Uniformity and differentiation in fashion
International Journal of Clothing Science and Technology
ISSN: 0955-6222
Article publication date: 1 June 2005
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.
Keywords
Citation
Priest, A. (2005), "Uniformity and differentiation in fashion", International Journal of Clothing Science and Technology, Vol. 17 No. 3/4, pp. 253-263. https://doi.org/10.1108/09556220510590957
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited