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.
[6] The key dynamics of this theory are as follows: George B. Sproles created 'the fashion mechanism, as a five-stage process propagated largely by social motivations' in the Mass Market Theory: The fundamental aspect is that the fashion industry is being majorly influenced by 'social communications and social influence'.
More privileged societies tend to wear the same "classic" styles and disregard the latest fashions as they oppose an apparent "distinction of occupational achievement".
Due to the ease of access to all the fashion segments in the industry and at all prices, the development in the textiles of garments along with the expansion in retail trade has eradicated the differentiating social economic class.
Market trends derive in many social groups, including youthful urban subcultures.