Consumer Groups in Fashion

Fashion  Innovators 

• Fashion  innovators  are  fashion  leaders  who  sense  the  spirit  of  the  times  and  are  early adopters  of  new  styles.
• They  may  be  designers  themselves  and  are  therefore  the  ones  who  actually  create fashion  trends. 
• They  are  quick  to  adopt  new  styles  long  before  they  become  full-blown  trends making them influential within and beyond the social  group. 

Fashion  Motivators 

• They play  a  role  in  motivating  consumers  to  adopt  new fashion.
• They  can  be  movie  stars,  models  or  celebrity  professionals  who endorse  fashion products  and  brands  which  are  motivating factors  for  increased  purchasing patterns  across  all  social  strata. 
• They  can  be  media  persons  and  fashion  journalists  whose articles  in  newspaper columns,  fashion  magazines  and  blogs  are avidly  read  by  many.

Fashion Victims

• This phrase is sometimes used to refer to those who follow fashion trends without exercising their own judgment. 
• This consumer segment is often characterized by high income and high purchasing power. 
• They tend to buy the latest fashion simply because it is expensive or because media or fashion pundits declare it as being 'in'. 

Fashion Followers

• They are the majority of consumers who accept and emulate trends which are firmly entrenched in the market. 
• They feel a sense of comfort in conforming to styles that merge with others in a larger group. 
• Fashion followers may also be those who may not have much of disposable income or have limited time and interest in fashion. 

Laggards

• The more price-sensitive or less style-sensitive consumer may adopt a style in decline. 
• These consumers are known as  decline laggards  or  fashion reactive,  as they are slow to react to changes in fashion style.

References:

1.  The art in everyday life، Harriet Goldstein، Read Books، 2007
2. Elements of fashion and apparel designing, by Sumathi G.J., New Age International Pvt. 
   L.t.d.
3. Inside the fashion business, by Macmillan publication company.
4. Fashion from concept to consumer, by Gini stephens Frings, Low price edition.
5. Fashion designing and sewing technology text book، Bharathiar University.