Consonant with the development and expansion of a country's economy are a raft of societal changes that affect all areas of life. Fashion, an important meter of any society's affluence is one such area. Men's fashions, in particular, probably stand as one of the most indicative measures of new prosperity in a society.

In the past, when the Republic of China on Taiwan was not as prosperous, men were concerned only with wearing practical, durable clothing. Affluence, however, has brought with it the concept of "fashion" and men on Taiwan are now gradually becoming more discriminating in their tastes. This trend did not escape the shrewd eye of businessmen, and thus there has been an exponential growth in male specialty shops catering to the burgeoning men's fashion industry.

These shops aimed for the middle-aged man, successful in his profession, as the target client. Shops sold imported, "designer labels" and despite the expensive price tags people were still willing to buy. This trend in imported clothes served to act as a catalyst in the improvement of the domestic men's garment industry as well.

It was once felt that attention to appearance was something for women, but today men are just as concerned about looking good. Clothes are a form of personal expression. They reflect a sense of style and are a potent force of attraction. In developed nations, males understand the art of dressing and often can be more knowledgeable and demanding than women.

Today on Taiwan, clothes serve not only as a measure of one's appearance but are representative of a person's status and position. This is especially true for men in high positions who come into close contact with many people. Before the recent growth in haberdasheries, men concerned with dressing up had to go to tailors who made custom fitting suits, slacks and dress shirts. Department stores and consignment shops provided the other essentials.

There are two chief reasons for the new awareness in men's perceptions concerning dress: the role of the mass media (television, radio, papers, magazines) exposing men to all the latest international fashion and clothing news. Also related to this are the growing opportunities of travelling abroad, and thus coming into contact with international style trends. Secondly, increasing social interaction through business and leisure time activities enhance the importance of dress. The old adage about, "first impressions" certainly is influenced by one's appearance.

During the past three or four years there has been an explosive growth in the male clothing industry, and today it ranks just as important as the female market. Presently the prospective male customer has several sources from which to choose his clothes. For the more discerning, the tailor shops still provide expert quality service and material to produce custom fitting apparel.

Department stores offer everything in the way of male dressing and grooming needs. Today, the addition of international designer labels, along with domestic garments make department stores convenient places to purchase clothes. Some stores, like the Evergreen Department Store have even redesigned entire floors for gentlemen's fashion wear.

Consignment shops, once numerous have suffered from competition with department stores. Where there is no major department store however, they still manage to attract customers.

The new specialty shops, marketing imported, designer labels are found in all busy, commercial areas. While expensive in price, they still manage to draw a steady clientele and are an important influence on the domestic men's clothing world.

Specialty shops are of two types: ones which deal in one brand line of products such as Lacoste and those which sell a variety of designer labels. Shops are designed with the standard of product quality in mind -- dark tones or natural, rustic woods are used for decoration, sparkling glass, uniquely designed window displays and cases--the mood of elegance sustained by soft music and subdued, golden lighting.

Shops selling designer leisure wear (a popular item) use the color white to better contrast their colorful, lively designs. Specialty shops like these are often chain stores and as such utilize the same design to reinforce to the customer the image of style and elegance.

Some popular examples of the specialty lines are: Lanvin, a line of French apparel, Fila from Italy, which markets tailored, smartly designed leisure clothes, and Dunhill, an English favorite of the royal family which boasts conservative, elegant designs. Tabac, a West German line, manufactures a line of men's grooming and hygiene products including soaps, scents and cleansing agents.

Imported clothes run up to three times as expensive as domestic brands due to a high customs tax (over 100%), better quality material and material workmanship.

Presently, shops carry two seasons: spring-summer and autumn-winter. Clerks in the shops are selected for pleasing appearance and proper work attitude. Customers, while assumed to be the successful, middle-aged man come in all shapes and sizes. Often wives and girlfriends come to buy, and there are those who come hoping to buy that special gift.

