1:- Fashion as a social and psychological response:-.
Clothing simultaneously conceals and reveals the body and self.The buying of fashion is cognitively challenging ($$$ vs.value) of an emotionally arousing (+ vs. -) in terms of symbolic meaning to products.
2:- Fashion as a popular culture:-
Operating within the domain of popular culture .it is sometimes trivial and transient. This invites skepticism because it sometimes seems frivolous or extreme.
3:- Fashion as change:-
Captures charms of novelty. Responsiveness to the spirit of the times and the pull off historical continuity.
4:- Fashion as a universal phenomenon:-
Example- Mid 15th century burgundy was a fashion hub with international trade came exposure to foreign styles. Fashion is a trade in materials, ideas, and artisans.
5:- Fashion as a transfer of meaning:-
Meaning exists in the cultural environment, Designers, marketers and the press transfer meaning to a consumer good. One buys the consumer good and constructs one’s world.
6:- Fashion as an economic stimulus:-
Fashion is an economic entity. Planned obsolescence powers the economic engines of fashion. There is a pleasure associated with new looks and new clothes, styles, etc.
7:- Fashion and gender difference:-
Men’s clothes traditionally occupational. Women’s clothes traditionally vented their individuality. Apparel for the genders is not on the same field.
Fashion change agents:-
Roger’s (1962) original model shows a very small group of innovators who begin the diffusion process followed by a larger group of opinion leaders. Together these consumers are change agents and the perform several important roles in the spread of innovation in their social group.
- They are relatively more knowledgeable and interested in fashion compared to others in their group.
- They have the aesthetic taste and social sensitivity to assemble a stylish look ( king & ring 1980)
When others recognize then for there abilities they become influentials group members who establish the standards of dress for other in the group change agents are effective because they represent the ideal within the social group.