Trickle Down Effect Essay Example
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Trickle Down Effect: Where Is It Seen?
The trickle-down effect is a well-known phenomenon of product adoption. It attends to many goods and services. The point is that people from lower classes tend to aim to the fashion of people from upper classes. By adopting fashionable products lesser social groups try to enhance their social status. Meanwhile higher social groups continue addressing to new fashions.
Phenomenon mentioned above can be identified as main principle in fashion industry. New styles from catwalk are firstly adopted by higher social classes. Lower classes begin to continue new trends and soon afterwards people of higher classes gradually deny these trends and appeal to the other ones. This happens because people from high social strata tend to shield themselves from the others. In trickle-down effect, “the fashion-consuming public develops from an innovative central core, surrounded by receptive bands of fashion consumers radiating outward from the center” (Marilyn Revell DeLong 94). Due to this cyclic process the fashion world is in constant innovative movement and nowadays one can hardly keep with a rapid pace of fashion industry.
To sum up it should be mentioned that the trickle-down effect does not only incite fashion for permanent changes, but it also defines the direction of these changes. The trickle-down effect gives to the fashion observer early warning of fashion change” (McCracken 94). It means that an attentive consumer is able to predict behavior of different social groups based on previous experience. Nevertheless, some critics think that trickle-down effect is no longer of current interest. They affirm that high fashion was deposed by mass fashion. As a result, fashion became more available for many people.
Works Cited
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Marilyn Revell DeLong, “Theories of Fashion”, Valerie Steel ed., The Berg Companion to Fashion, Oxford: Berg, 2010, p. 94
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Roger Silverstone, Eric Hirsch, Consuming Technologies: Media and Information in Domestic Spaces, Psychology Press, 1992
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McCracken, Grant, “Culture and Consumption”: New Approaches to the Symbolic Character of Consumer Goods and Activities, Indiana University Press, 1990