1 Answers
The mass-market theory, otherwise known as the trickle across, is a social fashion behavioral marketing strategy established by Dwight E. Robinson in 1958 and Charles W. King in 1963. Mass market is defined as, "a market coverage strategy in which a firm decides to ignore market segment differences and appeal to the whole market with one offer or one strategy." The mechanism focuses on the fashion innovators found within every social economic group and the influences in response to the couture enthusiasts that innovate as part of their stylish aspect.
In contrast to the trickle-down effect of fashion innovation, this theory states that fashion trickles across different social groups as opposed to upper to lower classes. Fashion innovation is not just confined to the upper class but can actually come from the innovators amongst the different socioeconomic groups. Thus, known as the trickle across theory. The theory's roots from new fashion adoption influences 'simultaneously by different social economic group and are contained within the different groups'.
The key dynamics of this theory are as follows: