The Fashion Diffusion Process: The Role of the Fashion Innovators

Pentson, Caitriona (2003) The Fashion Diffusion Process: The Role of the Fashion Innovators. Undergraduate thesis, Dublin, National College of Ireland.

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Fashion innovators are fascinating. They are a rare and powerful breed of consumer. Yet their vigour is often overlooked by the very industry that should embrace them.
Fashion Innovators are the first consumers to adopt a new style when it is introduced to the market place. They help stimulate the spread of a fashion by simply wearing it. They are key to understanding the complex fashion adoption process - a belief which is reinforced throughout this work.
The viability of the retail industry rests on the ability of buyers, managers and marketers to predict, develop and communicate fashion styles and trends with the consuming public. Therefore a complete understanding of the all factors affecting the fashion process is required.
This thesis investigates where fashions start and their diffusion through the market. It looks more closely at the fashion adoption process, particularly fashion innovators and their characteristics. Finally it examines how the
retail industry would benefit by recognising them.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: Aisling Gorby
Date Deposited: 18 Apr 2010 10:25
Last Modified: 28 Apr 2012 10:57

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