ABSTRACT
More than in marketing, fashion is an arena of constant change. The general accent on youth and youthfulness among men and women in America leads us to expect that fashion leadership might be typical of girls than of matrons. These young women are single; many of them are on the market for dates and marriage, and fashion is of obvious advantage in these markets. But, even if fashion is a concern to most women, it is likely to have a greater sway among the girls than among the mothers of children since girls may have fewer interests competing for their time, energy and finances. The strong relationship between interest and leadership forces us to reopen the question of the relationship between fashion leadership and the life-cycle. The rate of fashion leadership is twice as great among the highly gregarious as among those who score low on gregariousness.
