Are geeks driving out the fashion industry?

Abstract

More consumers have been shifting from mass media to network media such as the Internet. There has been a significant movement towards being engrossed in games or the Internet among people in their teens and 20's. The main target of the fashion industry has been teenagers. Geeks who are absorbed in games or the Internet tend to avoid social interaction in real life, and so they might be not interested in appearance and fashion. Questionnaire surveys were conducted in 2012 to examine the features of geeks and fashionistas. This paper discusses whether the Information and Communication Technology (ICT) generation who live in a virtual society can be destroying a basic and essential role of fashion, as a means of expressing one's social identity. For geeks who have learned different rules of communication, there is no need for them to spend time or money on fashion. There is a possibility that the more developed ICT Networks become, the less relevant the fashion industry will be.

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