1986 Economy: American Workforce and Union Activity

According to a New York Times article published 15. February 1987, 4.7 million additional Americans found work during 1986, which indicates an increase in spending power, as 4.7 million more people were earning their own money. Unions at this time were striving to increase membership of women, as more women were beginning to work outside of the home. This all affects the fashion industry, as women in 1986 were increasingly looking to purchase professional wardrobes and had the money to do so.

1986 Demographics and Psycographics

According to our textbook, the major "age cohorts" are the G.I. generation (born between 1901 and 1924), the silent generation (born between 1925 and 1942), the baby boom generation (born between 1943 and 1960), generation x (born between 1961 and 1981), and generation y (born between 1982 and present?). In 1986 the major demographics would be the baby boom generation and generation x. The baby boomers produced the hippies and the yuppies while generation x produced no specifically defined image that can be connected to them.

The How Stuff Works website has these questions to help determine psychographics:
-What do they like about your product?
-What do they like about your competitor's product?
-What made them decide to buy your product?
-Did they know which brand they were buying before they purchased it?
-What advertising messages had they seen prior to buying?
-How much disposable or discretionary income is available for this type of purchase?
-What are their hobbies?
-What emotional aspects impact their purchase?
-What is their social class or status?
-Who is the actual decision-maker for this type of purchase?
-What values and attitudes play a part in this type of purchase?
-Who do they look to when making purchasing decisions?

Using what we know about the different generations and these questions, we can try to determine the market that they would have been selling to in 1986. Overall they were selling to two very different markets. The baby boomers were more family oriented and at the same time they were striving to reach professional goals. They would be looking for a product that was affordable and helped make their life easier, all while putting out a professional image. Generation x had more computer technology than any previous generation had seen. They also found personal needs, wants, and goals the most important. They wanted to know "what's in it for me?" Generation x would be looking for a product that is advanced and was just for them. They might have more discretionary income to spend on themselves than the baby boomers because the boomers had families to spend that money on as well. This is just an overall look at the two generations and in no way means that every consumer of that generation adhered to these rules.

1986 Big Bang in London

On 27. October 1986, doing business through the stock market in London changed dramatically. In one huge step, known as Big Bang, trading in the Stock Exchange became a professional undertaking, as brokers began to do business through telephone and the computer instead of face-to-face. Technology changed the nature of the business in London forever. Looking back after these drastic changes had been implemented for ten years, Financial Times reporter George Graham found mixed feelings concerning Big Bang. It certainly elevated the Stock Exchange in London to a more global level, and with it brought a sense of professionalism. Some felt that it was anti-climatic, although others felt it was too sudden and should have been addressed in stages.

Elevating the Stock Exchange in London to a global level, instead of solely at the national level, certainly had a profound impact on the economy and business of trading stocks. This fundamental reform through improved technology and deregulation of the markets caused an economic boom that boosted the British economy for the next 20 years.

You may read the original article here.

1986 Shuttle Disaster

The Challenger Disaster on 28. January 1986 sent the entire American community reeling, trying to understand how such a tragedy could have happened. Only 73 seconds after a magnificent, highly-publicized take-off the shuttle disintegrated, instantly killing all crew members, including teacher Christa McAuliffe. President Ronald Reagan addressed the nation with his annual State of the Union Address that evening, beginning with comments on the disaster that had only hours earlier struck our country.


President Reagan addressed the schoolchildren across our country who had witnessed the disaster on live television, as they watched an American teacher leaving for space. He highlights the tragedy as a painful reality, explaining to these children that the American "future doesn't belong to the fainthearted; it belongs to the brave."


This tragedy certainly affected Americans deeply, in turn, reaffirming their deepest-held values and beliefs as a united nation. In times of national tragedy, Americans react based on their deep instincts as an independent and freedom-driven peoples. President Reagan understands these reactions and addresses the American people to calm their fears and reaffirm the importance of an American space program and respecting our freedoms to maintain such a program of exploration.

1986 Music Icon Patti Labelle

In 1986, Patti Labelle topped the record charts with hit single On My Own. In an interview with EbonyJet, Labelle discusses her role as a successful African-American female artist. The increasingly visible role of women in society at this time is apparent in this interview through Labelle's discussion of her increasingly prominent and successful role in society made by Labelle. Her appearance in this interview is also one of strength and power, as she wears the iconic shoulder pads of the mid-eighties in a large, boxy blazer. Her presence itself commands attention.

