Date of Award

Spring 2023

Document Type

Thesis

College

Jannetides College of Business & Entrepreneurial Leadership

Primary Advisor

Professor Amy Bernard

Abstract

Fashion is known for its cyclical nature, but this cycle has been careening out of control in recent years. To deduce the cause of this acceleration of the fashion trend cycle, research was conducted to determine social media’s role in the trend cycle. Since coming into prominence in the last 20 years, social media has monumentally impacted countless different areas of modern culture, this paper analyzes its impact on the diffusion of fashion objects into societal relevance. This analysis is conducted through Roger’s Diffusion of Innovation curve and an in depth look into both short and long term fashion trends from before social media’s effect as well as after.

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