Fashion, growth and welfare: an evolutionary approach

The task of this paper is to explore the interplay between fashion, consumer lifestyles and economic growth in the context of a world of technological change in which the menu of possibilities that consumers face is constantly changing and tending to increase in length. Our working definition of ‘fashion’ is simple, namely the tendency or behavioural norm of actors to adopt certain types or styles of customs or commodities nearly simultaneously, only to adopt a different type or style of custom or commodity in future periods. The demand spikes associated with fashion may pertain to newly introduced products or to products that have been around for some time; they may also occur in hybrid cases where a seemingly defunct product or genre is given a brief rebirth by being reincarnated in terms of a new technology.