The debate on the role of consumers as active or passive agents of the market system continues to preoccupy the scholarly discussions. Through a qualitative inquiry, this study explores the interagency involved in the creation of both consumer desires and fashion trends in mass consumption environments. On one hand, it points at the different forces such as the fashion institutions pushing consumers towards conformity. On the other hand, it also lays out the constraining forces behind producers’ decisions, such as the sales trends in the larger market segments and the actions of other fashion institutions. Rather than declaring one side more dominant than the other, this study shows the tensions and paradoxes created during this process of interagency between consumers and producers. The findings should be especially useful to marketing scholars and professionals.

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