California Casual

California Casual: Lifestyle Marketing and Men's Leisurewear, 1930-1960

Introduction to California Casual

• Author: William R. Scott

• Context: Chapter from Regina be Blaszezyk's "Producy Fashion: commerce, Culture, and Consumers" (2008)

• Focus: The evolution of California's leisurewear industry from the early 1930s to the 1960s

Growth of Los Angeles as a Fashion Hub

• 1945 Fortune Magazine Insight: Los Angeles transitioned from a minor fashion center to the third largest clothing hub in the U.S.

• Impact on American Fashion: California produced 85% of its menswear for national markets, indicating exceptional growth in the leisurewear sector.

• Postwar Consumption Explosion: Los Angeles emerged as the second-largest fashion capital, surpassing traditional centers like Paris and Chicago by the late 1950s.

Transformation in Men's Fashion

• Shift from Formal to Casual: The three-piece suit and traditional masculine attire declined in popularity.

  • Example: By the 1960s, wearing any suit at a beach became socially unacceptable.

• Rise of Casual Sportswear: The casual and informal dress became the norm in leisure settings.

• Location Influence: California’s unique lifestyle influenced fashion trends nationally, reaching consumers in various regions, including the Midwest and New England.

Lifestyle Marketing and Masculine Identity

• Definition of Lifestyle Marketing: Approach focused on aligning product branding with consumers' lifestyle preferences rather than merely selling clothing.

• Cultural Shifts: The California leisurewear industry redefined masculinity, integrating aspects from Hollywood culture, rugged Western influences, and suburban informality.

  • Conflicts on Masculinity: Some scholars perceived a tension in views of masculinity during this period, with leisurewear appealing particularly to suburban family men.

Role of Trade Organizations in Fashion Evolution

• Men's Wear Manufacturers of Los Angeles: Formed in 1934 to take on competition from established cities like Chicago and New York.

• First Fashion Show: The Sportswear Round Up in 1942, marking significant engagement in lifestyle marketing.

• Expansion of Marketing Strategies: Shift towards promoting the lifestyle surrounding leisurewear rather than just the garments themselves.

Impact of World War II

• Economic Boom: War efforts boosted the industrial capacity and demographic growth in Los Angeles.

• Adaptation of Casual Styles: Soldiers returning home reinforced the acceptance of casual styles, mingling workwear with leisure apparel.

Marketing Techniques and Strategies

• California's Styling: Marketing efforts connected the "Made in California" label with concepts of youth, leisure, and modern masculinity.

• Advertising Themes: Ads promoted California lifestyle, featuring bright colors and casual fabrics that reflected carefree living.

• Joint Marketing Initiatives: Collaboration among manufacturers to create cohesive marketing strategies and promote California’s identity.

Examples of Advertising and Cultural Imagery

• Naturalization of the Californian Lifestyle: Marketing linked clothing with the state's sunny, outdoor lifestyle, reinforcing the appeal of leisurewear.

• Cultural Appropriation in Marketing: Advertisements used iconic imagery associated with local culture while simplifying the identities of represented ethnicities.

• Impacts on Gender Perception: Advertising maintained heterosexual ideals, avoiding deeper implications of male objectification or homoeroticism.

Conclusion: Shifts in Consumer Identity

• Symbolism in Men's Clothing: The casual styles associated with California leisurewear led to broader changes in how men viewed their clothing.

• Legacy: California's leisurewear marketing facilitated a major transformation in American men's fashion, blending lifestyle aspirations with wardrobe choices.

Economic and Cultural Notes

• Comparative sales growth between men’s and women’s fashion indicates the rising influence and leadership of California in the sportswear sector.

• The strategies implemented by West Coast manufacturers laid foundational shifts that have evolved into contemporary marketing practices in fashion.