A study of male fashion: Progress to date

This document represents a progress report on the first two years of the male fashion study, detailing both practical aspects and the research team’s present thinking on the subject. It outlines the evolution of the original fashion diffusion hypothesis into the hypothesis of “parallel diffusion”, a conceptualization thought to more adequately describe consumer and market behaviour in this field. Section 2 contains a discussion of the relevant literature, Section 3 describes the results of some small scale consumer research and Section 4 advances the new research hypothesis. Section 5 sketches out the projected development of the research in the future.