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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Accounting For Gains From Discounted Credit

Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA

Read More

Featured

C2. The Bad Taste of Healthy Food Discounts

Iina Ikonen, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam

Read More

Featured

“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.