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1. Introduction
2. Introduction to fashion
3. The fashion market
4. Fashion value
5. Why does fashion change?
6. How do fashion trends emerge?
7. Counter-culture anxiety
8. Cultural models of idealised reality
9. Cultural conflict between mainstream and margin
10. Appropriation of group specific symbols
11. How do fashion trends disseminate?
12. Fashion diffusion theories
13. Trickle down
14. Trickle across
15. Trickle up
16. Dynamics of fashion adoption
17. Diffusion of innovation
18. Contemporary fashion opinion leaders
19. From hierarchical to fragmented system
20. From group pressure to individuality
21. A bit of history
22. Change of consumer focus
23. Decentralisation of fashion
24. Demise of trends or styles
25. Decline of sartorial rules
26. Young fashion consumers
27. Silver fashion consumers
28. The Gap example
29. The Zara example
30. The luxury market example
31. The after-effects of the economic downturn
32. Western consumer mega trends
33. Search for value
34. Health and wellness
35. The environment
36. Technology-driven retailing
37. Local variations in consumer trends
38. Mature and developing markets
39. Can we talk about the Western European market?
40. France and Italy: shared characteristics
41. France and Italy: differences
42. What influences fashion behaviour?
43. Micro level explanations
44. Macro level explanations
45. Endnote

Topics Covered

• The fashion market
• Fashion value
• Why does fashion change?
• How do fashion trends emerge?
• Counter-culture anxiety
• Cultural models of idealised reality
• Cultural conflict between mainstream and margin
• Appropriation of group specific symbols
• Fashion diffusion theories
• Dynamics of fashion adoption
• Diffusion of innovation
• Contemporary fashion opinion leaders
• From hierarchical to fragmented system
• From group pressure to individuality
• Change of consumer focus
• Decentralisation of fashion
• Decline of sartorial rules
• Young fashion consumers
• Silver fashion consumers
• The after-effects of the economic downturn
• Western consumer mega trends
• Technology-driven retailing
• Mature and developing markets
• The Western European market
• Micro level explanations
• Macro level explanations

Links

Series:

• Why We Buy: Understanding Consumer Behavior

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on August 7, 2014