Consumer Behavior

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