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This startlingly original and highly readable volume adds a new richness and depth to an element of U.S. history that is all too often taken for granted. In American Consumer Society, Regina Lee Blaszczyk examines the emergence of consumerism in the Victorian era, and, in tracing its evolution over the next 140 years, shows how the emergence of a mass market was followed by its fragmentation. Niche marketing focused on successive waves of new consumers as each made its presence known: Irish immigrants, urban African Americans, teenagers, computer geeks, and soccer moms, to name but a...

Color is a visible technology that invisibly connects so many puzzling aspects of modern Western consumer societies--research and development, making and selling, predicting fashion trends, and more. Building on Regina Lee Blaszczyk's go-to history of the "color revolution" in the United States, this book explores further transatlantic and multidisciplinary dimensions of the topic. Covering history from the mid nineteenth century into the immediate past, it examines the relationship between color, commerce, and consumer societies in unfamiliar settings and in the company of new kinds of...

How has Paris, the world's fashion capital, influenced Milan, New York, and Tokyo? When did the Marlboro Man become a symbol of American masculinity? Why do Americans love to dress down in high-tech Lycra fabrics, while they wax nostalgic for quaint, old-fashioned Victorian cottages?

Fashion icons and failures have long captivated the general public, but few scholars have examined the historical role of business and commerce in creating the international market for style goods. Producing Fashion is a groundbreaking collection of original essays that shows how economic...

This book sheds light on the hidden history of one of the driving forces in the business of fashion - trend forecasting. Exploring the inner workings of color and trend prediction for fashion over the past two centuries, from Europe to America to Asia, it offers the first historical treatment of the rise and growth of the industry within the global fashion system.

The enigmatic information system of forecasting is often shrouded in mystery, yet it has been gathering and analyzing intelligence about colors, fabrics, silhouettes, and styles since the 18th century. Exploring where the...

This book sheds light on the hidden history of one of the driving forces in the business of fashion - trend forecasting. Exploring the inner workings of color and trend prediction for fashion over the past two centuries, from Europe to America to Asia, it offers the first historical treatment of the rise and growth of the industry within the global fashion system.

The enigmatic information system of forecasting is often shrouded in mystery, yet it has been gathering and analyzing intelligence about colors, fabrics, silhouettes, and styles since the 18th century. Exploring where the...