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Fast Fashion

In: Business and Management

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The Emerald Research Register for this journal is available at www.emeraldinsight.com/researchregister

The current issue and full text archive of this journal is available at www.emeraldinsight.com/1361-2026.htm

JFMM 8,4

ACADEMIC PAPER

362

Fashion change and fashion consumption: the chaotic perspective
Ka Ming Law, Zhi-Ming Zhang and Chung-Sun Leung
Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Hong Kong
Keywords Fashion, Consumers, Young adults, Social change Abstract Previous researches have considered that the impact of fashion change and fashion consumption is linear. Therefore, one reason was found as the ultimate source to explain why a fashion style/ trend was spread to the mass market. However, the existing market is complex and difficult to find out the holistic reason to explain fashion consumption. In this study, the chaotic perspective is taken into account to investigate the relationship between fashion change and fashion consumption. By using the grounded theory method, 33 in-depth interviews were conducted. A chaotic fashion consumption model is developed from the findings to explain how different fashions are consumed and rejected while fashion changes. It is found that the interaction of being fashionable, perceived fashionability and system participation affects the ultimate decision on fashion consumption. It is also found that a pattern can be traced to forecast the degree of fashion consumption even when the fashion change phenomenon is chaotic. Thus, it is similar to the principle of chaos theory that short-term prediction is possible in relation to the degree of fashion acceptance among consumers. Marketing implications are suggested with reference to the chaotic fashion consumption model.

Journal of Fashion Marketing and Management Vol. 8 No. 4, 2004 pp. 362-374 q Emerald Group Publishing...

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