5. Conclusions

What characterizes the construction and specificity of a culture is the dynamic movement of a human group in relation to other groups and its environment. This process is not sequential and, like any construction, it is dialectical and can develop antagonistic elements at the same time. This last remark is not neutral, especially when it comes to innovation, where many contradictions have been noted. Innovative products that arrived too early, anticipating or even heralding cultural mutations, have, contrary to expectations, been commercial failures, or worse, have sometimes stimulated a backlash from the public. On the other hand, some products can be successful even though they may seem outdated. This apparent paradox can be explained by two phenomena: reference to a culture, albeit outdated, can generate strong values, even if they are linked to an imaginary never reached (retro fashion)....