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What is “Mass-market theory”?
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The Overview of “Mass-market theory”
What is Mass-market theory?
Mass-market theory, proposed by Dwight E. Robinson in 1958 and Charles W. King in 1963, is a social fashion behavior theory.
It explains that fashion spreads simultaneously across various social groups rather than trickling down from the upper class to the lower class.
This is also known as the “Trickle-Across Theory,” emphasizing the presence of fashion innovators within each socioeconomic group.
Stages of Mass-Market Theory
George B. Sproles divided the mass-market theory into five stages:
1. Adoption Leadership by Consumer Fashion Change Agents
Fashion innovation is introduced and adopted by innovators through social networking.
2. Social Visibility and Communicability Stage
The new fashion is recognized as “new” and becomes prominent in the fashion industry.
3. Conformity Within and Outside Social Systems
New fashion is accepted through social networking, forming a new fashion taste through social conformity.
4. Market and Social Saturation
The new fashion is widely accepted, achieving “social saturation.”
5. Decline and Obsolescence Due to New Fashion Alternatives
New fashion emerges, and old fashion gradually falls out of use, becoming obsolete.
Fashion Preferences of Socioeconomic Groups
According to Juliet Ash and Elizabeth Wilson, fashion preferences vary by socioeconomic group.
The upper-middle class prefers “classic” styles, ignoring the latest fashions, while the lower-income group tends to adopt the latest trends, often customizing them.
Impact of Mass-Market Theory
The ease of access to the fashion industry and the expansion of retail have blurred socioeconomic distinctions.
This has made fashion trends likely to occur simultaneously across various social groups, with consumer customization leading to more individualized fashion.
How to Apply Mass-Market Theory in Marketing
Mass-market theory can be applied to broader marketing strategies beyond the fashion industry.
Reevaluate Market Segmentation
Given that consumers across socioeconomic groups adopt new trends simultaneously, marketing strategies should take a broad approach rather than focusing on specific segments.
Identify Influential Consumers
Identifying fashion innovators within each socioeconomic group and leveraging their influence can accelerate the adoption of new products or services.
Promote Customization
As consumers tend to customize products, companies can enhance customer satisfaction by offering customizable options.
Respond Quickly to Trends
Due to the rapid change in trends, it is crucial to conduct frequent market research and adjust product lines swiftly.
By understanding mass-market theory and incorporating its principles into marketing strategies, companies can effectively respond to the market and meet consumer needs.
This article uses material from the Wikipedia article “Mass-market theory” which is released under the Creative Commons Attribution-Share-Alike License 4.0. Additionally, the texts and images were generated using ChatGPT.