Men who wear designer labels are of two types: those who appreciate and understand taste in clothes and those who buy them merely for the "label" to enhance their status. Their are those who say that men in the Republic of China still need to upgrade and develop their sense of taste and fashion. Constant and increased exposure to international media, art, and entertainment, plus the important role of designer shops will certainly educate tomorrow's generation of young men in the fine art of dressing.

(Gerald Hatherly)

[Picture Caption]

1,3,4,5,6. Men's import specialty shops offer the gentleman a complete assortment of a whole line of goods. Some choices: suits, leisure wear, leather belts, shoes, lighters, wallets, key rings, handkerchiefs, socks and athletic shoes. 2. The unique display windows and cases of the fashionable Paris-based men's boutique, Lanvin, are just one feature of the store's elegant interior decoration.

The Milan Men's shop at the Howard Plaza Hotel sells a wide assortment of designer labels. 1,2. Examples of the English company, Dunhill. 3,4. A customer tries some cufflinks and then makes a tie selection.

1. The simple conservative tailoring of this leisure shirt is popular among young men. 2. A female clerk patiently explains to a particular male customer the special qualities of this label. 3,4,5. The fashionable French designer label, Lacoste, has boutiques which offer a complete line of products such as belts, handkerchiefs, leisure shirts, etc.

1. Goods such as wallets, belts and keychains bearing the label of the Italian company, Fila, enjoy great popularity locally. 2,3. Munsing-wear's specialty shops sell top quality golf apparel and equipment: 2. some of the many different styles of the company's leisure wear, 3. a complete set of golf clothes and playing equipment on display in a show window reveals the special qualities of this company's products.

2. The unique display windows and cases of the fashionable Paris-based men's boutique, Lanvin, are just one feature of the store's elegant interior decoration.

1,3,4,5,6. Men's import specialty shops offer the gentleman a complete assortment of a whole line of goods. Some choices: suits, leisure wear, leather belts, shoes, lighters, wallets, key rings, handkerchiefs, socks and athletic shoes.

1,3,4,5,6. Men's import specialty shops offer the gentleman a complete assortment of a whole line of goods. Some choices: suits, leisure wear, leather belts, shoes, lighters, wallets, key rings, handkerchiefs, socks and athletic shoes.

1,3,4,5,6. Men's import specialty shops offer the gentleman a complete assortment of a whole line of goods. Some choices: suits, leisure wear, leather belts, shoes, lighters, wallets, key rings, handkerchiefs, socks and athletic shoes.

1,3,4,5,6. Men's import specialty shops offer the gentleman a complete assortment of a whole line of goods. Some choices: suits, leisure wear, leather belts, shoes, lighters, wallets, key rings, handkerchiefs, socks and athletic shoes.

The Milan Men's shop at the Howard Plaza Hotel sells a wide assortment of designer labels. 1,2. Examples of the English company, Dunhill.

The Milan Men's shop at the Howard Plaza Hotel sells a wide assortment of designer labels. 1,2. Examples of the English company, Dunhill.

4. A customer tries some cufflinks and then makes a tie selection.

A customer tries some cufflinks and then makes a tie selection.

1. The simple conservative tailoring of this leisure shirt is popular among young men.

2. A female clerk patiently explains to a particular male customer the special qualities of this label.

3,4,5. The fashionable French designer label, Lacoste, has boutiques which offer a complete line of products such as belts, handkerchiefs, leisure shirts, etc.

3,4,5. The fashionable French designer label, Lacoste, has boutiques which offer a complete line of products such as belts, handkerchiefs, leisure shirts, etc.

3,4,5. The fashionable French designer label, Lacoste, has boutiques which offer a complete line of products such as belts, handkerchiefs, leisure shirts, etc.

1. Goods such as wallets, belts and keychains bearing the label of the Italian company, Fila, enjoy great popularity locally.

2,3. Munsing-wear's specialty shops sell top quality golf apparel and equipment: 2. some of the many different styles of the company's leisure wear,.

3. a complete set of golf clothes and playing equipment on display in a show window reveals the special qualities of this company's products.