Ch 3-1 - The paradox of fashion is that everyone is trying...

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The paradox of fashion is that everyone is trying at the same time to be like, and to be unlike, his fellow-men.” -- J.C. Flugel (1930)
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The directional theories of fashion change—their source, basic tenets, and predictive power Analyzing current fashion within a theoretical framework Visualization as a tool of analysis and communication
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Fashion executives look for competitive advantage by identifying emerging trends Frameworks explain: How the trend began Path within a social system Visualization: Clarifies the situation Aids in analyzing what comes next Helps explain the predictions to others
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STATUS MARKERS DIFFERENTIATION IMITATION ENGINE OF FASHION CHANGE Fashions “trickle down” from the elite or upper classes to the lower strata in society. ( Simmel, 1904 )
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DIRECTION Downward from elite class to next adjacent class. TEMPO/SPEED Depends on ability of lower class to see and copy. SOURCE OF Designers who propose innovation, FASHION IDEAS elite as gatekeepers. SOURCE OF Imitators. CHANGE
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Elite did not consistently set prevailing styles any time after the introduction of mass production and mass communication (Blumer, 1969; Banner, 1983; Lowe and Lowe, 1985). Theory oversimplifies the social system (McCracken, 1988).
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Chase and Flight McCracken (1988) Chase: because fashion change was driven by imitators who chased the status markers of the elite Flight: because the elite responded to imitation by flying away toward new forms of differentiation Criticism & Revision
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Criticism & Revision New Visible Elite Behling (1985-1986) : Revisions to the theory THEN Veblen's conspicuous consumer NOW Visible upper class of people in power positions in business, politics, and media “from whom, under particular circumstances, fashion trickles down.”
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Reverse Ostentation or Conspicuous Counterconsumption Simon-Miller (1985)
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This note was uploaded on 04/02/2012 for the course CTE 3809 taught by Professor Dr.kim during the Spring '12 term at Florida State College.

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Ch 3-1 - The paradox of fashion is that everyone is trying...

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