A concise introduction to fashion theories, covering cultural, social and individual influences on fashion and how the fashion system works. Get up-to-speed with fashion theories like scarcity and conformity through practical examples and accessible case studies. Introducing Fashion Theory makes complex concepts easy to digest. Learn about the different ways a style can become a fashion and how it can spread or decline. With student-friendly features such as discussion questions, activities and further reading, after completing this text you will have a good foundation for understanding how, where, why, and when fashion exists. This second edition, re-titled from Key Concepts for the Fashion Industry, includes expanded coverage of cultural appropriation, corporate greenwashing and the criminal world of counterfeit goods"