Abstract
The second principle that defines fashion as we know it today is the principle of convergence. This principle means that fashion is characterized by the existence of trends, a feature that is mysterious and must be accounted for. Trends seem to be a natural phenomenon, but they exist only through the actions of individuals and organizations, and are ultimately created by them. As explained by French sociologist Guillaume Erner, trends are “focalizations of desire,”1 varying in scope and scale, which lead many people to adopt certain behaviors or tastes for a limited time. Trends exist in many spheres of social life and not just in the apparel industry: “These convergences of collective taste have, for example, led to the acclaim of chocolate fondant cake then macaroons, tennis then golf, hybrid cars after SUVs.”2
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Notes
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© 2012 Frédéric Godart
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Godart, F. (2012). The Convergence Principle — The Centralization of Trends. In: Unveiling Fashion. INSEAD Business Press. Palgrave Macmillan, London. https://doi.org/10.1057/9781137000743_3
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DOI: https://doi.org/10.1057/9781137000743_3
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