Essay On Fashion Innovativeness

Fashion Innovativeness

Innovativeness is the degree of a person’s willingness to search for fresh ideas, products, or services relatively earlier than other people within a social system by (Rogers, 1995). According to (Zhang and Kim, 2013), there are two sub-processes that fashion-adoption process depends on, which is imitation and differentiation. This can be explain on (Beaudoin and Lachance, 2006) studies, that is fashion innovators constantly trying to differentiate themselves from others by searching for newly and different styles to maintain their status as innovators, whereas fashion followers proceed with the imitation role. As (Muzinich et al., 2003), perceive that fashion innovativeness can be represented as higher income, higher level of education, younger, more socially mobile, more favorable attitude towards risk, greater social participation, and higher opinion leadership. When an individual dress with fashion products, it express the individual’s identity and at the same time work as tools to announce social status to both the individual and observers within a certain interaction

Hence, these products achieve some type of social requirement. (Potts, 2007) explain that individual adopt fashion in order to receive attention of others as a form of social communication. When closely observe at the fashion consumption decision making process, (Muzinich et al., 2003) discover that some extrinsic cues such as brand has a significantly relationship with fashion innovativeness. In the recent research of (Lu and Pras, 2011), an individual innovativeness consists of important relation with the luxury purchasing behaviour of Chinese consumers. While (Park et al., 2007) pointed out that fashion innovativeness is the main factors that influences buying behaviours of Chinese