ABSTRACT
What is fashion? There is a need to define the term fashion, as this chapter is primarily concerned with the sequence of events that form a process through which trends in fashion clothing and accessories emerge. Perna (1987) defines fashion as ‘an expression of the times’. This broad interpretation fits well with the modern consumer society in which many aspects of people’s lifestyles are vehicles for reflecting social status and success. This is especially pertinent to products and services that are highly visible when being used, such as mobile phones, clubs, bars, cars and clothing. Polhemus and Procter (1978) recognized this when they pointed out that the term ‘fashion’ ‘is often used as a synonym of the terms “adornment”, “style” and “dress”’.
