Consumer Behaviour towards Fashion

Complementary approaches are proposed for understanding and targeting fashion consumers – concentrating especially on innovation theory and self‐concept theory. These are seen as being two potentially relevant approaches because fashion is concerned with “newness”, therefore innovation theory (also concerned with introducing new products and ideas) is logically important, and because fashion buying could have much to do with projecting images of how buyers see themselves (or would like to be seen, etc) and because there is evidence to suggest that buying in younger markets is related strongly to the expression of self, more than might have been the case in the past. The synthesis of these approaches, it is argued, could lead to an increase in fashion branding, based on a greater segmentation of fashion markets. Fashion promotion, in turn, could be more targeted and use concepts from both innovation and self‐concept theory.