Convergent designs in fine fashion: An evolutionary model for stylistic innovation

In this paper we propose and test an evolutionary model of stylistic innovation, that is the change in the aesthetic and symbolic elements of products and services. Style is an increasingly relevant phenomenon in many industries and our goal is to develop a model of how styles get introduced and adopted. We build on existent literature on technological change to frame the dynamics of how style changes across time. In the model we propose, companies face periods of ferment with relevant stylistic variations and periods of convergence on a single trend—that is the stylistic convergent design versus the technologic dominant design. We identify the drivers of convergence in stylistic innovation. We test the model with a longitudinal empirical study (1984-2002) in the fine fashion industry, explaining the main differences between a stylistic and a technological evolutionary model.