Average Annual Expenditures 1986 + 2006

Average annual expenditures for all consumers in 2006: $48,398
Average annual expenditures for all consumers in 1986: $23,886

The annual expenditures graph show and compares how much consumers in the U.S. had spent in 1986 and 2006. This information is important because it allows companys to go and see where their consumer's paychecks are going. This is good for target marketing especially if a company was going to target a group of consumers that had more money to spend on luxury items.

Consumers are spending most of their money on housing and related utilities like electricity to support and live. Transportation is second.

Information taken from U.S. Department of Labor

1986 Trends cont.

Again we have shoulder pads in all three of these pictures. Shoulder pads were HUGE in 1986 (due to the fact that with more woman in the workplace due two incomes being necessary, woman wanted to be seen as equal to men). The Anne Klein ad shows us an oversized clutch which became very popular in 2007. There is a current Ferragamo ad with a very similar oversized clutch to this, except it is white with a corner folded over revealing a different color snakeskin.

1986 Trends cont.

Here are more pictures from 1986 Vogue. All 3 women are wearing shoulder pads in their three different coats, this is one trend here. Another is wide belts. The first woman in the black with the pinstripe pants is wearing a black one, the woman in the Escada ad is wearing a large orange one, and while the woman wearing the DKNY red evening coat doesn't have a belt, the dress is high waisted. Also notice that all of these women are wearing short gloves. 1986 was all about accessories as shown in the first two pictures. Each woman is wearing very large plastic earrings, gloves, a belt, and the first woman in black has some sort of cuff on her left wrist. Throughout the magazine I saw tons of bangle stacking, which has been a trend that has been popular in various time periods such as the 1970's, and even as recent as 2006.

1986 Trends

These photos were taken from January, March, April, November and December issues of Vogue in 1986. Here are 4 different shoe ads. The first picture is a low pump with red and white color blocking made by Gucci. The second is a snakeskin pump by Valentino, the third are various pairs of really bright snakeskin pumps and lastly we have a pair of teal suede flats. The trends here are quite obvious; lots of color, animal prints, and high-heeled shoes (although flats were wildly popular as well).

1986, Trend of Excess

Leo, Peter. "Fashion Trend Full of Holes." Pittsburgh Post-Gazette: 11. Jun. 1986.

This editorial concerning an upcoming trend of not only worn jeans, but worn-out jeans highlights some interesting and varying thoughts on the current state of fashion in 1986. The opinion of the editor is clearly that paying extra for holes in designer jeans is outrageous and unpractical. This is also a trend highlighting clear excesses, as the holes are made by breaking down the fibers that make-up the textile used in creating these jeans, wearing them out much faster than normal. I believe this trend is a clear example of the excesses and prosperity of the 1980s.

You can read the original article here.

1986, Ralph Lauren Cover of Time Magazine

Koepp, Stephen. "Selling a Dream of Elegance and the Good Life." Time Magazine: 1. Sept. 1986.






Designed for a person who appreciates the finer things in life, and is newly able to afford a = luxury items, Ralph Lauren's designs and strong marketing of his brand name lines spoke to a consumer who aspired to a luxury lifestyle. Lauren himself was raised from humble beginnings in the Bronx, although always looking to the luxuries of life including, "hand-tailored clothes, manor houses, sports cars, fine horses and manicured lawns." Those now buying his products are typically professionals who earn enough to afford a taste of the luxury lifestyle, and are intrigued by Lauren's marketing approach, which fills a desire of the consumers to have a piece of luxury for themselves, although they may not actually be from old money. Lauren also profits from the increasing popularity of sportswear, as clothing becomes more functional, comfortable and practical, adapting to the changing lifestyles of Americans.


This article puts Ralph Lauren's newly-found success in context of the larger fashion scene in America during 1986, and at this time, Liz Claiborne was the most profitable designer, selling primarily to professional women at mid-level price points. Understanding the most profitable designer underscores the target market that is creating the most demand for product. As found in earlier research, I believe this shows a fundamental shift in American culture and lifestyle, as women in 1986 are increasingly working outside of the home in successful careers of their own, for which they require professional attire. They are also now making their won money, with which they can afford to invest in their wardrobes.



In a time of exaggerated trends, Ralph Lauren designs appealed to those who appreciate restraint and conformity, as actress Candice Bergen explained, " 'He incorporates the things you've loved for years. I'm basically not one who is comfortable in massive shoulder pads or the trendy things.' "


You can read the original article from Time magazine here.

