Fashion is one of the social norms that are primarily characteristic of industrial and post-industrial societies. As a social norm, fashion prescribes a certain model of consumer behavior for the members of a given society. Fashion as a social norm has a character external to the individual.
Fashion turns into value when the external norm of fashionable behavior is accepted by the individual (internalized), becomes his internal need, desire. In this case, fashion acts as an internal compass of consumer behavior. In this case, people voluntarily strive to be fashionable.
“Fashion is what you’re offered four times a year by designers. And style is what you choose.” – Lauren Hutton
“I like my money right where I can see it: hanging in my closet.” – Carrie Bradshaw