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Uniformity and differentiation in fashion

Uniformity and differentiation in fashion Purpose – The paper offers a general outline of four broad consumer categories or groups, in part distilled from the range of detailed and colourfully named descriptors used to differentiate fashion and clothing consumer groups, identify and recognize trends. The paper will offer the opportunity to look at the long‐term impact of external forces on fashion and clothing purchasing decisions. Design/methodology/approach – The method of research was diverse, but largely drawn from observation; media analysis and industry intelligence. In the course of the work, it was possible to draw on a varied range of sources to categorize purchasing decisions (illustrating consumer categories) into four main drivers. Findings – Thus to highlight some of the major forces that might drive the consumer. Practical implications – In reducing the detailed forecasts usually prepared for fashion and related products, the paper might be of interest to those considering the long term impacts of society, culture and politics on the purchasing decisions of fashion and clothing customers. Originality/value – An insight into the medium term future of fashion taking into consideration the consumer. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Clothing Science and Technology Emerald Publishing

Uniformity and differentiation in fashion

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References (12)

Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
0955-6222
DOI
10.1108/09556220510590957
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper offers a general outline of four broad consumer categories or groups, in part distilled from the range of detailed and colourfully named descriptors used to differentiate fashion and clothing consumer groups, identify and recognize trends. The paper will offer the opportunity to look at the long‐term impact of external forces on fashion and clothing purchasing decisions. Design/methodology/approach – The method of research was diverse, but largely drawn from observation; media analysis and industry intelligence. In the course of the work, it was possible to draw on a varied range of sources to categorize purchasing decisions (illustrating consumer categories) into four main drivers. Findings – Thus to highlight some of the major forces that might drive the consumer. Practical implications – In reducing the detailed forecasts usually prepared for fashion and related products, the paper might be of interest to those considering the long term impacts of society, culture and politics on the purchasing decisions of fashion and clothing customers. Originality/value – An insight into the medium term future of fashion taking into consideration the consumer.

Journal

International Journal of Clothing Science and TechnologyEmerald Publishing

Published: Jun 1, 2005

Keywords: United Kingdom; Fashion; Consumers; Society; Markets; Forecasting

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