1986 Technology

The First Laptop

In 1986 IBM released the first laptop computer called the Convertible computer which cost almost $2000 weighing at 12 pounds! Imagine carrying that around campus. Comparing this convertible computer to today's laptops it has two special features that laptops in 2008 do not have, a printer and a detachable LCD screen.





The Human Genome Project

The Human Genome Project was launched in 1986 to understand the effects of energy production on the human body, on a DNA level.








The Nicotine Patch
Created by Frank Etcorn was created by accident. After using himself and his family to test and perfect his invention, he got it patent in 1986.








Space Shuttle Challenger

On January 28 1986, the Challenger space shuttle exploded just 73 seconds after take off, killing all seven astronauts on board.













Pictures taken from IBM Laptop BBC News Health Human Genome Challenger

Most Popular Movies of 1986

From: http://www.imdb.com/Sections/Years/1986/top-grossing



1. Top Gun

2. Crocodile Dundee

3. Platoon

4. The Karate Kid, Part II

5. Back to School

6. The Golden Child

7. Aliens

8. Ruthless People

9. Ferris Bueller's Day Off

10. Star Trek IV: The Voyage Home



Since these were the movies that most people went to see in 1986 they would have had a big impact on popular styles of the time. Keep in mind some of these movies were huge and still hold sway today. These are the movies we should be looking at for style influence, for example Top Gun and especially a film like Ferris Bueller, which shows a popular young man and his friends in clothes that they would be wearing every day.

1986 Consumer Spending

Beaudry, Laura M. and Paul Miller. "APPAREL: Statistical Overview." 1. Mar. 2000. .



This report highlights the drastic increase of 47% in consumer spending between years 1972-1973 and 1986-1987, due in part to an increase of women in the workplace, which would require women to expand their wardrobes to include professional attire, as well as allow women more control over their finances, as they are increasingly earning their own money. This fundamental difference in lifestyle and culture would likely have strong effects on consumer spending habits and the items they are looking to purchase, given women's new social roles as working members of society and further independence from their traditional roles as housewives.


You can read the text of this article here.

Politics and Cultural influences in 1986

According to the CPI inflation calculator on the bureau of labor statistics shows that $50.00 in 1986 has the same buying power as $99.95 in 2008
A great website for economic, political, and social information for 1986 is http://www.answers.com/1986
This website has a list of categories on the right hand side with a variety of information from this time period

1986 was designated the international year of peace by the United Nations.
Some more websites for political information and articles are
http://query.nytimes.com/gst/fullpage.html?res=9B0DE1D81538F937A25754C0A961948260&scp=6&sq=politics%201986&st=cse

http://query.nytimes.com/gst/fullpage.html?res=9A0DE1D71638F93AA2575BC0A960948260&scp=1&sq=politics%201986&st=cse

http://community.seattletimes.nwsource.com/archive/?date=20030201&slug=webchallenger01

http://www.enotes.com/peoples-chronology/year-1986/political-events

A big influence throughout the late 1980s was princess Diana she supported many british designers from Arabella Pollen and Bruce Oldfield to Amanda Wakeley, then started supporting more international designers such as Chanel.
http://www.fashion-era.com/diana_80s_fashion_icon.htm

In the 1980s, fashion was influenced by the western economic boom. The dominant market was getting older and was also financially secure. Demographics changed the face of society. People were living longer and seemed to act younger at the same time. Old industries died, while new technologies developed and boomed.

Ronald Reagan and his wife Nancy Reagan in the USA celebrated presidential success with a style that used fashionable conspicuous clothes and social events to display the affluence of American society to a world audience. 1980s Fashion history - Headshot of Margaret Thatcher in her trademark royal blue tailored suit and also a black suit with white collar.

The world was in flux; ever changing. The USSR relaxed rules and opened up to private enterprise. The Berlin wall came down and other eastern bloc countries craved western clothes and liberation.

In Britain Thatcherism promoted privatization and the idea that greed was good was given credence. Temples to modern living, shopping malls sprang up throughout Britain. Western society consumed and consumed.

Designer labels and branding gained impetus. Brand names became status symbols for sports gear and sportswear, perfumes, electrical equipment, cars and fashion designer goods such as clothing, bags, luggage, scarves and spectacles.

