By Hyejeong Kim, Ann Marie Fiore
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Extra resources for Fashion Trends: Analysis and Forecasting
Fashion process is influenced by the amount of disposable or discretionary income; when the economy is good, fashion change speeds up, whereas when the economy is bad, fashion slows. Recurring fashions Fashions are born, go through the fashion life cycle, and finally die, like living things. However, after a certain period, some fashions are revived as new fashions. For example, motorcycle leather jackets have been recreated by many designers since they were first introduced in the late 1920s. , Alexander McQueen, Vince, and Theory).
For instance, an innovator may wear a bold cape from Uzbekistan to a party, which increases her friends’ interest in fashion capes, a trend in 2010. Therefore, innovators are often the source of new ideas for the group. Because they are frequently opinion leaders, their advice is valued and influences the thoughts and behaviors of other consumers. Thus, innovators are the “spark” for a new trend or innovation, which ignites the interest of other early adopters. Fashion Trends 32 Fashion firms in the development stage of a fashion innovation may want to assemble a panel of innovators to provide initial ideas.
The tipping point: How little things can make a big difference. New York: Little, Brown and Co. 33 Consumers’ Role in Fashion Adoption Fashion firms in the process of releasing innovations may want to identify fashion innovators on the basis of past consumer patterns. , “Finding profit-driving customers,” 2010) that allows retailers to easily find associations among consumer buying patterns from in-store or Web site sales data may identify those who are the first to adopt new trends. For instance, this new technology may be used to identify consumers who are among the first to purchase SKUs associated with new trends introduced to the sales floor or Web site.