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Abstract
Women's daydressfrom the Creek Indian Nation (1885–1900) was studied to ascertain the degree to which it paralleled dress being promulgated as fashionable in eastern U.S. newspapers and reprinted as fashion news in Creek Nation newspapers. The results indicated that dresses actually worn in the Creek Nation contained (a) more ease, (b) simpler construction, (c) garment components requiring less fabric yardage, and (d) more durable trims than those dresses publicized as beingfashionable. The investigators concluded that these differences reflected the rigorous Creek Nation environment. The results substantiated that the mere promotion of a fashion product to a targeted market does not ensure consumer acquisition or purchase behavior if that product is not congruent with the environmental conditions, needs, and values of the targeted population.
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