Fashion change and fashion consumption: the chaotic perspective

Ka Ming Law (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Hong Kong)
Zhi‐Ming Zhang (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Hong Kong)
Chung‐Sun Leung (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Hong Kong)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 December 2004

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

Citation

Ming Law, K., Zhang, Z. and Leung, C. (2004), "Fashion change and fashion consumption: the chaotic perspective", Journal of Fashion Marketing and Management, Vol. 8 No. 4, pp. 362-374. https://doi.org/10.1108/13612020410559966

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.