Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre

Loading...
Thumbnail Image

Date

Authors

Jordaan, Yolanda
Simpson, Michelle N.

Journal Title

Journal ISSN

Volume Title

Publisher

South African Association of Family Ecology and Consumer Sciences

Abstract

Early in the product life cycle certain consumers, called innovators, embrace innovations. The consumer innovator plays a prominent role in the diffusion and ultimate adoption of new products. This article examines consumer innovativeness among females in the context of the fashion industry. Fashion innovators represent a profitable market segment in the fashion industry, and understanding consumer fashion innovativeness may enable fashion suppliers to obtain a suitable return on their investment. Results show positive relationships between consumer fashion innovativeness and fashion opinion leadership, fashion involvement and need for uniqueness. A recommendation is made that fashion retailers should design unique, customised offerings in order to fulfil the needs and wants of innovators.

Description

Keywords

Innovativeness, Opinion leaders, Involvement, Diffusion, Innovation, Uniqueness, Females, Innovators, Behaviour, Fashion

Sustainable Development Goals

Citation

Jordaan, Y & Simpson, MN 2006 'Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre', Journal of Family Ecology and Consumer Sciences, vol. 34, pp. 32-40. [http://www.up.ac.za/saafecs/]