This text examines two important issues: how a new style is born, accepted by fashion leaders and a broader audience of consumers, and then discarded; and what social, economic, and psychological factors cause an individual to adopt or reject a style. The authors discuss the evolution of the concept of fashion, and what methods are used by fashion forecasters to determine consumer behavior.
George Sproles is a partner in GES Associates, Professional and Educational Consultants, Tucson, AZ. His professional activities focus on retail marketing, consumer behavior, and professional development for careers. He has held faculty appointments at the University of Arizona, University of Houston, University of North Carolina, and Purdue University.
Leslie Davis Burns is chair of the Department of Design and Human Environment at Oregon State University. She is a fellow of the International Textile and Apparel Association (ITAA) and has received numerous honors including the Bressler Senior Faculty Teaching Award and the ITAA Educator of the Year Award. She has published over 50 articles in journals such as Journal of Fashion Marketing and Management, Journal of Consumer Marketing, and Clothing and Textiles Research Journal.
• Perspectives on the Nature of Fashion
• The Birth and Evolution of New Fashions
• A Theory of the Fashion Process
• Fashion Life Cycles
• Fashion Leadership
• Social Process of Fashion Diffusion
• The Mass Diffusion and Termination of Fashion Trends
• Fashion Adoption and the Individual
• Symbolic Dimension of Fashion
• Fashion Communication Channels
• Consumer Decision-Making Process
• Forecasting Future Trends