Abstract
ABSTRACTTwo basic sociological processes with particular relevance to global fashion marketing and consumption are attempting to stand out or to fit in. These processes operate not only among face-to-face peers but online as well. And in some cases, users of social media, as well as marketers, are able to take advantage of the dynamics between those attempting to stand out and those attempting to fit in. In this note, I analyze various ways in which these dynamics operate as well as some of the cultural differences in the tendency toward each trait. I conclude that across cultures the interplay of standing out and fitting in is a basic engine of the fashion process.
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