Date of Award

Spring 2024

Degree Type

Thesis

Department

Moore School of Business

Director of Thesis

Courtney Worsham

First Reader

Cynthia Newman

Second Reader

Cynthia Newman

Abstract

The zeitgeist of the 2010s can be examined through shifts in technology, politics, economy, environment, religion, and entertainment. This research explores how fashion serves as both a mirror and a driver of societal change during this transformative decade. Trend diffusion itself evolved from the traditional theories of trickle-up and trickle-down because of the prominence of influencer culture, giving average consumers the platform to influence numerous like-minded consumers. Defining the 2010s zeitgeist requires an analysis of the significant patterns in the technological and sociocultural environment through as many sources as possible for a holistic approach. Sociologically, fashion has been accepted as a definitive partition of social class, and a driver of social change. This interdisciplinary study examines the relationship between fashion and modern history.

First Page

1

Last Page

96

Rights

© 2024, Sophie Scott Anderson

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