Artikel

De modecyclus: een exploratie

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Abstract

The fashion cycle. An inquiry - This article attempts to examine a few of the marketing manager’s problems related to the fashion phenomenon: 1. The scope of fashion theory. Fashion theory is relevant for products satisfying expressive needs, or for socially conspicuous goods. 2. Is there any relationship between the fashion cycle and the product life cycle? It can be assumed that a fashion cycle is but an illustration of the product-life-cycle concept, specifically when the latter applies to new products (continuous or discontinuous innovations) and provided that these products be conspicuous in a social environment. 3. What is the origin of fashion? An explanatory hypothesis may be derived from the fact that no single product is able to satisfy equally all of the consumer’s needs it appeals to. A buying decision restructures the individual’s hierarchy of motives. The least satisfied want becomes predominant. At this point, a newly introduced product featuring this least satisfied need can set off a new fashion trend. Hence, each product is self-defeating! 4. Why product life cycles show varying lengths or the difference between fads and fashions. Fads apply to new products which require only a minimal amount of change in an individual’s consumption patterns. A discontinuous innovation, however, requires a learning effort; the adoption process is slower, i.e. a fashion. 5. Why do classic styles exist? So far, classics seem to appeal to the market segment of the self-assured. However, further analysis proves to be necessary about this subject. Clues for marketing innovations can be inferred from these findings, the most important points being a motivational identification of the product involved, an analysis of the required learning volume and a close follow-up of sales in order to pinpoint overadoption in time.

How to Cite:

Dierickx, D., (1971) “De modecyclus: een exploratie”, Tijdschrift voor Sociale Wetenschappen 16(2), 160–181. doi: https://doi.org/10.21825/tvsw.95882