Trickle-down fashion
Trickle-down fashion is a model of product adoption in marketing that affects many consumer goods and services. It states that fashion flows vertically from the upper classes to the lower classes within society, each social class influenced by a higher social class. Two conflicting principles drive this diffusion dynamic. Lesser social groups seek to establish new status claims by adopting the fashions of higher social groups in imitation, whilst higher social groups respond by adopting new fashions to differentiate themselves. This provokes an endless cycle of change, driving fashion forward in a continual process of innovation.