Fashion change and fashion consumption: The chaotic perspective

Ka Ming Law, Zhi Ming Zhang, Chung Sun Leung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

23 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)362-374
Number of pages13
JournalJournal of Fashion Marketing and Management: An International Journal
Volume8
Issue number4
DOIs
Publication statusPublished - 1 Dec 2004

Keywords

  • Consumers
  • Fashion
  • Social change
  • Young adults

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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