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The Mass-Market Theory, otherwise known as the ‘trickle across’, is a social fashion behavioral marketing strategy established by Robinson in 1958 and King in 1963.〔Egreen. (Apr 19th 2011). ''Basic Fashion Theory and Impact of Media.'' Available: In contrast to the trickle-down effect of fashion innovation, this theory states that fashion trickles across different social groups as opposed to upper to lower classes.〔Encyclopedia of clothing and fashion. (May 25th, 2010). ''Theories of fashion.'' Available: The key dynamics of this theory are as follows: · Adoption of new trends by all socioeconomic groups simultaneously · Consumers preference from a large scale of existing trends · Within each socioeconomic group there are fashion innovators that meet their preferred fashion demands · The flow of fashion information and individual influence in the fashion world ‘trickles across’ each social economic group · ‘Vertical flow’ remains evident, it is primarily in the fashion industry e.g. fashion editors 〔Leslie Davis Burns. (1999). ''Section 6a. Mass Market Theory.'' Available: == ''The stages of mass market theory'' == George B. Sproles created ‘the fashion mechanism, as a five-stage process propagated largely by social motivations’ in the Mass Market Theory: ''1. ‘Adoption Leadership by "Consumer Fashion Change Agents’'' This stage is the introduction of the fashion innovation; these innovators are known for being ‘leaders of collective taste’ through social networking, invest in their interest of adopting new fashion as part of their stylish aspect. ''2. ‘The Social Visibility and Communicability Phase’'' In this stage the fashion goes through a "use cycle," the latest fashion is categorized as "new" and "novel," and will then develop to become highly detectable in the fashion industry portraying it as the ‘latest fashion’, disregarding present styles and trends. ''3. ‘Conformity Within and Across Social Systems’'' In this stage the ‘latest fashion’ will achieve a foundation through social networking to social acceptance by communication across social systems. Due to this ‘diffusion process social contagion and social conformity then set new fashion tastes’. ''4. 'Market and Social Saturation’'' If the latest fashion has made it to this stage, it will have attained its capital level of acceptance, therefore creating a form of "social saturation", therefore fashion is consistently utilized amongst the vast majority of individuals. ''5. ‘Decline and Obsolescence Forced By the Emergence of New Fashion Alternatives’'' The latest fashion will eventually come to a decline in the industry, removing it from being portrayed as ‘new’ and ‘novel’ due to the emerging trend or style that has been newly introduced as part of the “use” cycle. The fashion then experiences minimal usage and limited social acceptance eventually becoming obsolete. The fundamental aspect is that the fashion industry is being majorly influenced by ‘social communications and social influence’.〔George B. Sproles. (1974). ''FASHION THEORY: A CONCEPTUAL FRAMEWORK.'' Available: https://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=5731. Last accessed 2nd Nov 2015.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Mass-market theory」の詳細全文を読む スポンサード リンク
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