Trickle down theory
DESCRIPTION
A theory of fashion propagation or diffusion positing a social pattern of influence in which each social class is influenced by a higher social class.
A theory of fashion propagation or diffusion positing a social pattern of influence in which each social class is influenced by a higher social class.
KEY INSIGHTS
Proposed and developed by Simmel (1904), trickle down theory posits a social class influence on fashion propagation and change, where new styles are first adopted by upper class elites and then spread gradually to lower classes. In this context, fashion is viewed as a social institution that allows individuals to emulate others (e.g. others of higher social status) as well as differentiate themselves from others as a member of a particular social class or group. While the theory has received considerable attention in fashion research, it is now generally accepted among fashion researchers that fashions propagate more across social classes rather than down (or up). Nevertheless, the trickle down theory remains important in fashion research due to its pioneering nature, its conceptual development, and its use in supporting subsequent and related explanations of fashion diffusion and change.
Proposed and developed by Simmel (1904), trickle down theory posits a social class influence on fashion propagation and change, where new styles are first adopted by upper class elites and then spread gradually to lower classes. In this context, fashion is viewed as a social institution that allows individuals to emulate others (e.g. others of higher social status) as well as differentiate themselves from others as a member of a particular social class or group. While the theory has received considerable attention in fashion research, it is now generally accepted among fashion researchers that fashions propagate more across social classes rather than down (or up). Nevertheless, the trickle down theory remains important in fashion research due to its pioneering nature, its conceptual development, and its use in supporting subsequent and related explanations of fashion diffusion and change.
KEYWORDS Fashion, diffusion, social class
IMPLICATIONS
Marketers seeking to understand better the process of diffusion for particular fashion goods can potentially benefit from a greater knowledge of trickle down theory as it provides a basis for developing similar or complementary explanations and an approach for comparing with alternative or competing explanations.
Marketers seeking to understand better the process of diffusion for particular fashion goods can potentially benefit from a greater knowledge of trickle down theory as it provides a basis for developing similar or complementary explanations and an approach for comparing with alternative or competing explanations.
APPLICATION AREAS AND FURTHER READINGS
Consumer Behavior
King, C. W. (1963). ‘Fashion Adoption: A Rebuttal to the “Trickle Down Theory,” ’ in G. B. Sproles (ed.), Perspectives of Fashion, Minneapolis: Burgess Publishing Company, 31–39.
King, C. W. (1963). ‘Fashion Adoption: A Rebuttal to the “Trickle Down Theory,” ’ in G. B. Sproles (ed.), Perspectives of Fashion, Minneapolis: Burgess Publishing Company, 31–39.
Sproles, George B. (1981). ‘Analyzing Fashion Life Cycles: Principles and Perspectives,’ Journal of Marketing, 45(4), Autumn, 116–124.
Law, K. M., Zhang, Z. M., and Leung, C. S. (2004). ‘Fashion Change and Fashion Consumption: The Chaotic Perspective,’ Journal of Fashion Marketing and Management, 8(4), 362–374.
BIBLIOGRAPHY
Simmel, Georg (1904). ‘Fashion,’ International Quarterly, 10, 130–155.
Simmel, Georg (1904). ‘Fashion,’ International Quarterly, 10, 130–155.
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