The Interplay of Institutional Forces and Consumer Desires in the Moulding of Fashion

This paper represents an attempt to throw additional light on the particular systemic nature of the fashion process (Thompson & Haytko 1997; Murray 2002). We would like to apply what we, in lack of better terms, could call a Baudrillard-inspired institutional perspective on the fashion system as an interagency between industrial and consumer agents (Kozinets et al., 2004). Our results indicate, that seen from the individual agent’s perspective, the fashion system does indeed have the character of a code that lives a life seemingly (but of course not really) independent of the individual agents in the fashion system.


Soren Askegaard, Deniz Atik, and Stefania Borghini (2007) ,"The Interplay of Institutional Forces and Consumer Desires in the Moulding of Fashion", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 306-310.


Soren Askegaard, University of Southern Denmark, Denmark
Deniz Atik, Izmir University of Economics, Turkey
Stefania Borghini, Bocconi University, Italy


E - European Advances in Consumer Research Volume 8 | 2007

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