Major Project A

Assessment 2 & 3 Semester 1

Research Proposal 80%

To uncover the validity of the fashion trickle theories and their

influence on consumer behaviour in modern Australian society.
Table of Contents

AbstractPage 1
Title...Page 2
1.0 Introduction and Rationale.Page 2
2.0 Research Aim and Objectives...Page 3
2.1 AimPage 3
2.2 Objectives....Page 3
3.0 Literature Review.Page 4
3.1 Generalised Concept of Fashion..Page 4
3.1.1 The Fashion Life Cycle..Page 5
3.1.2 The Long Run Time Frame..Page 6
3.1.3 Short Run Perspective..Page 7
3.2 The Theories of FashionPage 7
3.2.1 The Trickle-Down Theory..Page 8
3.2.2 The Trickle-Across TheoryPage 9
3.2.3 The Trickle-Up Theory...Page 9
3.2.4 The Theory of Collective SelectionPage 10
3.3 Adoption and Diffusion.Page 10
3.3.1 Adoption Innovation Adoption Process Model.Page 11
3.3.2 Rate of Adoption..Page 12
3.3.3 Diffusion Fashion Diffusion Process..Page 12
3.4 Re-Evaluation of the TheoriesPage 13
4.0 Framework..Page 15
5.0 Research Concepts & Proposed Research Design.Page 16
5.1 Research Concepts..Page 16
5.1.1 Qualitative Research...Page 16
5.1.2 Quantitative Research....Page 16
5.1.3 Secondary Data...Page 17
5.1.4 Primary Data.....Page 17
5.1.5 Data Triangulation...Page 17
5.1.6 Validity.. Page 18
5.2 Proposed Research DesignPage 18
5.2.1 Information Required...Page 19
5.2.2 Data Collection Techniques.......Page 19
5.2.3 Limitations.Page 20
5.2.4 Access...Page 20
5.2.5 Ethical Procedures...Page 21
6.0 Gantt Chart and Budget...Page 22
6.1 Gantt Chart for Research Project..Page 22
6.2 Budget for Research Project..Page 22
7.0 Reference ListPage 23
8.0 Appendices.Page 25
Reflective Piece...Page 31
Abstract

This report analyses the complex area of consumer behaviour through the analysis of the

consumer adoption/diffusion model and various theories of fashion. Through the use of

secondary research, this report endeavours to discuss the generalised concept of fashion,

fashion lifecycles and the theories of fashion; and provide links between these factors to

modern consumer purchasing behaviour. The main theories associated with consumer

behaviour are the trickle-theories and through examining previous studies in this field, this

report endeavours to uncover the validity of the fashion theories in modern society. The aim

of this report is to identify the original theories of fashion, with regards to consumer

adoption/diffusion of styles, and attempt to uncover their relevance or potential connection to

the behaviours of consumers in modern society. Through the inclusion of a literature

review, the theories of fashion have been extensively analysed and their main components

have been highlighted. Through the use of secondary research this report identifies and

discusses the primary research methods, stakeholders and data collection techniques that

need to be undertaken, in order to produce information regarding the validity of the trickle

theories. The latter part of this report discusses the research methods that will be

undertaken by the author in order to produce a study in this field. These primary research

methods include questionnaires, interviews and focus groups. This section of the report also

highlights the proposed research design that will be undertaken in the latter half of this year.

This section discusses data collection techniques, budgets and the ethical considerations

that need to be discussed and understood, prior to undertaking any primary data collection.
Societys Influence on Consumer Fashion Choices - a study into the validity of the

trickle theories and their effect on consumer decisions

1.0 Introduction and Rationale

The theories of fashion have been influencing consumers and professionals in the fashion

industry for centuries. The Trickle Theories have been used to explain consumer behaviour,

and the behaviour of society as a whole for decades, and their contribution to understanding

fashion is apparent. In particular, the trickle-down theory has had the greatest impact on the

fashion industry and has withstood the test of time and development of new opposing

theories. However, 105 years after its original development, many question whether the

trickle-down theory is still relevant and accurate in describing the purchasing behaviour of

consumers in modern society. Although there has been significant research done in the field

of fashion theories, few writers have delved into the validity of the theories and the science

behind how they influence the purchasing patterns of consumers. Through analysis of

previous works, it has been identified that there is a large gap in the literature in this field,

with many writers choosing to focus on the diffusion/adoption model and generalised

concept of fashion, as opposed to consumer behaviour. This research paper intends to

provide background information on previous studies analysing the theories of fashion, and

will shed light on the occurrence of each respective theory.

The purpose of this research paper is to provide the reader with an insight as to how the

theories of fashion have previously influenced consumer behaviour. Through the conduction

of primary research, this paper will endeavour to uncover the validity of the fashion trickle-

theories and their respective influence on consumers behaviour in modern society.