American International Journal of Social Science

ISSN 2325-4149(Print), ISSN 2325-4165(Online) DIO: 10.30845/aijss

Shifting Fashion Paradigm: From Status Quoto Mostly Business
Usha Chowdhary

The purpose of the study was to examine the fashion paradigm using historical review. The concept was explored from multidimensional approach that was philosophical rather than data driven. Historical information was used to discuss evolutionary aspect. Fashion adoption is discussed to emphasize how consumer makes a decision to accept or reject an innovation. Fashion diffusion is explained to stress that it takes a team to get a new style in various consumer segment markets. The information was reviewed from anthologies, books and journal articles. The information was qualitatively organized to understand fashion from historical perspective as evolutionary transitional phase, fashion as a product and process: adoption and diffusion, and existence of fashion in the mass society. Several market segments were identified that either were well addressed or needed to be considered for future. Research could be conducted in all segments of market by using primary as well as secondary data sets. Possibilities for future extension of the work are addressed. Comparing fashion sense of immigrants versus natives will be good extension of this work.

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