University of Twente Student Theses


Trend diffusion mechanism in the modern fashion industry

Levchuk, Tatiana (2018) Trend diffusion mechanism in the modern fashion industry.

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Abstract:The fashion industry plays an important role in the modern world, however, the fashion itself and such phenomenon as fashion trend have not been yet investigated by academics in-depth. There are core three theories from the last centuries considered, which serve as a base for the new paradigm. The current research aims to provide the alternative fashion trend diffusion model reflecting modern social and technological transformation. Theories from the 19th and 20th century are not covering the modern social change, general globalization, and democratization, which are assumed to influence the direction and speed of the diffusion. Therefore, the new model is developed, which combines the recent social pyramid, offered by the BBC in 2013, where 7 classes instead of 3 classes are considered, and the fashion segmentation commonly accepted by the modern fashion industry. Combination of these two frameworks is assumed to give a deeper insight into the modern fashion trend diffusion process.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general, 21 art forms, 71 sociology, 83 economics, 85 business administration, organizational science, 88 social and public administration
Programme:Business Administration MSc (60644)
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