KOHLER color Pallets for 1980s

The 1980s arrived with muted tones like mauve, plum and seafoam green. As the economy grew stronger, colors grew more intense as well. Jewel tones, teal and coral became predominant. Black and white also made a sophisticated statement in this time of conspicuous consumption. Another shift occurred in 1987 as the concept of cocooning began to take hold. As consumers found ways to spend more quality time at home, they surrounded themselves with comforting colors like soft peach, bisque, blue-gray, and gentle green.

White - 0 1883

Parchment - 40 1976 - 1989

Almond - 47 1981

French Vanilla - 49 1982 - 1990

Jersey Cream - 12 1986 - 1999

Innocent Blush - 55 1986

Desert Bloom - 89 1988

Harvest Gold - 31 1968 - 1990

Mexican Sand - 33 1970

Lemon Twist - 70 1986 - 1998

Sunflower - 36 1974 - 1984

Buttered Rum - 82 1987

Crackle - 81 1987

Pepper 'N Salt - 84 1987

Tender Grey - 56 1985

Opalescence - 80 1987 - 1992

Platinum - 59 1985 - 1990

Country Grey - 41 1978 - 1991

Thunder Grey - 58 1985

Seafoam Green - 71 1987

Aspen Green - 42 1978 - 1987

Fresh Green - 34 1971 - 1980

Evergreen - 46 1980 - 1986

Teal - 17 1987

Heron Blue - 68 1986 - 1996

Cerulean Blue - 08 1938 - 1986

New Orleans Blue - 32 1969 - 1984

Blueberry - 27 1965 - 1985

Vermont Blue - 19 1989 - 1996

Oceanus - 83 1987

Navy - 52 1984

Wild Rose - 45 1980

Raspberry Puree - 53 1984 - 1999

Antique Red - 25 1965 - 1996

Sequoia - 43 1978 - 1986

Terra Nueva - 90 1988 - 1991

Swiss Chocolate - 44 1978 - 1989

Taupe - 54 1984 - 1991

Expresso - 24 1965 - 1986

Black Black - 7 1972

SOURCE

Northwestern Ideas Synthesis Poster

Northwestern Ideas Poster PDF

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Brooke Shield

Along with the debut of ready-to-wear apparel, Models were not only seen on the runways but were starting to be seen in all areas of fashion promotion, such as magazine ads and television commercials. Models were taking the step from runway model to celebrity status. As seen below with Janice Dickinson, not only was she seen as a supermodel but also as a photographer, author, and later, an agent. Another model who took a chance to further her career was Brooke Shields.

Brooke Shields' career as a model began in the mid 1960s when she was an infant. She continued to become a successful child model with model agent Eileen Ford who once stated that she started her children's division just for Shield. In early 1980, at age 14, Shields was the youngest fashion model ever to appear on the cover of the top fashion publication Vogue magazine. Later that same year, Shields appeared in controversial print and TV ads for Calvin Klein jeans. The TV ad included her saying the famous tagline, "You want to know what comes between me and my Calvins? Nothing." Shield's also starred in "pretty Baby" in 1978 and "Blue Lagoon" in 1980. Later in her career she moved on to television with her own show "Suddenly Susan" in 1996.

Calvin Klein Jean Commercial 1980


By the age of 16, Shields had become one of the most recognizable faces in the world because of her dual career as a provocative fashion model and controversial child actress. TIME magazine reported, in its February 9, 1981 cover story, that her day rate as a model was $10,000. In 1983 Shields appeared on the cover of the September issue of Paris Vogue, the October and November issues of American Vogue and the December edition of Italian Vogue.

Romantic Fashions, an Escape of the Times?

Romantic fashions may be seen as a way to escape the harsh economic problems of 1980. The new wave of romantic was first seen in British nightclubs, and trickled to the US in a less dramatic form. It was also a way to rebel against the emergence of up and coming punk look. Lace was central to the new romantic look, and velvet and brocade were used for knickers and vests. Colors were rich, consisting of deep maroons and forest greens, complimenting the bright white lace on shirts with ruffled collars.

The look was quickly named New Romantics by the media, moved quickly into mainstream fashion and was reinforced by hot chart topping pop groups of the time such as Adam And The Ants, Spandau Ballet, Duran Duran and Visage.

People were aware of the rough economic times and perhaps the fashions of the romantic era provided relief and allowed people to dress in fashions that made them feel lavished and beautiful. I also believe that this fashion was the beginning of the soon to be power dressing of women.

Lomas, Clare. The 80s and 90s : Power Dressing to Sportswear. Grand Rapids: Gareth Stevens, 1999.

The New Man

Summary:
As women became more independent, men started to lose their traditional role as breadwinner and head of the family. Family and the importance of family was on the decline. Divorce rates were soaring, creating more single-parent families. Men needed to reinvent themselves, and the media was on hand to help.
In 1980 and close years to follow men took a greater interest in looking good. The suit still remained standard for men, however, it was now jazzed up with showy accessories. Brightly colored vests and shirts were especially popular. Designer Paul Smith recognized this new market and its potential spending power and launched his first menswear collection. He created shirts that had bold prints of fruits and flowers for men confident enough to wear "feminine" patterns.

Implications:
A new market was created, and while the economy may have been on the down, men interested in fashion was on the rise. I feel as though mens fashion may have been a trend that was more the back burner, but still an key observation for the given time. This is important to note because its the emergence of a new type of consumer, a fashion oriented male consumer. Perhaps this is where todays metro-sexual male has evolved from.

Retail Sales In 1980

This graph shows the amount of money the Retail Industry made in each month of 1980 compared to the 2 years previous. This graph also shows quite literally the effect the slowing of the economy and slight recession had on Retail sales in the months of February, March, April, and May.





As shown in this chart in the year 1980 Apparel and accessory stores made $45,622 and made a 6% gain since 1979. The retail trade as a whole made 942,462 in 1980.




Source

US Census Data for 1980

This chart shows the The Purchasing Power of the Dollar from 1950 to 2006. In 1980 the Producer Prices was at 1.136 and Consumer Prices was 1.215. The comparison to the 1.433/1.532 of 1978 and 1.000/1.035 of 1982 really shows the increasing rate of inflation.




Money Income of Families - Percent Distribution by Income Level in Constant(2005) Dollars: 1980 to 2005

It is very apparent in this chart that some races earned a lot less money on average. In 1980 this could have been a huge factor in Branding, consumer research, and other important target market data.




Selected Per Capita Income and Product Measures in Current and Real (2000) Dollars: 1960-2006

This chart shows, in increments of 5 years, Gross Domestic Product, Gross National Product, Personal Income, Disposable Personal Income, and Personal Consumption Expenditures. All 5 areas had increased since 1975 and continued to increase years after. Disposable Income in particular makes a huge jump from
8,822 in 1980 to 13,037 in 1985. There must have been a much higher retail sales volume in 1985.
This is a chart with the same info just goes a little more in depth into some of the areas