand ideologies are utilized in explaining how cargo pants (the fashion) are no longer the main attraction for the consumer when purchasing the pants. It appears that the consumer may identify with the branding concept used to contextualize cargo pants and to create a selling story; these branding channels sometimes create a hyperreality that entices the consumer to buy the garment thinking s/he is “purchasing” part of the fantasy. Understanding this phenomenon is key to this investigation of cargo pants that have been manipulated and changed through brand culture. The goal of the study is to build upon these fashion studies synthesizing the theoretical foundations of branding by conducting an applied study of a cargo pants in fashion. By examining a single garment type, it was possible to comprehend how all elements of the fashion system are manipulated and systematically changed through branding, and how a garment’s meaning becomes context dependent. This is important for understanding that during a particular fashion season a garment can have multiple meanings, thereby appealing to more consumers who may or may not purchase the garment for the same reasons. By deconstructing changes in fabrications, garment labeling, design features, and contextual placement, the reader will begin to understand that cargo pants are no longer the same army uniform pants worn by their grandfathers. As the American culture continues to become more diverse and multicultural, the goal of retailers becomes not only one of showing how a garment is multi-functional, but also how these companies must market a similar garment to a number of diverse target markets. The re-invention of cargo pants in brand advertising serves as a key to understanding change in American material and popular culture. While fashion advertising is referenced in many studies to depict fashion and its evolution, few fashion scholars discuss how the branding (context) of the garment is the actual vehicle that aids in changing the perception, meaning and “language” of fashion.
Patricia Cunningham (Advisor)
328 p.
fashion branding; mass fashion; postmodernism; hyperreality; Abercrombie &; Fitch; Ralph Lauren; retail strategy

Recommended Citations

Citations

  • Hancock, II, J. H. (2007). “These Aren’t the Same Pants Your Grandfather Wore!” The evolution of branding cargo pants in 21st century mass fashion [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1174323221

    APA Style (7th edition)

  • Hancock, II, Joseph. “These Aren’t the Same Pants Your Grandfather Wore!” The evolution of branding cargo pants in 21st century mass fashion. 2007. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1174323221.

    MLA Style (8th edition)

  • Hancock, II, Joseph. "“These Aren’t the Same Pants Your Grandfather Wore!” The evolution of branding cargo pants in 21st century mass fashion." Doctoral dissertation, Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=osu1174323221

    Chicago Manual of Style (17th edition)

osu1174323221
1,161
© 2007, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.