Researchers from four international universities have discovered that despite the trend towards individualism and the self, on the whole we're a population of copycats. Now you don't need to tell someone who writes about fashion for a living that a nation of Ugg-wearers are copycats but they also found that fashions wouldn't change were it not for a small proportion of innovators influencing the majority of fashion copycats.
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What's more they've even come up with a formula of sorts for this stating: "the turnover of fashion will be proportional to the square root of the proportion of innovators." Which means that the more innovations people have to choose from, the faster fashions will change. One of the researchers, Alex Bentley, an archeologist at Durham University said: "Only a tiny proportion -- a few per cent at most -- of people truly innovate when it comes to fashion".
