The Dress Mess: Commercialism and Fashion-Related Challenges to Youth

 

Velma LaPoint, PhD, Associate Professor of Child Development, Department of Human Development and Psychoeducational Studies, School of Education, Howard University* 

 

Some Facts about Commercialism and Fashion-Related Challenges to Youth

  • Teen Population Large Spending Block with Continued Growth: by 2010 Teenage Population Will Be Nearly 35 Million; Youth 7-14 Years (27.6 Million) Spend Almost $14 Billion a Year; Girls 10-19 Year Olds (20 Million) Spend More than $75 Billion a Year

  • Youth of Color Population Large Spending Block with Continued Growth: Some Cultural Characteristics Used in Commercialism (e.g., Music, Language, Dress)

  • Commercialism in Fashion:  The Combined Activities of Producing, Manufacturing, Advertising, and Selling Products and Services Relating to Dress by Specific Corporations and Industries.   This Includes Clothing, Hairstyles and Other Body Adornments, and Accessories Used for Self-and Group Expression, Identity, and Appearance

  • Diversity Exists Around Commercialism in Fashion: Age, Gender, Social Class and Ethnicity (e.g., Product Use, Amount Spent, Adverting Messages)

  • Youth, Parents and Families, Researchers, Policymakers, Practitioners, and Advocates  Concerned and Engaged in Activities to Reduce and Prevent Commercialism and Fashion- Related Challenges among Youth 

Some Commercialism and Fashion-Related Challenges to Youth, Parents, and Families

  • Rampant Individualism, Materialism, and Commercialism Values, Attitudes  and Behaviors

  • Use and Exploitation of Status and Characteristics

  • Pressure to Conform and Compete (e.g., Peer Group, Advertised Models)

  • Youth Victimization Related to Dress (e.g., Bullying, Robbery, Assault; Murder)

  • Youth Health Risks for Illicit Use of Products: “Adult-like Masculine or Feminine  Appearances” (e.g., Alcohol, Tobacco and Gun Use) 

  • Youth Pressure to Obtain Money for Dress Items (e.g., Asking/Begging/Nagging Parents/Family Members; De-emphasis on School While Working; Stealing)

  • Certain Youth Adornment Practices Potentially Harmful and/or Life Threatening (e.g., Body Piercing, Tattooing)

  • Sexually Socializing Dress Items for Young Children and Adolescents

  • Questionable/Objectionable Dress Items Associated with Certain Groups (e.g., Gangs, Incarcerated Persons)

  • Questionable/Objectionable Dress Items Worn in Workplace 

  • Parent and Family Pressure to Obtain Money for Youth Dress Items

  • Parent and Child Conflict on Acquiring, Buying, and/or Wearing Specific Dress Items

Some Solutions to Commercialism and Fashion-Related Challenges in Use by Many Youth, Parents, Families, Schools, Faith-based Communities, and Professionals Working with Youth   

  • Educating Self and Others to Think Critically about Fashion Commercialism  and Products: 1) Buying Alternatives; 2) Buying Less; or 3) Not Buying at All

  • Obtaining and Using Educational Materials to Prevent and Reduce Fashion Commercialism 

  • Promoting Alternative Values, Attitudes, and Behaviors (e.g., Humanism, Spirituality) 

  • Using Uniforms in Public Schools and Dress Codes in Other Settings

  • Selecting and Being Involved with Friends and Personal Organizations with Similar Values, Attitudes, and Behaviors Relating to Commercialism

  • Participating in Advocacy Organizations to Prevent and Reduce Commercialism   

 

*Information Submitted for Copyrighted Publication.  Do Not Quote Without Permission of the Author.


Selected References

 

Acuff, D. (1997). What kids buy and why‑-The psychology of marketing to kids. New York: Free Press. Alleyne, S. & LaPoint, V. (2001). [Content analysis of popular literature on problems and violence]. Unpublished raw data.

 

Chin, E. (2001). Purchasing power‑ ‑Black kids and American consumer culture. Minneapolis, MN: University of Minnesota Press.

 

Hambrick‑Dixon, P. & LaPoint, V. (1999, October). A Model of Commercial Influences Generated by Corporations and Industries on Children's Development, Paper Presented at the Study Group and Invitational Scholars' Forum: Corporate and Industry Influences on Children's Development, Howard University, Washington, DC.

 

Holloman, L.O., LaPoint, V., Alleyne, S.I., Palmer, R.J. & Sanders, K.S. (1997). Dress‑Related Behavioral Problems and Violence in the Public School Setdng: Prevention, Intervention, and Policy‑‑A Holistic Approach, Summer 1996 Yearbook Issue on Educating Children in a Violent Land. The Journal of Negro Education, Volume 65, Number 3.

 

Jacobson, M., & Mazur, L. (1995). Marketing madness: A survival guide for a consumer society. Boulder: CO: Westview Press.

 

Journal Graphics. (1990, March 13 ). Geraldo (Dressing to Kill: Killing to Dress. Transcript No. 649). New  York: Author.

 

Kaiser, S. B. (1990). The social psychology of clothing. New York: Macmillan.

 

LaPoint, V. (Winter 1999/2000). Youth identity, dress and behavior," Enough! ‑‑A Quarterly Report on Consumption, Quality Life and the Environment„ No. 10, p. 22, Takoma Park, MD: Center for New American Dream.

 

LaPoint, V. (1999, October). Youth Dress‑related Problem Behavior and Violence: The Role of Youth, Families, Schools, and Communities, Paper Presented to the Study Group and Invitational Scholars' , Forum: Corporate & industry Influences on Children's Development, Howard University, Washington, DC.

 

LaPoint, V. & Alleyne, S. (1997). [Student Dress and Behavior Project]. Unpublished raw data.

 

LaPoint, V. & Hambrick‑Dixon, P. (In Preparation). Commercialism as Environmental Stress in the Lives of Children of Color: Education and Other Socialization Contexts. Special Issue, Summer 2002, The Journal of Negro Education.

 

LaPoint, V. & Hambrick‑Dixon, P. (2000) Commercialism Influences American Children' Development: Is There Relevance to South African Children? Paper presented to the Conference on Substance Abuse, Crime, Violence, and HIV/AIDS as Consequences of Poverty: Strategies for Prevention, Intervention, and Treatment in the U. S. and South Africa, Capetown, South Africa, June/July 2000.

 

LaPoint, V. & Hambrick‑Dixon, P. (2000, June). Beyond the Sound Bites: The Ecology of Adolescent Development and Commercialism, Paper presented to Rocking Our World: Covering the Transformation of Adolescence in America, The Casey Journalism Center, University of Maryland College of Journalism, College Park, MD.

 

McNeal, 1. U. (1999). The kids market‑ ‑Myths and realities. Ithaca, NY: Paramount Market Publishing.

 

National Association of Elementary School Principals. (1998, April 1). School uniforms‑‑Why and how. Alexandria, VA: Author.

 

Ready, A. (2001, September 2). Little women‑retailers' efforts to court teens and "tweens" include lingeries shops for the junior‑high set. The Washington Post, pp. HI, H6.

 

Steinberg, S.R., & Kincheloe, 1.L. (Eds.) (1997). Kinderculture‑‑The corporate construction of childhood. Boulder, CO: Westview.

 

U.S. Department of Education (1996). Manual on school uniforms. Washington, DC: U.S. Department of Education Safe and Drug Free Schools.

 

Zollo, P. (1995). Wise up to teens‑ ‑Insights into marketing and advertising to teenagers. Ithaca, NY: Paramount Market Publishing