Jordaan, YolandaSimpson, Michelle N.2007-05-312007-05-312006Jordaan, 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/]0378-5254http://hdl.handle.net/2263/2583Early 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.79197 bytesapplication/pdfenSouth African Association of Family Ecology and Consumer SciencesInnovativenessOpinion leadersInvolvementDiffusionInnovationUniquenessFemalesInnovatorsBehaviourFashionConsumer behavior -- South AfricaWomen consumers -- South AfricaFashion merchandising -- South AfricaArticle