By the mid-eighties tills rang not with cash, but the increasing use of credit cards. It was all such a relief to the consumer to be able to spend and actively be encouraged to consume after years of recession. Clothing purchases soared. Interiors were decorated. Showing wealth was superficially powerful.
http://www.fashion-era.com/1980s_lifestyle_and_fashion.htm

some fashion history of not just 1986 but all of the 1980s
http://www.thepeoplehistory.com/80sclothes.html

1986-Economics/Social

Economy-
In 1986, Ronald Reagan, a Republican, was in his second term as President of the United States. Coming into office, he inherited high inflation and a high unemployment rate. In 1986 the country was beginning to recover from this. The Cold War had just ended the year before, however the Berlin Wall was still intact until 1989. As far as the economy is concerned, Reagan is still well known for his economic policies, also known as "Reaganomics". This conservative economic policy style has four key fundamentals: 1) Reduce government spending. 2) Reduce marginal tax rates on income. 3) Reduce government regulation of the economy. 4) Control money supply to reduce inflation.

http://ntserver1.wsulibs.wsu.edu:2054/ehost/detail?vid=5&hid=108&sid=18edd2da-4a8c-4fc5-b948-52d6fc82ceec%40sessionmgr107&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=

Social-
In 1986, Reagan signed legislation budgeting 1.7 billion dollars to fight the War on Drugs. It was assumed that by cutting of the supply of drugs to this country, the demand would in turn decrease. The government fought to catch cocaine trafficking coming in from South America on boats, planes etc. Cocaine, and eventually crack became wildly popular in the country trickling down from the elite eventually to those in poverty.

"By the mid-1980s, as crack leeched out from New York, Miami and Los Angeles into the American interior, the devastations inflicted by the drug were becoming more vivid and frightening. The Reagan White House seemed to capture the current of the moment: Nancy Reagan's plaintive urging to "just say no," and her husband's decision to hand police and prosecutors even greater powers to lock up street dealers, and to devote more resources to stop cocaine's production at the source, in the Andes. In 1986, trying to cope with crack's corrosive effects, Congress adopted mandatory-minimum laws, which hit inner-city crack users with penalties as severe as those levied on Wall Street brokers possessing 100 times more powder cocaine. Over the next two decades, hundreds of thousands of Americans would be locked up for drug offenses."

-http://ntserver1.wsulibs.wsu.edu:2054/ehost/detail?vid=6&hid=101&sid=8ca094a9-daeb-48c9-9487-04fab3f9ce69%40sessionmgr107&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=27736161

Popular styles of 1986:
Legwarmers and miniskirts were part of the "Valley Girl" look. Shoulder pads were extremely popular to show power at the work place by being equal to men. Bright pumps and jelly shoes were popular footwear choices. The "Madonna Look" i.e. large crucifixes, gloves fingerless or not, fishnets and layered beaded necklaces. Converse shoes became popular in the early 80's and throughout the decade, they remain popular today. Acid washed jeans and denim jackets.
http://www.80srewind.net/80s/80sfashion.htm

The Chenobyl accident of 1986 in the Soviet Union brought along a lot of nuclear power opposition. On April 26, 1986 in the Ukraine SSR, reactor number four exploded causing the greatest nuclear accident in history. A plume 400 times the size of the bomb dropped on Hiroshima covered Eastern and Northern Europe. There were 56 immediate deaths, and hundreds more in the coming years due to radiation.
Medvedev, Grigori (1989). The Truth About Chernobyl. VAAP. First American edition published by Basic Books in 1991

Other Important events in 1986:
The number one song in 1986 was "Papa Don't Preach" by Madonna
The Oprah Winfrey show makes it's debut.
The original Nintendo console is released.
The Average Household Income in Seattle is $36,338 and in Los Angeles it is $34,965
-http://www.census.gov/hhes/www/income/histinc/msa/msa1.html

Context: 1986

I found this great site that talks about what was going on in 1986 which I really think will help with researching the year. We can look at what movies were popular, who was in office, and other dominating ideas of the time, etc.
US President: Ronald Reagan
Events: -The Challenger Space Shuttle explodes after launch killing all seven on board
-Supreme Court reafirms abortion rights
Economics: -US GDP (1998 dollars): $4,422.20 billion
-Federal spending: $990.34 billion
-Federal debt: $2120.6 billion
-Median Household Income(current dollars): $24,897
-Consumer Price Index: 109.6
-Unemployment: 7.0%