Fashion Through Time

This paper examines, with the use of in depth interviews, how consumers view fashion in relation to time. Our main findings reveal that consumers reconstruct time in general and their lives’ timeline in particular, through the reading of fashion. Moreover, they view fashion as an historical record. The study demonstrates consumers’ perception of the relationship between time, change and fashion, through their everyday understanding of time, temporality and change, and explores the implications for fashion designers.


Natalia Yannopoulou, Cagri Yalkin, and Martin Liu (2011) ,"Fashion Through Time", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 98-99.


Natalia Yannopoulou, Nottingham University Business School, UK
Cagri Yalkin, King's College London, UK
Martin Liu, Nottingham University Business School, China


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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