Fashion change and fashion consumption: the chaotic perspective
- 1 December 2004
- journal article
- Published by Emerald in Journal of Fashion Marketing and Management
- Vol. 8 (4), 362-374
- https://doi.org/10.1108/13612020410559966
Abstract
Previous researches have considered that the impact of fashion change and fashion consumption is linear. Therefore, one reason was found as the ultimate source to explain why a fashion style/ trend was spread to the mass market. However, the existing market is complex and difficult to find out the holistic reason to explain fashion consumption. In this study, the chaotic perspective is taken into account to investigate the relationship between fashion change and fashion consumption. By using the grounded theory method, 33 in‐depth interviews were conducted. A chaotic fashion consumption model is developed from the findings to explain how different fashions are consumed and rejected while fashion changes. It is found that the interaction of being fashionable, perceived fashionability and system participation affects the ultimate decision on fashion consumption. It is also found that a pattern can be traced to forecast the degree of fashion consumption even when the fashion change phenomenon is chaotic. Thus, it is similar to the principle of chaos theory that short‐term prediction is possible in relation to the degree of fashion acceptance among consumers. Marketing implications are suggested with reference to the chaotic fashion consumption model.Keywords
This publication has 23 references indexed in Scilit:
- A conceptual model of the fashion process – part 1Journal of Fashion Marketing and Management, 2002
- A Comparative Study of Chinese Consumers in Asian Markets-A Lefestyle AnalysisJournal of International Consumer Marketing, 1996
- Relationship of Optimum Stimulation Level to Fashion BehaviorClothing and Textiles Research Journal, 1996
- The Self-Concept of Fashion LeadersClothing and Textiles Research Journal, 1996
- Principles and applications of chaotic systemsCommunications of the ACM, 1995
- BASICS OF QUALITATIVE RESEARCH - STRAUSS,A, CORBIN,JJournal of Marketing Research, 1992
- Feedback Thought in Social Science and Systems Theory.Contemporary Sociology: A Journal of Reviews, 1992
- Focus Groups: A Practical Guide for Applied ResearchJournal of Marketing Research, 1989
- Fashion Change and Demographics: A ModelClothing and Textiles Research Journal, 1985
- Information Seeking by Fashion Opinion Leaders and FollowersHome Economics Research Journal, 1980