This study, focused on consumer desires and fashion, is based on interviews with both fashion consumers and designers. We found not only that the fashion systems constrains consumers as the meaning of fashion-related choices is continuously resignified, but also that consumers pose constraints on marketers, increasingly frustrated by the need to keep up with increasingly changing consumer tastes.
The interplay of institutional forces and consumer desires in the moulding of fashion
BORGHINI, STEFANIA
2008
Abstract
This study, focused on consumer desires and fashion, is based on interviews with both fashion consumers and designers. We found not only that the fashion systems constrains consumers as the meaning of fashion-related choices is continuously resignified, but also that consumers pose constraints on marketers, increasingly frustrated by the need to keep up with increasingly changing consumer tastes.
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